"This is one of those transformative moments in transmedia," asserts Jonathan Millar, CMO of animation studio Barrier Four, which is creating new kinds of "playable media" campaigns for brands like Netflix on the metaverse platform.

By leveraging CGI and virtual production methods, the toy manufacturer took a step out of its comfort zone in order to mirror the immediate, visceral experience of creativity that the product offers kids.

As I read Dentsu's latest report about gaming, it seemed part manifesto, part love letter and part cheat sheet. But I'm not its target audience. Marketers are. So I spoke with its author about it.

It's not literally a lab with beakers and test tubes, but utilizes tens of thousands of scientifically designed data tests to prove or disprove media hypotheses.