Tom Hostler News Today

All last week The Drum examined the present and future of the metaverse in our Deep Dive. We caught up with experts from the world of gaming, B2B and NFTs, spoke to web3 advocates and detractors and, ultimately, learned that the potential of the metaverse has yet to be realized.

Metaverse is the buzzword of the moment. Brands are falling over themselves to be a part of it. But how are these early iterations shaping the future of advertising within these spaces? What role are agencies playing here? And do we trust the industry to not clutter another digital space with ads? We take a look as part of The Drum’s Metaverse Deep Dive.

While many reports on the high street make for difficult reading, as with any crisis pockets of innovation will emerge. As part of our Retail Deep Dive, The Drum asked industry experts to share the emerging retailers that have impressed them over the past year.

Network agencies move into gaming, but who’ll top the leaderboard? We log on with four network newcomers and an indie incumbent to find out where the gaming agency sector is heading. As we explore in our latest deep dive, gaming leveled up this past year. New media opportunities mean brands are taking the sector more seriously as a channel, while the increasing popularity of esports has opened up new possibilities for sponsorship and influencer strategies. Meanwhil...

Time to play: how gaming is becoming too big and creative for brands to ignore Thanks to advances in tech and the ubiquity of mobile phones, gaming is evolving fast, and its popularity has only grown in the midst of lockdowns. Now, ad agencies are fully waking up to its true possibilities. by Omar Oakes Free email bulletins

Publicis Groupe launches specialist gaming offer Publicis Play will draw specialists from agencies across the group. by Omar Oakes Sign in to continue Free email bulletins