Omnicom

What Does It Mean to Have a 360 Gaming Strategy in 2026?

A 360-degree gaming strategy in 2026 requires a holistic approach that integrates diverse touchpoints—including programmatic advertising, creator partnerships, custom experiences, and game integrations—to effectively reach audiences where they spend their time.

• H&R Block increased reach among 18- to 24-year-olds from 60% via TV alone to 72% by layering in gaming and cinema channels.
• A 360-degree gaming strategy requires aligning specific tactics with business goals: using media for reach, creators for credibility, events for relationships, and social for engagement.
• Brands should prioritize non-intrusive, additive experiences that complement gameplay rather than interrupting the player, as the latter risks negative brand perception.