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As video games become cultural juggernauts, marketers still struggle with buy-in

March 9, 2023

The Interactive Advertising Bureau’s PlayFronts returned in-person Wednesday, bringing with it a raft of publishers, platforms and brands evangelizing about the power of video games as a marketing tool. Now in its second year, the industry confab also frequently doubled back to a topic that would be familiar to someone who attended last spring’s PlayFronts: Why don’t marketers invest more in gaming?

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