A social space: How brands can find opportunity in the future of gaming

Explores the findings of a study into the future of gaming as a device-agnostic accessible space where brands can find rich opportunities.

The recent history of gaming has produced a slate of surprises: first, that gamers aren’t who we thought they were; second, games aren’t what we think they are – this changes how brands should think about them.

The venture capital firm GP Bullhound has been thinking about games for a long time, with a 2006 study – anticipating the mobile device-based, easy or at least low-commitment gaming that is now ubiquitous.