On 16 March 2026, xplr:media in Bavaria published a good summary of and an interview with me about the partnership between Burda and Unternehmer TUM and the gaming incubator we are building together. This is a great example for leveraging network effects in business building. We need more of that in Europe: Partnerships between universities, incubators, start-ups and large industrial corporations.
Gaming is the dominant consumer medium of our time: 3.6 billion people play. Gen Z spends 3x more time in gaming environments than on all social media channels combined. And most importantly, games are Gen Alpha’s number one media consumption channel (first generation in history). Branded game experiences receive 500x more engagement than social media posts. The global advertising spend in gaming is still lagging behind (only 5% of the global advertising spend), but this will change very soon.
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