News Summary:
On September 11, 2026, Havas published a study revealing that half of Australians identify as gamers. These findings form part of a global survey involving 11,000 adults across 25 markets, including 513 in Australia, examining gaming's role in social life, skills, wellbeing, and consumer expectations. Previously, on September 10, Havas launched POP Australia and appointed Raoni Lima as head of creative technology. This unit, based within Havas Village ANZ, marks the first Asia-Pacific Centre of Excellence for the group's Prose on Pixels network, covering production, filming, editing, post-production, animation, and visual effects, and integrating traditional craft with its Gen-AI platform Vermeer.ai and Converged.AI system. Earlier, on September 9, Havas developed "Madrid Beats," an international campaign for Madrid Turismo by IFEMA MADRID, which uses an invisible heart to symbolise Madrid's energy and identity. This campaign will roll out across 13 countries in North America, Latin America, Asia, and the Middle East. This followed the release on September 7 of Havas' global study, "Open World: The Cultural Expansion of Gaming," which concluded that players increasingly view gaming as an extension of reality rather than an escape.
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