09:30 Chair’s opening remarks
09:40 Who wants to play? Getting to grips with the stats on who the gaming audience is in 2020
- A deep dive into the data behind the gaming universe
- Busting some of the myths around the gender and age of gamers
- Why gaming might be the dominant media channel in the next 5 years
Phil Rowley, head of futures,
Peter Hoskin, editor, Tortoise Media
10:00 Session Break
10:10 Case Study: How Pride harnessed the power of Social Gaming to become a global shared experience
Arnaud Robin, innovations director,
We Are Social
Melantha Tan, planner, We Are Social Singapore
11:10 Session Break
11:20 Why brands must ensure that they understand gaming culture in order to effectively engage with the audiences on gaming consoles
- How to avoid inauthentic messages
- Adopting a community first approach
- Tapping into the passion of gamers
Claire Kim, director, Network advertising, Sony Playstation
11:40 Session Break
11:50 Getting to grips with the basics of Native advertising
- Where should brands start?
- Practical tips and entry level activities that can jumpstart your brand’s initiation into gaming in a meaningful and authentic way
Nina Mackie, global agency partnerships director, Admix
12:10 Session Break
12:20 Panel: Detoxifying the gaming space
- How can brands gain access to gaming audiences whilst avoiding some of the less regulated corners of the gaming universe?
- Are there effective tools that can be used to insulate brands from negative associations online?
George Osborne, head of communications, Ukie - The Association for UK Interactive Entertainment
14:00 The relationship between music, marketing and games
- Illustrating how these two mediums are already inextricably intertwined
- Travis Scott and Fortnite:Post lockdown, is there a place for in-game concerts to become the norm?
- Will games provide musicians with a much more direct link to their listeners than traditional channels?
Jon Cooke, director, global advertisers and agencies, MoPub, a Twitter company
14:20 Session break
14:30 Gamer personas and categories
- What is the distinction between casual gamers and hardcore gamers?
- How should you be making this distinction when marketing to these audiences?
- Discover why most senior marketers are failing to reach the average UK gamer
- Why you might be surprised at the age, sex and income of the average gamer in the UK
14:50 Session break
15:00 The immersive world of esports
- Is there room for unconventional brands to work with esports teams?
- Can sponsoring esports players give brands a more intimate relationship with fans than live games?
- Why engaging in esports can be so much more than putting a logo on a jersey
15:20 Session break
15:30 Gaming and Social media
- Getting to grips with the phenomenon of Twitch
- Why all social media marketing should be paired with a comprehensive gaming strategy
- Should brands be pairing up their YouTube and gaming strategy?
- How will Nintendo’s new guidelines shape the way brands are engaging in social games in 2021 and beyond?
15:50 Session break
16:00 Panel: Do brand marketing teams currently have the skills in house to market their brands effectively over the next ten years?
- Will a failure to hire gaming experts result in certain brands being left behind?
- Can marketers remain relevant as the internet and gaming merge into one blended platform?
- What is needed to develop these skills in house?
- Should brands be relying more heavily on specialist agencies?