In this episode, Mariam speaks with Melinda Spence, Head of Measurement & Insights at Activision Blizzard Media, about the company's "Play It Forward" and "The Many Ways We Play" reports, which highlights gaming’s ability to drive stable immersion—combining attention and emotional resonance—for better ad performance. Melinda shares insights on gaming’s diverse audience, mobile’s role as a gateway platform, and how brands can create immersive, player-first ad experiences. She also discusses the future of in-game advertising, emphasizing creativity, value-exchange formats, and aligning with game narratives to enhance player engagement.