In "One Up," Joost van Dreunen takes us on an enlightening journey through the vibrant and often misunderstood world of video gaming, a sector that has quietly ascended to the zenith of global entertainment. With a keen analytical eye, van Dreunen unpacks the phenomenal success stories of iconic games like Fortnite, Minecraft, and Pokémon Go, revealing the ingenious strategies behind their rise. This book is not merely a recount of financial triumphs but a deep dive into the creative and strategic minds that have propelled the video game industry to surpass traditional entertainment in both revenue and cultural impact. Drawing on over two decades of industry expertise and a wealth of data spanning three decades, van Dreunen offers a pioneering empirical analysis that decodes the complex interplay of innovation, strategy, and market dynamics. "One Up" presents a compelling argument that the future of entertainment lies in the lessons learned from the video game industry's embrace of digital distribution, free-to-play models, e-sports, and live streaming. Through captivating case studies from giants like Sony, Microsoft, Tencent, and more, this book challenges prevailing misconceptions and illuminates the path for investors, creatives, and managers eager to understand the forces shaping the future of entertainment. "One Up" is an indispensable guide for anyone looking to grasp the magnitude of video gaming's impact on our cultural and economic landscape.