Games aren’t typically covered in marketing classes in business schools, and they are often still seen as fundamentally different from other media. Modern-day games offer companies varied opportunities to connect with new and hard-to-reach customers, drive brand awareness and loyalty, and acquire and retain new customers.

A new article in Harvard Business Review by GDP’s Julian Runge and collaborator Joost van Dreunen discusses how marketers and organizations need to rethink their approach to games. Julian and Joost believe there are untapped opportunities for brand building and performance advertising alike, and overlooking games may set you back.