From the Game Developers Conference to IAB PlayFronts to other trade conferences all over the world, the hot topic right next to artificial intelligence is how to unlock the monetization potential of the Next Gen. The answer for most brands, no matter if they’re endemic to gaming or first-time players in the space, is to take their multiplatform strategy to the next level and include a medium where consumers can choose how to interact with your products.

With Gen Z commanding more than $450 billion in spending power, and Gen Alpha just a few years away from being a purchasing powerhouse, it’s time to rethink how you picture playability. This demographic is foundationally different from the generations that came before it, and that means how brands talk and engage with them has to be completely different too. If you haven’t yet, it’s time to get in the game—and if you have, make sure you’re leveling up. Competition on the virtual playing field will only get fiercer.