Disruptive technologies like virtual reality and the metaverse provide untapped opportunities for marketers to connect with consumers. While it’s clear these innovations are here to stay, what is less clear is how brands can stay ahead of the curve and be disruptive in their own right. As gaming innovation and technology become more sophisticated, brands need to take a step back and rethink their strategies around in-game advertising and their definitions of creativity.  
 
In this session, join Fernando Machado, Chief Marketing Officer of Activision Blizzard and Pelle Sjoenell, Chief Creative Officer of Activision Blizzard as they explore the evolving role of creativity in brand marketing through the lens of the gaming and entertainment industries. You’ll walk away understanding of how gaming connects with key human motivations and how to better approach the growing gaming community as a marketer.