By Melody Yazdanyar | VP Business Development

This year’s Cannes LIONS made one thing clear: gaming isn’t waiting in the wings anymore—it’s center stage. From beachfront activations to keynote panels, the conversation around gaming was louder, sharper, and more future-forward than ever. Here’s what stood out: 

1. Gaming Is No Longer a Side Stage — It’s the Main Event

What used to feel like a niche breakout panel now feels like the main attraction. Gaming was woven throughout the week—from brand activations to high-profile panels—cementing its place as a core media channel. The ad world has officially stopped treating gaming like a fringe interest and started recognizing it as a cultural and commercial powerhouse. 

2. Advertisers Want More Than Eyeballs—They Want Engagement 

Impressions are out; immersion is in. Brands are no longer satisfied with passive views—they want players interacting with stories, products, and experiences in real time. Interactive formats, playable ads, and game-integrated storytelling are where attention truly lives. That’s where cloud gaming shines, delivering immersive experiences natively—without friction. 

3. CTV + Cloud Gaming = The New Power Couple 

Connected TV was everywhere at Cannes, but the real buzz was around pairing CTV with cloud gaming. It’s a lean-back meets lean-in combo: audiences relax into their living rooms, then engage deeply with content. For brands, that’s a massive opportunity—especially as more platforms (like PHȲND 👀) blur the line between streaming and play. 

Conclusion: The Future of Play Is Prime Time 
Gaming’s moment at Cannes signals a broader shift—one where interactive media is no longer an afterthought but a central pillar of modern storytelling and brand strategy. As cloud gaming scales and smart TVs become more powerful, platforms like PHȲND are poised to meet players and brands where they already are: on the biggest screen in the house.