Why are brands overcomplicating gaming?

<p>Last week, the greats of UK media gathered in London to celebrate the <a href="https://www.campaignlive.co.uk/article/campaign-media-awards-2025-winners-revealed/1912025" rel="noopener noreferrer" target="_blank">Campaign Media Awards 2025</a>. The coveted <a href="https://www.campaignlive.co.uk/article/1913628/campaign-media-awards-winners-2025-commercial-team-year" rel="noopener noreferrer" target="_blank">Commercial Team of the Year</a> award went to LADbible while Spark Foundry’s Mondelez Team took home <a href="https://www.campaignlive.co.uk/article/1913709/campaign-media-awards-winners-2025-agency-team-year" rel="noopener noreferrer" target="_blank">Agency Team of the Year</a>.</p><br><p>The winning <a href="https://www.campaignlive.co.uk/article/1913710/campaign-media-awards-winners-2025-campaign-year" rel="noopener noreferrer" target="_blank">Campaign of the Year</a> was awarded to PHD and "Stream of (un)consciousness" for the British Heart Foundation. The gaming campaign worked with Twitch creators, interrupting their streams to teach viewers how to do CPR, and the results were powerful, with someone’s life being saved after a viewer saw one streamer’s CPR segment. Judges said they couldn’t “wish or hope for more for a client in this sector.”</p><br><p>In this bonus episode we are chatting to the brains behind the campaign, Tess Gullis, gaming business director at PHD. We discuss how the campaign is successful in its simplicity, the misconceptions that still exist from advertisers and answer why brands are overcomplicating gaming.</p><br><p>Hosted by Campaign tech editor Lucy Shelley, this episode also features deputy media editor Shauna Lewis.</p><br><p><a href="https://www.campaignlive.co.uk/article/campaign-media-awards-2025-winners-revealed/1912025" rel="noopener noreferrer" target="_blank">View all the winners here</a>.</p> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>