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Gaming is an entertainment juggernaut, but marketers have been slow to realize its full promise for brands. Part of that hesitancy is down to brand safety concerns. Gaming communities can be ruthless; slip-ups can be costly; and on gaming platforms, ads can be served alongside unpalatable user-generated content (UGC). For The Drum’s Gaming Advertising Deep Dive, we asked games marketing experts from The Drum Network – is the water safe?

Gaming is one of the world’s most reliable forges of innovation. Not just the games themselves, but platforms, culture and communities too. Discord and Twitch, and noobs and nerfs, and caps and flossing have all changed the world in their own way. It’s an incubator for progress in marketing too, spearheading new formats and providing routes into culture at its source. So what can marketers learn from gaming? For The Drum’s Gaming Advertising Deep Dive, we asked six experts from The Drum Network.