Zoe Soon
Zoe Soon, vice president of the IAB Experiences Center.
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While game devs may feel downtrodden, brands are optimistic on the gaming opportunity | IAB’s Zoe Soon

  • Posted byby Dean Takahashi
  • Updated
  • 7 min

For game devs, the past 2.5 years of layoffs make it seem like gaming is falling apart. But that’s not how the brands see it.

That was the vibe at last week’s Interactive Advertising Bureau (IAB) PlayFronts, said Zoe Soon, vice president of the IAB Experiences Center, in an interview with GamesBeat.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.