With the death of appointment viewing, gaming is one of the few paths to shared experiences. Far from being a subculture, it’s globalizing culture, and valued at over $200 billion, the global gaming market is bigger than Hollywood and the music industry combined. In this insight moment, hear from Zoe Soon, VP of Experience Center at IAB as she demonstrates how gaming is influencing all aspects of culture, from fashion and music to sports and entertainment, and why brands need to get into gaming now to maintain cultural relevance.