In the latest Marketing Society podcast Society Editor Mike Piggott shoots the breeze with Creative Technologist, Luke Harrison, and Jana Hladikova, XBox International Sales Lead, both at Verizon Media. They discuss the demographic of today's gamers, the rise of gaming and gamers, particularly in the last 12 months, misconceptions around gamers, in-game advertising and how brands can fit into that process.

They also explore augmented reality and how brands have used that in clever ways, from Gucci to Toyota to Dulux - and talk about the rise of subscription services like Microsoft's Game Pass and Disney+, and an inventive way Pringles teamed up with graphic novel style game West of Dead to stop a zombie called Frank from getting his Pringles.