The term "gaming" does NOT simply refer to games and the people who play them. Instead, it is a social content and experience system that, at its most successful, is decentralized, open source, and highly lucrative. So much so that Netflix’s 2018 Annual Report identified the game Fortnite as a bigger threat to their profits than HBO or Hulu. Meaning, gaming is no longer fringe; it sits at the center of pop culture, driving trends in fashion, beauty, art, music, and film. Our report looks at game culture, with a focus on the U.S. and China, and explains why learning from and engaging with the global game ecosystem is the single most important tactic for asserting cultural relevance and surviving new frontiers, irrespective of industry.