Observed Signal · Jul 6, 2026 · Industry Trend · Source: The Drum · Impact: 3/5 · Sentiment: Positive
Interactive Entertainment (Gaming) Market: Gaming Moves from Niche to Mainstream Media
Executives from Gameloft for brands told The Drum at Cannes that gaming has reached mainstream scale and delivers some of the highest-quality attention among media channels, yet advertiser investment still lags due to outdated perceptions. Jean‑Baptiste Godinot (EVP) and Jean Saltarin (MD Americas) argued gaming inventory can be bought like other digital channels and highlighted research showing gaming environments produce higher-quality, non-skippable attention. Gameloft cited a campaign with Lego — using an interactive, media-wide gaming approach — that lifted brand recall, affinity and purchase intent. The leaders said many marketers still stereotype gaming as for teenagers or specialist buyers and suggested AI may help shift media planners toward performance-based channel evaluation rather than perception-driven choices.
Highlights gaming's scale and attention quality for advertisers, demonstrates measurable brand uplifts (Lego case), and signals a shift media planners should consider — relevant for media strategy and ad buying.
Key Takeaways & Evidence Grounding
- Gameloft for brands executives spoke with The Drum at Cannes about gaming's mainstream potential.
- Gameloft research found gaming environments generate higher-quality attention compared with skippable video formats.
- Gameloft worked with Lego on an interactive gaming format that reportedly improved brand recall, brand affinity, and purchase intent.
- Gameloft leaders said gaming inventory can be bought like other digital media and that outdated perceptions limit investment.
- Gameloft executives suggested AI could accelerate adoption by evaluating channels on performance rather than stereotypes.
Connected Companies & Entities
2 Entities mappedThe LEGO Group
Toy brand selling building sets through commerce and digital engagement.
“Saltarin points to Gameloft’s work with Lego, which took a media-wide approach across gaming rather than focusing on a single title or spons...”
Gameloft
Mobile game publisher with in-game advertising and B2B gaming services.
“Speaking with The Drum at Cannes, leaders from Gameloft for brands explain why brands can no longer afford to treat it as a niche channel....”
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