Gaming is now a defining force in modern culture, energized by industry-shaping moments like Microsoft’s acquisition of Activision Blizzard and the rise of cross-media franchises that blur the lines between platforms. Its uniquely interactive nature has expanded what storytelling can be, transforming how worlds are imagined and how audiences connect with them. Through these connected ecosystems—across mobile, PC, and gaming platforms like Xbox—brands have more meaningful entry points into gaming than ever before. ADWEEK sits down with Jonathan Stringfield, VP, Microsoft Advertising & Gaming Business Leadership to explore who today’s players are, how AI is reshaping development and personalization, and how advertisers can show up authentically in ways that enhance, rather than interrupt, the gaming experience.