Digiday Gaming Advertising Forum
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.
Speakers
Monica DinsmoreEASENIOR DIRECTOR, ESPORTS BRAND STRATEGY & MARKETING
Rodrigo SamwellESL FACEIT GROUPCHIEF COMMERCIAL OFFICER
Agenda
Alexander Lee
GAMING & ESPORTS REPORTER
As advertisers flow into gaming, Electronic Arts is taking advantage of its portfolio of popular sports games to create natural opportunities for brands to reach the company’s millions of players. Over the past year, brands such as USAA and Lexus have taken advantage of EA’s advertising inventory through activations such as the Ultimate Madden Bowl, for which Lexus became the title sponsor of a virtual stadium inside “Madden NFL 24,” and the premier Madden esports ecosystem Madden NFL 25 Championship Series, which used USAA Stadium as its virtual homeground. As EA looks to raise marketers’ awareness about the advertising opportunities within its gaming portfolio, esports represents a key touch point for the gaming community. In this session, EA Senior Director of Esports & Ventures Brand Monica Dinsmore will speak to Digiday about the opportunities for advertisers within Electronic Arts’ wide-ranging portfolio of esports properties.
Monica Dinsmore
SENIOR DIRECTOR, ESPORTS BRAND STRATEGY & MARKETING
EA
ESL FACEIT Group is the largest organizer of esports events worldwide. As the company scales up its operations through partnerships with publishers such as Activision Blizzard and Riot Games, its leaders believe that building generational fandom is key for the future of esports — and that “super-events” are the way to accomplish the task. For this session, ESL FACEIT Group chief commercial officer Rodrigo Samwell will speak to Digiday about how the company has helped sponsors like Intel become synonymous with the competitive gaming scene thanks to repeated annual major events such as the Intel Extreme Masters series of “Counter-Strike” and “Dota 2” tournaments.
Rodrigo Samwell
CHIEF COMMERCIAL OFFICER
ESL FACEIT GROUP
The excitement around the gaming industry is undeniable, but for marketers, diving in without a well-thought-out strategy can lead to costly missteps. In this session, a senior marketing executive will walk through how their company embraced gaming, developed a strategy, and integrated it within their broader marketing team. Attendees will learn about the importance of having specialist roles and how to avoid the common pitfalls of entering the gaming space.
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