Gamers are the largest and most coveted consumers on the planet, accounting for 40% of the global population. However, many brands have struggled to interact with them authentically and in a way that provides them with value. In this session, Pelle Sjoenell and Jia Zheng will discuss their experiences and learnings in the gaming industry to help creatives better understand this passionate community and advise them on how to avoid common blunders, and provide resources for generating innovative concepts.