XBOX Media Solutions ads

KitKat x Candy Crush Saga went far beyond a single in-game activation. Across 40 markets, the partnership brought together in-game media, custom creative, co-branded products, creator partnerships, physical activations and more. Watch how the partnership came to life, then explore the case study to see the results behind the in-game media.

What makes a brand-agency-publisher partnership truly work in gaming? At IAB UK Media Upfronts, Jamie Lyons of PHD Media spoke about how agency partners look for more than packaged placements. They want publishers who can help them think strategically: “Only now are we starting to have ad products that reflect the nuance of the [gaming] audience experience... we look for an opportunity to take our client’s ask and work with the likes of [Activision Blizzard Media] to find a solution that really does tap into what we want to achieve rather than buying off the shelf.” From the publisher perspective, Chris Bailes of Activision Blizzard Media emphasized that clear goals from the brand side can unlock smarter, more effective solutions. He noted that in gaming, brands have the flexibility to “build whole universes,” but without clarity on why they’re showing up, even the biggest creative ideas can miss the mark. Get smart about gaming. Subscribe to our monthly newsletter for tips, trends, and perspectives from across the industry.

Gaming is big, but that doesn't mean it's one-size-fits-all. Too often, brands see gaming as a single media channel when, in reality, it’s more like the entire sports world: fragmented, community-driven, and rich with nuance. At Media Upfronts, we spoke with Jamie Lyons, Global Head of Gaming & Virtual Experience at PHD Media, about how brands can activate in gaming without overcomplicating it. “To try and just tackle gaming is like trying to tackle sport... it’s not like a homogenous mass. It’s something that needs a little bit of nuance and a little bit of thinking.” The takeaway? Know what you want to accomplish in the space and bring in experts who can help guide the execution. Sign up for our monthly newsletter to keep learning how to make gaming work for your brand with our leading insights, as well as agency and brand perspectives.

Brands increasingly understand that gaming is a high-attention, leaned-in environment for reaching audiences, but knowing how it fits into a media plan is where things get tricky. Gaming doesn’t behave like traditional media channels, and trying to treat it that way leads to missed opportunities. At Media Upfronts, we sat down with Jamie Lyons, Global Head of Gaming & Virtual Experience at PHD Media, to get an agency perspective on how brands should approach the space. His advice? “Gaming is so ubiquitous with so many people, you need to chunk it down a little bit…” It’s not about simply “buying gaming.” It’s about aligning to the right business, marketing, or communications challenge, and using the gaming ecosystem as a powerful (and flexible) way to solve it. Missed our session? Sign up for our monthly insights newsletter for takeaways like this, plus alerts about future events and trends at the intersection of gaming and advertising.

When it comes to ad creative in gaming, one rule always applies: the more passionate the fandom, the more intentional the execution needs to be. At Media Upfronts, Melinda Spence of Activision Blizzard Media emphasized the importance of aligning creative to the gaming environment: “…with great power comes great responsibility. We have to make sure that the creative is aligned to the gaming environment. Not anything will work in anything, as we all know in the advertising industry.” Gaming fandoms are deeply invested in the experiences they love, and when brands show up thoughtfully, those fans tend to respond positively. But it’s not one-size-fits-all. Alignment matters. For more insights on how to activate authentically in gaming, sign up for our monthly newsletter.

Gaming success doesn’t start with reach: it starts with the brief. At Media Upfronts, Jamie Lyons, Global Head of Gaming & Virtual Experience at PHD Media, shared that what’s made his team’s work with Activision Blizzard Media successful has been simple: start with the right problem, and deliver the right product. “The key to the success of them is just a solid product as the right answer to the brief. Rarely will an Xbox answer deliver the same result as the Candy Crush answer. So you have to have that first awareness and diagnostic piece.” Once that alignment is in place, the outcomes tend to speak for themselves. But as Chris Bailes, Head of EMEA Sales at Activision Blizzard Media, noted, we don’t always speak loudly enough about those outcomes. Because when brands meet players in the right moment, with the right creative, the power of attention in gaming can meaningfully move the needle on brand uplift, purchase intent, and even sales. We believe that success in gaming starts by being player-first, brand-smart, and by guiding partners to the right moments, not just the loudest ones. For more insights like this and upcoming event updates, sign up for our monthly newsletter.