Hellmann’s is the latest brand (of many) to integrate into the game. How has the platform changed the way marketers think of gaming?

Steven Pemberton, digital analyst for UM Canada, says he’s seeing integrations with Animal Crossing: New Horizons begin to evolve – and the agency is keeping a close eye on the medium, increasingly helping clients understand it. His colleague, director of digital strategy and partnerships Dennis Truong, says these kinds of activations are becoming especially handy as marketers have had to pull back on media budgets during the COVID-triggered recession.

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