Brands are held back by outdated myths about gaming's value. Data-led education could change that. Gaming isn’t just brand awareness—it drives action across the funnel. For example, Anzu's study revealed that in-game ads outperform online video and CTV in purchase consideration. As performance metrics evolve and misconceptions fade, gaming’s effectiveness will become clearer. Marketers need to see gaming as a results-driven channel, not just a novelty. The industry must collaborate—agencies, platforms, and publishers—to develop shared standards, create best practices, and showcase ROI. With accurate insights and case studies, brands will feel more confident investing in this dynamic space.