Junior Creative Strategist Elle Ashby explores for Ad Age how 2025 marks a pivotal moment for brands, outlining how brands can reframe their approach to gamification to shift from short-lived dopamine hits to successful tools to hold attention, drive engagement and loyalty. 

Read the full article here: https://adage.com/opinion/aa-why-brands-need-to-rethink-gamification-for-gen-z/