Jamie Lyons is Global Head of Gaming and Virtual Experience at PHD. Since launching PHD Gaming in the UK in 2021 he and his team have worked with brands across fashion, CPG, luxury, automotive and the games sector to authentically engage gaming audiences. In the 12 years prior to developing the agency’s gaming capabilities he held roles spanning digital product development, client leadership and digital media activation, planning and strategy at PHD UK, iProspect and independent digital specialists.