Gen Z: Why are brands investing in virtual worlds?

Charles Hambro is CEO and Co-Founder of GEEIQ, pronounced 'geek'. GEEIQ is a London-based data platform, team of experts and insights provider that's fuelling success for brands such as Walmart, L'Oréal, H&M and even Elton John in gaming and virtual worlds. It is the launch-pad, measuring kit, and revenue identifier for brands, agencies and stakeholders across the space. In 2023, Charles was named one of Vogue Business' 100 Innovators for his pioneering role in transitioning gaming platforms into full-funnel marketing channels for brands. His mission is to put insights at the heart of brand strategies in this space, while painting a data-centric picture of the wider, fragmented landscape of virtual worlds for brands. Prior to GEEIQ, he co-founded the media publication Gentleman’s Journal.