Jump to content
Jonathan Stringfield, VP, Global Business Research & Marketing at Activision Blizzard Media presenting new research

Blog

IAB UK Gaming Upfronts 2022 Recap

November 14, 2022

2 minute read

Industry leaders convened at the annual IAB UK Gaming Upfronts to discuss the state of gaming and how advertisers can continue to engage this growing channel. Jonathan Stringfield, VP, Global Business Research & Marketing at Activision Blizzard Media presented new research focused on the immersive nature of gaming and how it delivers unique social connection, both in-game and beyond.

 

 “Gaming is on the cutting edge of a fundamental reconfiguration of the media and consumer landscape," stated Stringfield, underscoring the importance of the channel and the potential for brands to tap into gaming through a variety of ad formats.

 

Jonathan was joined by James Whatley, Chief Strategy Officer at Diva Agency, for a fireside chat where they discussed the importance of the player-first mentality when discovering applicable entry points for brands wanting to advertise in the in-game environment. 

 

“We work best when we are putting things in front of players that they want to see,” encouraged Whatley, who instills relevance as a core tenant to campaign success within the gaming ecosystem. 

 

Among the most powerful takeaways from the presentation is how people spend more time gaming than interacting with social media. This presents a tremendous opportunity for marketers, who have increasingly leaned into communal platforms to share their messages and reap the benefit of a tuned-in audience. In addition, with the multitude of ways that brands can enter the gaming ecosystem, they should be looking for insights to inform strategy and capitalize on the social effects of the game. 

 

The Real Social Connector: How Gaming Drives Community, Authenticity, and Engagement, examines the power of fandom, and the unique ability to foster and enhance bonds through gameplay. By uncovering why people play and how the social elements of gaming support a sense of community, advertisers can harness new opportunities to reach interactive and engaged audiences like never before.

Activision Blizzard Media at IAB UK Gaming Upfronts 2022 Video

For more information about Activision Blizzard Media’s in-game ad experiences, click here or contact ads@activisionblizzardmedia.com to set an appointment to learn more.

Knowledge Share

Sign up to be notified of future content updates.

THE LATEST NEWS & CONTENT

View All

January 11, 2023

Ad Age Next: CMO 2022 Recap

Learn about the social impact of gaming, how consumers are oriented around the channel, and the vast opportunity for advertisers to engage.

Read More

November 14, 2022

IAB UK Gaming Upfronts 2022 Recap

Industry leaders convened at the annual IAB UK Gaming Upfronts to discuss the state of gaming and how advertisers can continue to engage this growing channel.

Read More

October 10, 2022

The Interactive Advertising Format That Is Winning Over Audiences

Unlike a traditional static or interactive video ad type, Playables allow users to interact with the brand directly in a fun and immersive way that helps drive awareness and brand recall.

Read More

View All

Advertise With Us

Level up your brand awareness with high performance advertising.

With decades of experience and a legendary portfolio that includes iconic game franchises like Candy Crush™, Call of Duty®, World of Warcraft® and StarCraft®, we make it possible for brands to engage with hundreds of millions of active users all around the world.

For media inquiries, contact
abm@activision.com

Step 1 of 2

Let's start with the basics...

Crash Bandicoot

Step 2 of 2

Now, Tell us who you are and what you're interested in...

Spyro the Dragon

Your message has been sent.

WE’LL BE IN TOUCH!

Thanks for reaching out. A member of our Ad Experiences team will contact you soon.

Overwatch Starcraft

The Software License and Service Agreement will be updated. Please follow this link [https://www.activision.com/legal/ap-eula] in order to see these changes.

Privacy Policy Update
We’ve updated our Privacy Policy. You can view the revised policy here. By continuing to use Activision’s websites, products or services, you acknowledge this revised Privacy Policy.