The secret to Epic Games’ success? Partnerships and cultural crossover

Gaming is the new frontier of immersive entertainment, generating eye-watering revenue and attracting an audience in the billions. For The Drum’s Gaming Advertising Deep Dive, Simon Richardson, strategy director at Amplify, argues that gaming is more than a passion point. It’s a channel for reaching new audiences for whom digital identities are as important as IRL ones – just look at Epic Games.