Podcast: Are agencies fit for purpose when it comes to gaming advertising?

Podcast: Are agencies fit for purpose when it comes to gaming advertising?
The Media Leader Podcast

In-game advertising has proven to be a tough nut to crack for brands and marketers. But are agencies set up well to take advantage of the burgeoning possibilities in the medium?

Rhys Hancock is a technology, media and entertainment consultant who previously worked at Epic Games and, before that, co-founded metaverse studio and agency Metavision.

In a conversation with host Jack Benjamin, he gives his perspective on whether agencies are well-suited to planning and buying gaming inventory.

“That separation between creative and media, I don’t think can hold in gaming much longer,” said Hancock.

Listen below and hit ‘subscribe’ to make sure you get future episodes wherever you like listening to podcasts: 


7:05: Breaking down intrinsic and immersive in-game advertising options

11:20: In-game advertising campaigns that have worked well

17:06: Are agencies well-suited to executing on gaming campaigns?

25:50: The future of gaming — VR, cross-platform and cloud gaming, shoppable gaming and generative AI

This episode was edited by our production partner Trisonic.

The Media Leader Podcast is a twice weekly show in which our journalists interview some of the most influential people in advertising and media, as well as the next generation of future leaders and rising stars. We also review the biggest stories in media and discuss our featured columnists’ latest opinion pieces.

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