Gaming is part of mainstream culture, but what will it take for media plans to catch up? In the first of two episodes recorded at IAB UK’s Gaming Upfronts, Robert Jeromson speaks to Overwolf and ESL FACEIT Group about the opportunities for brands to connect with audiences through play.
First, Overwolf’s Nathan Lindberg, VP of Brand Partnerships, explores the world of PC gaming, from the creators building mods and in-game tools to the audience insights helping advertisers challenge outdated stereotypes. He discusses how brands can support experiences players value and find their audiences within gaming.
Then, ESL FACEIT Group's Dominic Grant, Director of Advertising Sales EMEA & Veronica Stevenson, Advertising Sales Lead, share why listening, consistency and trust matter when engaging esports communities. With DHL’s partnership as a case study, the conversation explores how brands can become part of gaming culture and turn community connections into business results.
From rewarding players to building long-term partnerships, this episode asks how advertisers can earn their place in gaming.
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