TV, once the cornerstone of pharma marketing strategies, is witnessing a decline in viewership. To maintain reach to healthcare professionals and consumers, brands must rapidly innovate their approach. With two-thirds of the U.S. population playing video games, in-game advertising offers a uniquely large, leaned-in audience. This session explores the strategic fusion of interactive experiences and brand messaging, addressing the challenges and opportunities that arise when pixels meet play. Join us to unlock the next level of audience engagement and redefine the future of entertainment media.