The Future of Gaming

For a certain generation and group, gaming is the new social network. People follow and go where their friends play. And as brands integrate into those spaces, if they're coming in the right way, it's the kind of thing that people want to be part of,. Blenciaga turning up in Fortnite is done in a way that is sort of playful and riffs off of the brands - but also understands the game landscape. KSI and Logan Paul launching prime hydration all come from community groups and fandom clans around gaming which have then just spread into more hobbies.