In 2020, there were more than 2.7 billion gamers worldwide, and on average, they spend 6.5 hours playing each week. Gaming is crossing lines from consoles to mobile, from Gen Z to Boomers, from gameplay to spectating. As this genre of entertainment continues to expand and engaged gaming communities continue to form, advertisers have no choice but to learn how to shift their tone and traditional advertising tactics to join the fun and enter the game. This panel will tap into experts from companies including Twitch, Enthusiast Gaming, and Frameplay to explore 2021’s definition of a gamer and the various touchpoints to harness the community's engagement factor ultimately bridging the gap between virtual settings and IRL action.