If you’re still “testing and learning” in gaming, you’re already behind... For Episode 6 of The Speakeasy, we sit down with Brent Koning, Global Head of Gaming at dentsu, to unpack why gaming is mass media, yet still misunderstood by so many marketers — and why that’s finally starting to change. Having spent time at Xbox, EA, and now one of the world’s biggest agency groups, Brent shares what actually matters when brands try to show up in gaming. From time spent and smarter segmentation to the variety of ways to show up in gaming and gaming culture, we dig into the strategies helping to make gaming a core piece of the modern marketing mix.