Melinda Spence
As Head of Insights & Measurement at Activision Blizzard Media, Melinda Spence oversees a global team, delivering industry-leading thought leadership, research, and measurement solutions. Prior to Activision Blizzard Media, Melinda spent six years at PepsiCo, most recently leading its Rapid Delivery and eAway From Home commercial team across Europe. She has also held roles at Apple, where she identified strategic opportunities for the Apple online store utilizing customer insights, and BSkyB where she was focused on analyzing and improving customer satisfaction in Sky's online business unit. Originally from the United States, Melinda now resides in the United Kingdom and holds an MBA from London Business School.
Melinda Spence is speaking at the following sessions
Tuesday 17 September | 16.00
Premium by Design: Understanding the Impact of Quality Gameplay Experiences
Not all games or in-game advertising opportunities are created equal. What elevates established gaming franchises and much-loved titles over others is the premium nature of the gameplay experience, from high quality audio and visuals to compelling storytelling to carefully crafted game mechanics. For an advertising integration to be effective, it requires the same level of quality, attention, and detail so that it remains authentic to the game environment.
This session will present research that explores what makes a game premium and how player perception intersects with a quality gameplay experience. It will showcase what premium advertising experiences look like within established gaming titles and franchises, and why context is important for both brands and players.
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