The allure of a virtual world – in which anyone could have magical powers and take risks without consequences – is evidenced by the fact that nearly 19 million people play video games in the UK alone. Canvas8 sat down with Dr. Andrew Kuo to understand why we actively escape into virtual worlds.

Millions of people worldwide participated in January's anti-Trump march, and brands stood with them – at least in spirit – to show solidarity. But what does it mean for a brand to participate in an event that, by its nature, is about physical attendance and a frustration with higher powers?

The Sims has removed gender divisions. While earlier versions of the game restricted the haircuts, clothes and physiques players could give characters, an update will make all content accessible regardless of gender – ideal for a new generation of players who are more accepting of sexual fluidity.

Generation Z helped bolster the revenue of video games and downloadable content to $50 billion in 2014. Older gamers hate the very existence of microtransactions in gaming. But Gen Z are not only enthusiastic consumers of virtual goods, but also savvy entrepreneurs; gaming is even replacing ‘saturday jobs’. How is Gen Z rewriting the reality of how, and for what, we shop online?