Brands and game publishers face a persistent tension: focus narrowly on one platform and miss a large swath of potential users, or risk spreading their efforts too thin with generic messaging that fails to resonate.

Unlike other media sectors, gaming communities are fiercely loyal to their platforms, making cross-platform marketing a puzzle that often leaves growth opportunities untapped—and marketing spend diluted.

Stakeholders invest heavily in campaigns that ultimately underperform due to lack of unified impact and cross-platform synergy.

Siloed data, differing platform marketing rules, and limited interoperability between community tools make it difficult to analyze audience behavior holistically and craft unified campaigns.

Each platform’s walled garden limits the flow of insights, preventing marketers from creating a cohesive player journey.