Porsche has unveiled its all-electric Formula E Model at an interactive choose-your-own-adventure Twitch event. Virtual worlds are becoming a normal hangout for many, and with ad fatigue on the rise, brands are turning to gaming platforms to create interactive campaigns that engage young audiences.

Capcom has launched an interactive YouTube ad for the remake of horror game Resident Evil 2. As digital advertising and storytelling become increasingly sophisticated, people are seeking the ability to drive narratives themselves.

American adults may still spend hours watching TV each day, but with consumption spread across so many platforms – from conventional TV sets to mobile devices to social media channels – the race is on to win and hold their attention. What keeps people coming back for more?

Best known for its vibrant settings and gratuitous violence, Grand Theft Auto V has been given a new lease on life online. A single mod has turned it into a community-led RPG that has as many spectators as it does players, demonstrating how open gaming worlds can foster large-scale collaboration.