With gamers immersing themselves in long-form narratives and engaging with their preferred mediums more intensely, streaming platforms are making moves to win their attention. From film versions of favorite games to player-centric spin-offs, what entertainment strategies will have the most appeal?

As virtual spaces become more common and accessible, people are reconfiguring their offline and online identities. BakeUp, a multi-reality make-up brand, is exploring this blend by encouraging flexible and playful beauty both IRL and digitally, allowing for the expression of multiple identities.

From sponsoring esports to experimenting in the metaverse, a growing number of beauty brands are leveraging gaming to connect with Gen Zers. With the creation of its own in-app mobile game, Maybelline is taking a slightly different route, seeking to tap casual, rather than heavily involved gamers.

Online gaming has ballooned in popularity during the pandemic, offering a social outlet amid lockdowns. By making gaming-friendly streaming service Twitch a key pillar of its Prime subscription service, Amazon is appealing to a broad landscape of mainstream and niche interests.