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It is a common misconception that "media" is only about watching. Video games now represent the largest segment of the global entertainment industry, generating more revenue than movies and music combined.

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For brands and media conglomerates, this presents a paradox. How do you compete with free, authentic, relatable content? The answer has been collaboration and licensing. We now see viral TikTok sounds becoming the basis for major record label songs, and YouTuber documentaries winning Emmy awards. The hierarchy of entertainment and media content has flattened. It is a common misconception that "media" is