UNMISSABLE SESSIONS AWAIT YOU
2026
08:30
Registration & refreshments
09:00
Welcome from Campaign & Chair’s Opening Remarks
09:10
09:10 - 09:35
Presentation: Gaming as the next frontier for brands: Why now?
Gaming now fully mainstream - 3 billion players and engagement levels to rival social platforms
How games have become immersive social hubs where people connect, create, and self-express
Tech shifts (indies, AI, new tools) opening big new opportunities as brand spend still lags far behind audience size
09:35
09:35 - 10:15
Panel discussion: Playing the field – from simple ads to full immersion: what are the different strategies within gaming that engage gamers and benefit brands?
Moving beyond basic ads: immersive experiences, competitions, and interactive storytelling across games and streams
Players as creators: how user-generated content platforms let brands collaborate inside worlds built by their own communities
Influencers, streamers, and indie-to-blockbuster titles; offering diverse entry points - from quick activations to deep cultural integration
10:15
10:15 - 10:35
Presentation: Selling to the board: Making the case for gaming engagement
How many boards underestimate gaming’s cultural and commercial weight, slowing investment
Translating gaming into business value: reach, engagement, measurable outcomes, and data-backed performance
Using real case studies and ROI-led budgets to show gaming doesn’t require “new formats” - just smart application of proven marketing principles
10:35
10:35 - 11:00
Fireside chat From players to creators: seizing brand opportunities in user-generated content platforms.(possibly
How user-generated platforms (Roblox, Fortnite, Minecraft) turn players into creators, enabling community-driven brand worlds
Low barriers and creator-driven worlds boosting engagement and opening new brand access
How explosive growth and big-name activations make UGC a powerful, alternative ad channel despite control challenges
11:00
Networking break
11:00 - 11:25
11:25
11:25 - 12:05
Exchange Forum: Aligning worlds: how brands and gaming companies can work smarter together
A collaborative session bringing marketers and gaming leaders together to bridge gaps through education, alignment, and shared understanding
Success requires mutual understanding: how gaming culture meets brand marketing needs
Many disconnects stem from studios lacking marketing insight and brands lacking gaming fluency
Collaboration, education, and shared expectations to create stronger, longer-lasting partnerships
12:05
12:05 - 12:10
Fireside chat: From stadiums to streams: how esports redefines brand partnerships
Esports leveraging tech and digital platforms for real-time, interactive fan engagement
Creator-led, community-first content replacing passive viewing with cultural participation
Player-driven storytelling and rich data make esports a high-impact, loyalty-building brand arena
12:10
12:10 - 12:50
Case Study: Inside the industry: The endemic brand viewpoint
A saturated market demands smarter audience segmentation and data-led media planning. How endemic brands increasingly win not by shouting louder, but by targeting better.
Franchise fatigue and player loyalty to social, invested ecosystems (like Fortnite) raising the bar for engagement
Industry trend-tracking and case studies; experience from endemic brands showing non-endemic brands the way to play
12:50
12:50 - 13:10
Presentation – Entering the gaming ecosystem: A practical how-to for non-endemic brands
- Starting with clear objectives (PR, audience growth, reach) to avoid wasted effort
- Avoid empty “headline-chasing” worlds – why long-term, value-adding experiences perform best
- Speaking with an authentic voice: How misjudged campaigns can damage credibility fast while fandoms amplify authentic messaging
- If you’re not ready to do it properly, wait; how even the biggest brands need a meaningful angle to stand out
13:10
Networking lunch
13:10 - 13:55
13:55
13:55 - 14:15
Case study session: Making brands playable – translating brand strategy into authentic game mechanics that people actually want to play
Branded games fail when logos are pasted onto generic gameplay
Case study: Hawkstone’s “Hard to make, easy to drink” became a game giving away free beer
Successful branded games let people play - instead of just being told - your story
14:15
14:15 - 14:35
Presentation: In-game commerce and virtual product drops
Virtual economies are transforming how brands connect with players
From Fortnite skins to Roblox fashion, commerce and culture now blend inside games
Limited-edition drops, collectibles, and in-game stores drive loyalty and revenue
Speaker:
14:35
14:35 - 15:15
Food & drink case study session: turning gaming from a sponsorship space into a storytelling platform
KFC blending humour, culture, and commerce to engage younger audiences
PUBG Mobile featuring virtual KFC restaurants and in-game items linked to real-world offers
PUBG Korea hosting “Colonel Sanders Showdown,” a live-streamed event combining influencers, brand storytelling, and competitive play
15:15
Networking break
15:15 - 15:40
15:40
15:40 - 16:00
Presentation: The five psychological gaming personas and how to design marketing and nudges for them
- Understand the five core psychological gaming personas – who they are and what truly drives their behaviour
- Designing nudges that work – how to tailor marketing, rewards and messaging to each persona for maximum impact
- 'Dark' nudges in gaming and marketing - how 'Dark' nudges in gaming and marketing - how to tread the line between manipulation and ethical influence
16:00
16:00 - 16:40
Panel Session: Reassessing the value of mobile gaming
- Mobile is the largest global gaming touchpoint, reaching women 30–45 and young Alpha players
- From hyper-casual to premium titles, mobile spans ad-supported, pay-to-play, and deep-UX experiences
- Mobile offers scalable brand entry points from lightweight ads to deeper partnerships
16:00
16:00 - 16:40
Panel Discussion: Reassessing the value of mobile gaming
- Mobile is the largest global gaming touchpoint, reaching women 30–45 and young Alpha players
- From hyper-casual to premium titles, mobile spans ad-supported, pay-to-play, and deep-UX experiences
- Mobile offers scalable brand entry points from lightweight ads to deeper partnerships
16:40
16:40 - 17:05
Closing case study presentation : Hiring the talent; getting the right team around the table
Success starts with marketers who understand gaming culture or are willing to learn quickly
Traditional teams often slip up by forcing old-school thinking into a different ecosystem
Culturally aware, technically confident teams produce the strongest results and spot opportunities others miss
17:05
17:05 - 17:10
Chair’s Closing Remarks and Close of Gaming Summit 2026