Game developers are angling to become the next big media owners — and brands are taking notice

Here’s the latest sign that the gaming market is going through unprecedented change: games publishers are developing their own advertising businesses.

In fact, it won’t be long before Upfront-style events fronted by those businesses are a staple of the industry, said Paul Mascali, head of esports and gaming at PepsiCo. And he may have a point. More than most marketers, Mascali has had a front-row seat to why ad dollars are becoming ever-more-alluring to game developers.

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