The Three Biggest Takeaways from Possible 2025

The Frameplay team hit Miami for POSSIBLE, which is quickly becoming the premier marketing conference in the US. Between networking in the Innovation Village and meeting with some of our key clients, a few key themes emerged from conversations with leaders from across the marketing value chain. 

Here are the three that we expect to drive marketers’ decision-making in the next few months and beyond:

1. Reaching Gen Z remains the foremost challenge for marketers.
   Whether it’s because of the uncertain status of TikTok, fragmented attention spans, or a completely different media diet than previous generations, marketers haven’t figured out how to reach the next wave of consumers – never mind cracking the code on how to build brand loyalty among this notoriously challenging cohort. Gaming continues to come up as a key channel for engaging with this audience, whether through custom in-game activations or integrations into a broader network of marquee titles.

2. Is everything retail media now?
   Many brands, especially CPG brands, are looking to retail media as the most effective way to collapse the funnel and connect the dots between advertising spend and purchase. And Retail Media Networks (RMNs) are looking for premium inventory partners to help meet their increased demand and connect off-platform consumers back to their digital (and physical) storefronts. Many RMNs are looking to in-game partners for that powerful connection; check out our Walmart Connect partnership to see just how Frameplay is leading in the Retail Media space.

3. Just because gaming wasn’t on stage doesn’t mean it wasn’t top of mind.
   The gap between conference programming and the real interests of marketers keeps getting wider as content unfortunately becomes more sponsor-driven. But just because gaming didn’t have strong representation on the POSSIBLE agenda, doesn’t mean that marketers weren’t asking about it. From agencies to brands to programmatic partners, the energy around intrinsic in-game advertising is palpable; video games provide the unique, premium, high-impact inventory that serves as an essential foundation for effective media campaigns.

The Frameplay team will continue to be out at key industry events this year, with ThinkLA’s Gaming Brunch and Cannes Lions coming up next! Keep an eye out for the team to discuss how we can get your brand in the game and reach millions of the most engaged players.