Gaming Upfronts 2023

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(Delegate arrival from 13.15)
The Steel Yard, Allhallows Ln, London, EC4R 3UE

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Event Overview

How do you hit on a winning gaming strategy? Gaming Upfronts returned to The Steel Yard on Tuesday 17 October to get everyone up-to-speed on the latest launches, insight and advice from some of the most important players in the sector. Guests joined Activision Blizzard Media, Anzu, Global, Twitch and Venatus for an inside look at what gaming can offer your brand, how to accelerate your in-game effectiveness, and what’s coming down the track next. 

Read key takeaways from Gaming Upfronts here

Sessions announced so far...

13.15
Delegate arrival

14.00
Sessions start

Global: Effective Audio Advertising In Mobile Gaming

Little moments of feeling like we’re winning – that’s what we’re all searching for after what has been a tough couple of years.  Simplicity, speed and reward is what mobile gaming gives us.
 
Join Global’s DAX Strategy Director Faye McDowall to discover the new brand-safe opportunities audio creates and why mobile gaming is the feel-good alternative to mindless scrolling.    
 
You’ll also hear from Capital Breakfast’s Sian Welby, Wavemaker’s Matt Hamilton and Odeeo’s VP of Product Liat Barer about the role mobile games play in their lives and why audio ads in gaming are an unmissable opportunity for advertisers. 

Rohan Premnath, Commercial Lead, EMEA, Odeeo, Sian Welby Host of Capital Breakfast, Capital & Matt Hamilton, Managing Partner, Sports, Live & Gaming, Wavemaker

Activision Blizzard Media: The Future of Immersive Advertising: How gaming fandom drives player experience

Nestled at the forefront of superior advertising experiences within gaming are those that…don’t even feel like ads at all – truly immersive experiences that strike the balance between relevance and reward for both audience and brands alike. Yet not all games are created equal, and to reach true player satisfaction, everything must have a purpose. This pursuit for purposeful advertising shines a spotlight on the power of premium game IP, the opportunities for brands within, and the role fandom plays in the halo effect of gaming for advertisers wanting to engage.

Join Activision Blizzard Media for a session focused on the future of immersive advertising, and how unrivaled player passion coupled with rich storytelling opportunities within premium game titles, creates an opportunity for brands to reach audiences in attention rich environments like never before.

Mat Harris, VP Product Management & Melinda Spence, Head of Insights , Activison Blizzard Media

Anzu: Cracking the Code: In-game triumphs and traps

In-game pioneers Anzu, dentsu, and Lumen are assembling at this year’s Gaming Upfronts to reveal the formula behind some of the most successful in-game advertising campaigns to date. From leveraging the right creative to exploring the impact of attention to selecting the right games, platforms, and audience segments, this whistle-stop tour through the in-game advertising process will leave you armed with everything you need to launch your own successful intrinsic in-game ad campaign. The session will also cover:

  • Getting your in-game strategy right from start to finish
  • The effective use of targeting and maximizing reach
  • The impact creative can have on capturing attention

Jacqui Parr, Editor, Marketing Beat, Michael Smith, Senior Director of Sales, Anzu, Cressida Ward, Agency Sales Lead, Lumen, Ed Manning Commercial Innovation Director, Amplifi, dentsu

Break

Twitch: Five gaming trends that every marketer should know

Nicola Clarke, UK Account Director at Twitch, will take you on a journey through the five gaming trends every marketer should know. The session will arm you with a better understanding of what consumers are playing, how streaming is affecting game design, how A.I. is changing the game and more. This session is open and accessible for all audiences whether you're a new player or a gaming fanatic.

Nicola Clarke, UK Account Director, Gaming, Twitch Advertising

Venatus: Press X To Unlock 'Elephant in the Room'

So gaming is big, right? That’s why we’re all here. Brands now understand the sheer size of the opportunity in front of them. A mix of media buying opportunities, channels, platforms and audiences are out there for all to see. And, savvy advertisers know they need to have gaming on the plan but do they really understand why? Venatus will be unveiling exclusive research to showcase once and for all, why gaming is the ultimate platform for global brands to connect meaningfully with their audiences. Community champions and media experts will join us on stage to reveal their own insights into the power of gaming media and to address the (rather large) elephant in the room!

Jermaine Abel, Director of Sales, EMEA, Laura Ballesteros, Head of Sales Strategy, Venatus, Charlie Staples, Senior Research Manager, GWI & Dan Webb, Owner, XboxAchievements.com / PlayStationTrophies.org

17.00
The after party featuring Capital DJ Kemi Rodgers – brought to you by Global

19.00
Close

Speakers announced so far...

Nicola

Nicola Clarke

Account Director, Gaming, Twitch Advertising 
Nicola

Nicola Clarke

Account Director, Gaming, Twitch Advertising 

A longtime Twitch fan with a love of gaming from childhood, Nicola was among Twitch Advertising's founding team in the UK. She is fascinated by the nuances within gaming’s community spaces and their social values beyond gameplay. She helps brands to understand and engage confidently with gaming communities on Twitch. 
 
Prior to Twitch, Nicola held account management roles at The Guardian, Havas and The Specialist Works. In her spare time, Nicola streams variety content on Twitch.

Sian

Sian Welby

Host of Capital Breakfast
Sian

Sian Welby

Host of Capital Breakfast

Sian can be heard on Capital’s flagship show Capital Breakfast with Roman Kemp weekdays 6-10am.

In the TV world, 2021 saw Sian hosting an E4 Pilot called Kinky Daters exploring the more playful and inclusive world of dating.

2020 saw Sian host Goodwood Speed Week for ITV alongside Dermot O’Leary and she spent half of 2017 jetting off around the world to host Channel 5’s Formula E: Street Racers Magazine show – The home of electric car racing. 

From 2010 – 2016 Sian was the daily face of Channel 5 weather and The Health Lottery. She hosted various programmes for EA Games and was one of the presenters of viral mobile game HQ Trivia. Along with this, Sian has also hosted numerous sports programmes, including Channel 4’s six-part cycling show, The Revolution, the Rugby World Cup for ESPN, and, the PGA Euro Pro Golf Tour for Sky Sports.

Welby is an active supporter of several charities including the Sick Children’s Trust and Leonard Cheshire Disability Centre.

Faye McDowall

Faye McDowall

Strategy Director, DAX at Global
Faye McDowall

Faye McDowall

Strategy Director, DAX at Global
Kemi Rodgers

Kemi Rodgers

Capital DJ
Kemi Rodgers

Kemi Rodgers

Capital DJ
Melinda headshot

Melinda Spence

Head of Insights, Activision Blizzard Media
Melinda headshot

Melinda Spence

Head of Insights, Activision Blizzard Media

As Head of Insights at Activision Blizzard Media, Melinda Spence oversees global insights for the game publisher’s advertising division, delivering industry-leading thought leadership and research. Prior to Activision Blizzard Media, Melinda spent six years at PepsiCo, most recently leading its Rapid Delivery and eAway From Home commercial team across Europe. She has also held roles at Apple, where she identified strategic opportunities for the Apple online store utilizing customer insights, and BSkyB where she was focused on analyzing and improving customer satisfaction in Sky's online business unit. Originally from the United States, Melinda now resides in the United Kingdom and holds an MBA from London Business School. 

Mat Harris headshot

Mat Harris

VP Product Management, Activision Blizzard Media
Mat Harris headshot

Mat Harris

VP Product Management, Activision Blizzard Media

Mat Harris has been building innovative ad products for nearly 20 years. For much of this time, Mat has focused on helping advertisers reach consumers in the mobile apps they love, and helping app developers grow.

Mat currently leads product management for Activision Blizzard Media in San Francisco. Prior to joining ABM, he led targeting, bidding optimization, and privacy transformation for Google Display Ads. Before that, Mat was in London, supporting a global product organization at Meta responsible for the mobile app ads business across Facebook, Instagram, Oculus, the Facebook Audience Network, and building transformational products for the app developer ecosystem. Earlier in his career, Mat held product leadership roles at Sojern, Tapjoy, and InMobi, and co-founded two ads-based startups.

Charlie

Charlie Staples

Senior Research Manager, GWI
Charlie

Charlie Staples

Senior Research Manager, GWI
Lauren

Laura Ballesteros

Head of Sales Strategy, Venatus
Lauren

Laura Ballesteros

Head of Sales Strategy, Venatus
jermain

Jermaine Abel

Director of Sales, EMEA
jermain

Jermaine Abel

Director of Sales, EMEA
Dan Webb

Dan Webb

Owner, XboxAchievements.com / PlayStationTrophies.org
Dan Webb

Dan Webb

Owner, XboxAchievements.com / PlayStationTrophies.org
Jacqui

Jacqui Parr

Editor, Marketing Beat
Jacqui

Jacqui Parr

Editor, Marketing Beat
Michael Smith

Michael Smith

Senior Director of Sales, Anzu
Michael Smith

Michael Smith

Senior Director of Sales, Anzu
cressida

Cressida Ward

Agency Sales Lead, Lumen
cressida

Cressida Ward

Agency Sales Lead, Lumen
Ed

Ed Manning

Commercial Innovation Director, Amplifi
Ed

Ed Manning

Commercial Innovation Director, Amplifi
Rohan

Rohan Premnath

Commercial Lead, EMEA, Odeeo
Rohan

Rohan Premnath

Commercial Lead, EMEA, Odeeo
James Chandler

James Chandler

CMO, IAB UK
James Chandler

James Chandler

CMO, IAB UK

Our partners...

Activision Blizzard Media
Activision Blizzard Media
anzu
Anzu
Global
Global
Twitch
Twitch
Venatus
Venatus
Katherine Ryan at Podcast Upfronts 2022

Our biggest Upfronts ever

Four weeks of events full of fresh thinking and mega-watt speakers from Amazon Ads, BBC Studios, Snap Inc. and YouTube. You’ll be among the first to hear about brand new ad products and launches from the people at the forefront of digital innovation. 

Alongside Podcast and Gaming Upfronts, this year we're also launching Connected TV and Retail Media Upfronts. Over 20 of the most exciting companies from these quickly-growing channels will let you get up close to the opportunities they offer advertisers and how to make the most of them.

How are we being more sustainable at our events?

We’ve taken steps to ensure we are more sustainable at our events. This includes…

- Opting for fully vegetarian menus

- Printing less one-use items

- Re-using our event lanyards

- Opting for suppliers that align with our sustainability goals

How can you be more sustainable when attending our events?

- Where possible walk or travel by public transport

- Make sure when leaving our events that you hand in your lanyard with one of the team so we can reuse it at future events

- If you’re grabbing a hot drink on route – make sure you remember a reusable cup

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