Gaming has been at the top of most marketer's agendas even before the boom in attention the industry got during global lockdowns. But the growth of global marketing spend on gaming media is much slower than both social and CTV, indicating a lack of confidence in space. Kairos Group, a social creative agency who have grown up in the gaming industry, are investigating some of the key misnomers and misconceptions holding brands back from grabbing the gaming opportunity. Strategy Director Mark Bellamy and senior brand leader at Heinz, Hannah Winterbourne, will be unpacking Heinz's Cannes Lions winning gaming initiatives in the gaming space over the last three years to show how a tactical mindset to connecting with different gamers can deliver long-term equity in the space.