The Drum Interview: Why Gaming Is No Longer a Niche Media Channel
At Cannes Lions 2026, The Drum Studio spoke with Jean-Baptiste Godinot, EVP at Gameloft for brands, and Jean Saltarin, Managing Director Americas, about why gaming has become one of the most compelling media environments for brands—and why the industry can no longer afford to think of it as a niche channel.
For years, gaming's audience has outpaced the investment it receives. Despite reaching billions of people worldwide, it continues to represent only a small share of global media budgets, often held back by outdated assumptions about who gamers are and how brands can activate within the medium. As media planning shifts toward attention, effectiveness and measurable outcomes, those perceptions are becoming increasingly difficult to justify.
In this conversation, Jean-Baptiste and Jean explore how gaming delivers something many digital environments struggle to achieve: focused attention, meaningful engagement and experiences that audiences actively choose. They also discuss why advances in measurement, technology and media buying are making gaming more accessible than ever, positioning it as a natural component of modern marketing strategies rather than a specialist channel.
Watch the full interview below and discover why gaming is rapidly becoming one of the industry's most important media conversations.
