The next great entertainment company will have games at its center. Gaming is an amazing vehicle for creating globally resonant IP (intellectual property) that fosters incredible communities who, by the nature of the product, are used to interacting with the brand directly. In this session, Riot Games CMO Jason Bunge will discuss how powerful IP can catapult a brand from being product-first to being community-first, how Riot is expanding the brand with its own IP, and why stepping away from a one-size-fits-all audience approach is key in today's increasingly global and digital marketing world. He’ll also share predictions around where the future of entertainment is headed and how it will shift beyond its expected mediums.