As part of The Drum‘s deep-dive into all things gaming, Verizon Media‘s Josh Partridge tells us why brands should consider gamifiying their ads – and how they can go about doing so. With the rise of interactive formats in all forms of entertainment – from Netflix‘s decision-led Black Mirror episode Bandersnatch, to try-on-at-home AR experiences in retail and VR films that put you ‘in the movie‘ – the lines between traditional ‘lean-back‘ linear entertainment and ‘gaming‘ (as in an interactive experience you control through a story) are blurring. For advertisers considering a gaming strategy, you’ve got to look further afield to being in or next to games. That‘s on top of options within in-game OOH (or is that ‘out of world‘ ads?); Xbox video and landing experiences to reach millions of people on the big screen; in-menu ads with mobile gamers; and sponsorship in esports tournaments.