Digiday Gaming Advertising Forum

November 9, 2023 || Virtual

Gaming is no longer a niche hobby for basement dwellers. It’s arguably the most popular form of entertainment worldwide, garnering millions of eyeballs on a daily basis.
But brands and marketers simply haven’t caught up with the potential of gaming advertising. Despite the explosion of in-game advertising and influencer marketing in recent years, many brands continue to lump gaming into experimental or innovation budgets rather than approaching it as a pillar of their digital advertising strategy. As the industry matures, investors and advertisers alike have started to get more creative in the ways they demonstrate the power of gaming to nonbelievers.

During the Digiday Gaming Advertising Forum, we will explore the moment of flux in which the gaming industry currently finds itself, discussing potential growth areas for gaming marketing and the things that publishers and platforms can do to make brands more confident advertising inside games. We will also discuss the impact of measurement on in-game advertising, as well as the status of esports as a form of gaming advertising inventory.

Join us for an engaging discussion on the past, present, and future of the gaming industry, and its relationship with advertisers seeking to tap into its vast potential.

Agenda

(Times are local: America/New York)
12:00 p.m.
Welcome and Opening Remarks
speaker

Alexander Lee

GAMING & ESPORTS REPORTER

12:10 p.m.
Creating Long-term Value for Brands in Esports

In spite of the cold of esports winter, there is still a tremendous amount of opportunity for brands looking to reach gamers through esports. As marketers start to more thoroughly scrutinize the returns of competitive gaming, established league operators such as ESL FACEIT Group are looking beyond gameplay – including shoulder content, community programming, carefully crafted storytelling, and more – to create new forms of gaming inventory. In this session, EFG SVP of advertising Steve Ford speaks to Digiday about his company’s forward-looking approach to its esports inventory — and how EFG is building an infrastructure to ensure the long-term sustainability of esports.

speaker

Steve Ford

SVP OF ADVERTISING

ESL FACEIT GROUP

speaker
Moderator
Alexander Lee
12:30 p.m.
How Esports Organizations are Escaping Their Reliance on Brand Partnerships

Esports commands the attention of millions of passionate and deeply engaged fans. But despite this flurry of activity, many esports organizations are still struggling to turn that genuine engagement into sustainable profits in 2023. At the moment, most esports teams still rely on brand sponsorship revenue to stay afloat — but M80 is trying to change that narrative. In this session, M80 CEO and Co-Founder Marco Mereu speaks to Digiday about the ways his company is taking advantage of its plugged-in gaming audience to experiment with new, sustainable revenue streams such as consumer products and game publishing.

speaker

Marco Mereu

FOUNDER & CEO

M80

speaker
Moderator
Alexander Lee
12:50 p.m.
Mom’s Got Game

The numbers in gaming are staggering: a global audience of over three billion and an industry worth more than $188 billion. Yet players aren’t always who you think they are. Contrary to popular belief, a significant portion of the gaming audience is made up of women with children, a segment that has remained largely unstudied. In other words – mom’s got game. In this session, Activision Blizzard Media takes a closer look at the gamer mom, presenting a clearer picture of who gamers are today while showcasing the opportunity for brands to reach and connect with these economic powerhouses through gameplay.

speaker

Melinda Spence

HEAD OF INSIGHTS

ACTIVISION BLIZZARD MEDIA

1:05 p.m.
Converting Sports and Gaming Fandom into Esports Fandom

Young consumers are spending more time online – playing games, browsing social media, streaming content on Twitch and YouTube – and esports is a gateway to deeper connectivity. Electronic Arts (EA) is capitalizing on its wealth of wildly popular gaming properties rooted in traditional sports, such as soccer and football, and maximizing its long-running partnerships with established sports leagues to engage the next generation of fans. In this session, EA Senior Director of Esports Brand and Marketing Monica Dinsmore speaks to Digiday about the future of esports at EA as sports and gaming culture collide.

speaker

Monica Dinsmore

SENIOR DIRECTOR, ESPORTS BRAND & MARKETING

ELECTRONIC ARTS

speaker
Moderator
Alexander Lee
1:25 p.m.
How Brands are Owning Gamers’ Epic Wins

The industry is seeing the steep rise of in-game advertising. However, this can often mean placing static display ads into casual mobile games without a deeper understanding who you are reaching and how effective the engagement is.

In this session, Overwolf uncovers how they work with global brands and agencies such as Dr Pepper, Intel, Red Bull, Nissan, KFC, Disney, WPP & Dentsu to target gamers with contextual and interactive event-based ads that enhance gamer’s playtime inside the world’s biggest titles such as Fortnite, League of Legends and Minecraft.

speaker

Shahar Sorek

CHIEF MARKETING OFFICER

OVERWOLF

1:40 p.m.
Using the Power of Fandom to Understand and Reach Today’s Gamers

When marketers think of “Gamers” they still typically think in stereotypes – the “Fortnite kid”, the RPG grinder, the nostalgic platform gamer. But In actuality, there’s no such thing as a stereotypical gamer – the gaming audience is a vast and complex audience that’s incredibly hard to pin down.

That’s where Fandom, the world’s largest fan platform, comes in. FanDNA – their proprietary first party data – catalogues the collective passions of millions of gamers’ brains to understand how exactly they’re engaging and spending time in the hobby, individually and as a collective.

In this session, Fandom VP of Sales Marketing & Insights Anthony Iaffaldano speaks to Digiday about how brands can use nuanced and far-reaching data to understand the modern gamer and build a fan-centric strategy to reach them.

speaker

Anthony Iaffaldano

VP, SALES MARKETING & INSIGHTS

FANDOM

speaker
Moderator
Alexander Lee
2:00 p.m.
Key Takeaways
speaker

Alexander Lee

GAMING & ESPORTS REPORTER

See Full Day

Speakers

  • speaker
    Monica DinsmoreELECTRONIC ARTS SENIOR DIRECTOR, ESPORTS BRAND & MARKETING
  • speaker
    Steve FordESL FACEIT GROUPSVP OF ADVERTISING
  • speaker
    Anthony IaffaldanoFANDOMVP, SALES MARKETING & INSIGHTS
  • speaker
    Marco MereuM80FOUNDER & CEO
  • speaker
    Shahar SorekOVERWOLFCHIEF MARKETING OFFICER
  • speaker
    Melinda SpenceACTIVISION BLIZZARD MEDIAHEAD OF INSIGHTS
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