The global gaming industry may be on track to reach $189 billion in revenue this year, but its next phase of growth will hinge less on graphical spectacle and more on the systems that power it. Globant’s latest Game On Report argues that the future of play will be defined by three intertwined pillars: infrastructure, intelligence, and trust.

Infrastructure is rapidly reshaping access. Portable devices, cloud platforms and increasingly powerful mobile processors are widening entry points and driving mobile gaming’s surge, with the segment projected to reach $196.4 billion by 2032. Social layers, mobile esports, and ecosystem tie-ins from major platforms are further deepening engagement and recurring revenue through freemium and in-app models.

Intelligence, led by accelerating AI adoption, is transforming development and distribution. AI-driven pipelines are speeding production, creator-led ecosystems are changing how games are discovered, and platform-agnostic design is becoming essential as players fluidly shift across devices.

But it is trust that may prove the decisive differentiator. Adults over 50 now account for nearly 30% of US players, and women represent 47% of the gaming population, groups that prioritize accessibility, transparency and intuitive user experiences.

Across these shifts, Globant’s report is clear: the industry’s leaders will be those who treat infrastructure, intelligence and trust not as technical considerations but as strategic, interconnected imperatives. In a landscape where the systems beneath the experience matter as much as the experience itself, responsible AI, transparent data use, and flexible design will define who wins the next era of play.

Campaigns of the week

The Brave Movement, part of Together for Girls, has staged a striking takeover of London’s Outernet to spotlight the urgent need for global investment in ending violence against children, ahead of this weekend’s G20 summit in South Africa.

Guinness has teamed up with Los Angeles bakery Last Crumb to create a limited-edition holiday cookie collection designed for sharing alongside a pint of stout. The collaboration brings together beer fans and dessert enthusiasts through six cookies developed either with the flavor of Guinness or as pairings for the brewery’s signature stout.

BARK has handed over creative control of its holiday campaign to the very audience it serves: dogs. The initiative centers on Merry Chaos, a spot directed by an Australian Shepherd Pitbull mix named Mia, marking a playful shift in the company’s storytelling approach.

Agencies and accounts

Springbok has been selected as the social media partner for BNP Paribas Fortis, working alongside the bank’s in-house team to reinforce its social media strategy. The collaboration aims to strengthen the bank’s brand voice across social channels while ensuring consistent communication.

VML UK has been appointed by online investment platform AJ Bell to drive its CRM transformation after a competitive pitch managed by Tuffon Hall Consulting. The agency will handle a broad CRM remit designed to help AJ Bell create more meaningful, data-driven customer experiences.

UK’s bus and coach operator Stagecoach has appointed Bountiful Cow, part of the7stars media group, as its strategic media planning and buying agency. The decision follows a competitive pitch involving six agencies, including the incumbent, and awards Bountiful Cow a three-year term as Stagecoach’s media partner.

Partnerships and acquistions

Monks Technology Services has formed a strategic partnership with Hydrolix to support broadcasters, OTT platforms, and streaming companies with real-time observability across hybrid cloud and CDN environments.

Adobe has reached a definitive agreement to acquire Semrush in an all-cash transaction valued at approximately 1.9 billion dollars. The deal positions Semrush’s brand visibility and optimization capabilities at the centre of Adobe’s efforts to support marketers.

Accenture Ventures has invested in Alembic, an AI-powered causal marketing intelligence platform that identifies which marketing activities generate return on investment.

Appointments

Lex Bradshaw-Zanger, Chief Marketing and Digital Officer of L'Oréal in the SAPMENA region, has been appointed Academy Dean of the Brand Marketing Academy at Cannes Lions 2026. He will guide the next cohort as they strengthen their creative and strategic capabilities.

Ogilvy has appointed Lyndsey Corona as Chief Executive Officer for the U.S., placing her in charge of the agency’s operations across New York, Chicago, Washington, D.C., and California. She will oversee Advertising, PR, Social and Influence, Customer Experience, and Consulting.

Other major news of the week

Recently, the first “Wero Thrift Club” took place in Berlin: Europe’s influencer-led, completely cashless flea market, hosted by Wero, the European payment solution developed by the European Payment Initiative (EPI). DEPT was responsible for influencer marketing.

Heineken, the world’s pioneering beer company, has unveiled its first-ever original digital mini-series, “Praise the Bar”, premiering on YouTube.

Bob Koigi is the editor-in-chief of Marketing Report.One

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