How can brands make the most of this enormously powerful channel? How can they establish powerful in-game activations that reach the right audience in the right way? And how can brands demonstrate the value of games over time to ensure they maximise the power of play to their bottom lines?

George Osborn, Editor of Video Games Industry Memo and author of forthcoming book Power Play: The Inside Story of How Video Games Influence the World, will sit down with James Whatley, the strategy leader behind OREO x Xbox Cheat Cookies campaign that won over 100 advertising awards in 2024, to answer these questions and teach you how to unlock the power of play for your brand.