Why is gaming not a media channel?

Campaign discusses themes from the gaming summit and explains where gaming should fit in the media plan.

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If gaming should no longer be considered a media channel, what is it? Campaign hosted the Gaming Summit this month, and many speakers at the event asserted that gaming should be considered as more than just a channel to activate, in order to make the most of its global audience of 3.5 billion people.

In this episode, Campaign's journalists from the event discuss why gaming should not be considered as a media channel, some of the mistakes brands make when approaching gaming and how to capitalise on the audience's active engagement.

Tech and multimedia editor Lucy Shelley is joined by the event’s host media editor Beau Jackson and deputy media editor Shauna Lewis.

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