PromaxGAMES: The Summit 2018

PromaxGames: THE SUMMIT 2018

PromaxGames is the innovation summit created specifically for game marketers, creatives, and designers. This one-day event brings together the top agencies and publishers from across the industry to explore new strategies, network, and  celebrate the greatest creative in game marketing.

PromaxGames Speakers Inspiring Panels Unrivaled Networking Showcase Your Brand The PromaxGames Awards 2018




8.00 AM - 7.00 PM

Registration Desk Open

Obtain your conference badge or ask questions. PromaxGames staff are always available at the registration desk.

Sponsored by:

Freddie George Production Group

9.00 - 11.00 AM
Main Session

Official Conference Open

Don't miss the official welcome to the conference from your PromaxGames Board of Governors.

Erica Larson, Head of Industry, Gaming, Google and PromaxGames Co-Chair
Laura Naviaux Sturr, Chief Publishing Officer at Daybreak Games Company​ and PromaxGames Co-Chair

Story 2020

2020 is just two years away, and technologies are aligning for a perfect storm that could either make or break established media houses. At the intersection of virtual reality, live video, artificial intelligence and social media, we explore the trends shaping the future of storytelling. Understanding the media consumption trajectories of our audience today helps us create engaging formats for where they’ll be tomorrow.​

Yusuf Omar, Journalist & Co-Founder, Hashtag Our Stories
Sumaiya Omar, Co-Founder, Hashtag Our Stories

Cloud: Convergence of Tech, Data, and Machine Learning

You know what the cloud is, but do you know how best to harness its power to propel your business? From managing data and technology to exploring opportunities emerging from machine learning, Google’s Damien Lawlor guides you through the cloud. You ask: how does the cloud help me create and market my games to my consumers? See how the technology available to all developers and marketers can help you accelerate.

Damian Lawlor​, Managing Director, Cloud for Marketing, Google Cloud​

The ESports Effect: Past, Present and the Undeniable Future

ESports is now rising from a small sliver of the gaming market to a commanding presence around the world! This revolution of competitive experiential engagement is on every major publisher’s radar, inspiring community engagement between fans and the players of the sports themselves. We all know by now that an Esports game is not made but that a game is made and esports finds it. So when it does, what then? Hear from Nate Nanzer, Commissioner of the Overwatch League, on how the game and its community has evolved in to a game changing global spectator sport.

Nate Nanzer, Commissioner, Overwatch League
James Duggan, Editorial Producer, IGN

11.00 AM

Recharge Break

Grab a coffee, chat with colleagues, and meet some of the best creatives and marketers in game marketing.

Sponsored by:


Recharge Lounge Opens

Recharge your devices, catch up with colleagues, and network with the best game marketers and creatives. Be sure to thank UBISOFT for that extra power boost!

Sponsored by:


11.20 AM
Main Session

Fans Do It Better: Infuse the Passion of the Core in Your Creative

In a peak media landscape where the battle to dominate the charts is fiercer than ever before, every franchise campaign lives and dies by the energy of its core fan community. But the core is fickle. It often seems like they love the things they love, and hate everything else. Catering to their needs is thus important, but fraught with creative risks. Dive too deep into the core niche and you risk alienating casual fans with inside baseball. Deliver content that's generic, inauthentic, or dissonant, and the ecstatic core becomes an angry mob.

So, how do we speak to the core and the casual at the same time? How do we create innovative and disruptive content while also giving fans what they expect? How do we filter negative chatter while listening for constructive criticisms? We can turn to polling and market research to answer these questions, we can turn to social media, but we can't forget to turn inward. To rally the passion of core fans, we have to become fans first, and professionals second. Here's some advice on how to do that without getting lost in a niche.​

Shawn Kittelsen, Writer and Narrative Designer, HUMBLE WORDSMITH​

Manage Your Message: Keeping Your Brand Reputation Safe Through a Crisis

What used to be a 24-hour news cycle has turned into a 24-second explosion of Facebook posts, tweets and online stories, both real and “fake”. You can’t always control influencer behavior but marketers can play a direct role in helping brands move past the negative and guide content strategy and other marketing messaging into the positive.

Johanna Maska reveals the techniques used to manage a crisis from her senior role inside President Obama’s White House, from preparedness to response methods, this session will highlight effective ways to turn that ‘crisis’ into a moment.

Johanna Maska, CEO, Global Situation Room, Inc.
Lee Caraher, President & CEO of Double Forte PR & Digital Marketing

11.20 AM
Breakout Session Room

Become an Influencing Sensation: How to Master Influencing Skills to Drive Change

As gaming organizations have become more matrixed, influencing and communicating your ideas has become more complicated. The old formulas for how to get your ideas through and influencing across the organization doesn’t work anymore. Change and disruption has impacted everything from business models, to new players on the market, to new platforms, to an evolved user experience, to analytics being the basis of everything. While the new model of leading a gaming organization has moved to integrated planning, predictive analytics, being a content factory and marketing with agility, mastering your influencing skills is key to truly driving change. Becoming an expert in inspiring people to new ideas cross functionally is vital to thriving in this new environment. In a highly interactive, engaging and pragmatic session, powerhouse game changer

Esther Weinberg, shares the top secrets for influencing with impact in this highly matrixes environment.

Esther will show you how to:

  • Grasp the power dynamics in your organization to get your voice heard
  • Increase your impact even with those who share contrarian view
  • Discover the body language cues that demonstrate engagement
  • Plan your approach to get your voice heard with each specific audience
  • Develop strategies for gaining influence with those above you
  • Uncover the pitfalls for influencing cross functionally

Esther Weinberg, CEO, MindLight Group

12.30 PM

Lunch Break

Let’s do lunch, our treat! Food trucks and a taco stand will be onsite exclusively for our attendees. Grab a bite to satisfy that midday hunger. Have a seat at a nearby picnic table and connect with fellow attendees while soaking up a little vitamin D (weather permitting).

Sponsored by:


1.30 PM
Main Session

WTF: What's the Future of Marketing in the Age of Assistance

Today's marketing landscape is constantly evolving. Consumers are more connected and more demanding for more personal, relevant and useful engagement with brands when it comes to mobile. This gives way to what Google calls “the age of assistance.” It signifies an intelligent genre of customer engagement where brands must shift from marketing-centric, omni-channel campaigns to customer-centric, cross-channel engagement that’s assistive, useful and additive in nature.

How to make it work for you might not be obvious, but the expert insight of Google’s Chief Search Evangelist, Nicolas Darveau-Garneau will unfurl the roadmap to create the most authentic user engagement.

Nicolas Darveau-Garneau, Chief Search Evangelist, Google

Instagram Stories: The Power of Ephemerality and Brands

With more than 300 million accounts now using Instagram Stories daily, brands are increasingly turning to ephemeral content to inspire playful creativity and drive real business results. Hear from Christina Ting, Product Marketing Lead at Instagram, about the evolution of Instagram Stories and how games advertisers can leverage this shift to meaningfully connect with passionate gaming communities.

Christina Ting, Product Marketing Lead, Instagram

Gaming Culture Co-op! Women Gamers Cut the Cord on Stereotypes

Today it’s clear that women, LGBT-identifying individuals and people of color are growing representation and changing our perception of gamers. According to a 2015 Super-data study on Gaming Video Content, 666 million people watch gaming videos globally and women make up 46% of the viewing audience. In 2017, Adweek said that Rooster Teeth’s appeal was “transcending the stereotypical gamer to reach a mass audience”. Rooster Teeth takes the PromaxGames stage to talk about rapidly growing its already strong and vocal female gamer fan base, through shows like RWBY, podcasts like Always Open, and the growth and inclusion of more women on-screen.​

Mica Burton, Cosplay Model, YouTube Content Creator
Joey Noelle, Community Manager, Kinda Funny
Geoff Ramsey, Founder, Achievement Hunter

3.30 PM

Recharge Break

Grab a bite, a cup of coffee, chat with colleagues, and meet some of the best creatives and marketers in game marketing.

Sponsored by:


3.50 PM
Main Session

Innovation & Flow

Jason Silva is an Emmy-nominated and world renown TV personality, storyteller, filmmaker, and sought-after keynote speaker and futurist. 

Jason is known for hosting 5 seasons of the Emmy-nominated, global hit TV series Brain Games, on the National Geographic Channel, broadcasted in over 171 countries.

A global keynote speaker, Jason has given talks at events for Microsoft, Intel, Cisco, Oracle, Adobe, Electronic Arts, Cannes Lions, Tribeca Film Festival, National Geographic, Discovery Channel, 20th Century Fox, Cosmopolitan, PHD Worldwide, Google Zeitgeist, TED Global, The Economist, and more.

Jason Silva, Storyteller, Futurist & Emmy-nominated host of National Geographic Channel’s #1 rated and Emmy-nominated series, Brain Games and creator of the web series “Shots of Awe”

The Summit Slam: Quick Wit, Cool Sh*t!

Experience a ‘curational’ experience like no other! A Pecha Kucha style delivery, where presenters are given 6 minutes and 40 seconds of fame, 20 slides and a chance to present cool, inspiring or thought provoking images, with only 20 seconds to deliver the message. It means it’s fast and involves quick-thinking, and—quite often—quick wit when it doesn’t go exactly as planned. And that’s the beauty of the slam—presenters rolling with their ideas as they reveal what has stood out to them in the past year. It could be a cool ad, a cool app, an emerging technology or an out of the box gadget that needs fast explanation and prep to surprise and delight…whatever they consider the coolest of the cool sh*t they have come across in the past year.

Informative, insightful, and quite likely hilarious you’re never sure what you’ll get when the presenters are under a time crunch. But our guess is it may involve cat memes and/or cute kids somewhere along the way. A fun session not to be missed.

Kristin Craik, Social Media Coordinator, PromaxBDA
Renelly Morel, Social Media Director, Tangible
Tim Mulligan, Sr. Director of Strategic Partnerships, Fullscreen Media
Steve Robertson, Creative Director, Buddha Jones

5.30 - 7.00 PM

Pre-Awards Reception

Kick off the evening's festivities and raise a glass and have a bite with your friends and colleagues.

Sponsored by:


7:00 PM
Main Session

2018 PromaxGames Awards Show

The game industry’s top celebration of excellence in marketing and design. The PromaxGames Awards honor the outstanding campaigns, spots, and social media innovations from the past year that delivered players, converted them into fans, and ultimately built brands that connect with the public across the world.

Hosted by:
Godfrey, Comedian and Host

Presented by:




For information regarding sponsorship opportunities at PromaxGames: The Summit 2018, contact David Tilove at

Summit Design Partner

Awards Design Partner

Official Music Sponsor

Official Media Partner


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