The relationships between brands and video games has evolved over the years. We've gone from the days of lemonade mascots starring in their own platforming titles to a point where premium fashion labels like Gucci are finding ways to integrate their brands into hugely popular titles like Roblox.
At last month's GI Live London, a panel of experts discussed this changing relationship and what the industry can expect in the future when it comes to working with brands. The conversation – hosted by Dawn Paine, co-founder and CEO of creative agency Aurora – began with thoughts as to why more and more companies are seeking to establish a presence in video games.
"It is utter madness that most of the brands aren't talking about the spaces that the vast majority of the population are in"