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There are multiple players interacting with each other inside of the game environment. Multiple players can be interacting online, locally or both.

There is one player within the game environment.

The descriptor as to whether a gaming experience is individual or alongside other players.

Propriety computer systems specially made for playing video games such as home consoles, handhelds or hybrid consoles.

Environment describes the format of the content that the ad is appearing against, e.g. video, text, podcast, in-app.

A lean-in user who is directly influencing gameplay.

The channels/platforms and duration of time that content can be used for

Higher tier creators may also be referred to as ‘talent’ and are usually represented by an agency

The sale of products or goods directly via social media platforms

Measures the percentage of brand awareness within a given market which a brand or organisation enjoys

The measure of a content creator’s audience size

Putting media spend behind top-performing assets

A creator who is usually top tier with a higher following range and makes branded content in exchange for a fee

Children who have gained considerable followings with kid-oriented content

The sectors, platforms, or aesthetic style of a creator i.e. “they are a travel-focused YouTube short creator”

The system used to categorise creators in terms of their following - nano (1k+), micro (10k+), mid (50k+), macro (500k+), top (1m+), VIP (5m+)

An individual who produces content for a brand in exchange for either a product or paid partnership. Often used as the new go-to term for ‘influencers’

When a creator grants a brand permission for paid media amplification via their owned social channel

An online data provider is broad and includes a number of players and data types, such as companies like Experian (financial data), Nielsen (demographics and psychographic data) and OwnerIQ (purchase history).

Ofcom is the communications regulator. They regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate