• 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

• 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

• The problem: Most ads fight for distracted, skippable attention
• The difference: In-game ads capture lean-forward attention during active play
• The impact: Higher-quality attention drives measurable mid- and bottom-funnel results
• The proof: See how Overwolf turns first-party in-game data into award-winning performance

• How brands can stop chasing the next shiny IP;  earning belief from gaming communities that are increasingly sceptical of brand participation.
• A look at real-world collaborations: how a creative, community-first approach can unlock impact that traditional partnership models often miss.
• Challenging outdated gaming strategies designed for media budgets rather than culture.
• A clear framework for thinking beyond IP:  tapping into fandoms, and building brand relevance that gamers actually believe in

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

• 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

• Why targeting – not reach – is the real challenge for today’s gaming audiences
• Turning engagement into action
• How to identify and reach high-intent players in the lower funnel
• The evolving relationship between gaming, commerce, and consumer behaviour

• Why showing up isn’t enough – and how to avoid being “that brand.”
• Why gaming offers cultural relevance other channels can’t
• How Movember approached the space with credibility and care - the balance between brand, purpose, and community expectations
• Measuring success beyond impressions and logos