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Blog
Connected Brand Experiences in Gaming: Activision Blizzard Media x Assembly
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What was once seen as a novelty or innovation play has now become a mainstay in omnichannel strategies. And with that comes a new imperative: understand gaming not as a siloed tactic, but as a connected experience that spans mobile, console, and beyond.
For brands looking to future-proof their media strategies, this conversation offers a compelling look into why gaming isn’t just part of the culture—it is the culture.
Activision Blizzard Media Head of Gaming Business Success Strategy, Claire Nance, and Microsoft Advertising VP of Global Business and Revenue Planning, Jonathan Stringfield, joined Assembly’s Tyler Goldberg for a wide-ranging conversation on the evolving role of gaming in modern media plans.
Watch the full session below to hear how Claire and Jonathan see the future of brand integration in gaming.
Watch the Video on YouTube
Brief Summary
As Claire explained, brands are beginning to recognize the ubiquity and diversity of gamers—spanning demographics, platforms, and play styles.
Jonathan expanded on how technological advances, such as programmatic ad delivery and content moderation controls, have made gaming one of the safest and most versatile environments for advertisers. But success, he noted, isn’t about simply checking the “gaming” box. It requires alignment between message, audience, and the unique mechanics of gameplay.
The discussion also tackled the critical importance of format design. Claire shared insights into what makes mobile ad formats—like Rewarded Video—effective, and why players respond positively to opt-in, value-exchange experiences. Both speakers emphasized the need for brand activations to feel native, seamless, and additive to gameplay—not disruptive.
Other topics included brand suitability vs. safety, cross-platform audience strategies, and the power of gaming fandom and nostalgia. The takeaway? Brands that approach gaming with strategic intention—not just opportunism—stand to gain the most.
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