LONDON, ENGLAND – On October 31, 2024, the European Sponsorship Association (ESA) held a forward-thinking panel titled “The $200 Billion Sleeping Giant: How Brands and Publishers are Harnessing the Power of Gaming Culture” at the O2 Arena in London. The event featured leaders in the gaming industry and experts in global sponsorships, including John Higgins, CEO of OS Studios, as a keynote speaker.
The panel explored the vast potential for brands and publishers to engage with gaming culture to enhance customer engagement and strengthen market positioning. Higgins, renowned for his expertise in Gen Z marketing, shared insights and strategies for effectively connecting brands with gaming fans. Known for positioning his team as “culture vultures,” Higgins emphasized OS Studios’ commitment to staying at the forefront of gaming culture due to their deep-rooted passion as fans themselves.
“It was a fantastic discussion,” Higgins reflected. “Gaming is a vibrant, collaborative space, and brands are increasingly recognizing how to tap into its potential.”
The event covered essential topics for brands and publishers interested in connecting with Gen Z and gaming audiences, including the state of the marketing industry, strategies for engaging with gaming culture, and methods to reach a portion of the gaming industry’s estimated $200 billion market. Panelists also addressed the distinctions between gaming culture and esports, future predictions, and fan-driven brand activations.
Attendees, including ESA members who joined for free, were also invited to stay after the panel for an exclusive tour of Worlds 2025 Fan Fest. The tour provided a preview of brand activations for the League of Legends World Championship Finals, set to take place at The O2 Arena on November 2.
As the gaming industry continues to expand its influence on branding, marketing, and community building, Higgins underscored the event’s timeliness. “It truly is a sleeping giant for many brands,” he noted. “There’s immense untapped potential.”
For additional information about this event, visit www.sponsorship.org.
About John Higgins
John Higgins is the CEO of OS Studios, a global creative marketing agency specializing in video gaming and esports. Under his leadership, OS Studios has won numerous awards, including Webby, Clio, and the EventEx Awards. The studio has also been nominated for an Emmy. John was honored with the Digiday Leader of the Year Award and has produced two of the top 10 hottest tickets in London, according to TimeOut. He has been a highly sought-after source of expertise in marketing, advertising, and global trends in sports, gaming, and entertainment.
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