This month, we had the pleasure of speaking with Don McLean, dentsu's Director of Gaming Agency Services for the Americas. Don, who has collaborated with Overwolf on multiple successful projects, shared insights from his 12+ years working at agencies where he specialized on everything from global strategy to digital planning, social media, PR, and beyond.

This episode explores:

• How gaming IPs are fueling the transmedia boom with movie and TV show adaptations, expanding franchises across screens and formats

• dentsu's most recent campaigns with Naked Smoothie and Butterfinger which are breaking campaign benchmarks

• Gaming as the new social media where Gen Z is spending more time forming communities and making purchase decisions

• How fandom is fueling brand conversation through active engagement and driving deeper brand affinity