SXSW Sydney: Marketers need to learn gaming is ‘as big a social platform as TikTok’

October 23, 2023 10:44

Gaming is a new, innovative space, and is the greatest opportunity for brands to connect with the Generation Z audience, according to TotallyAwesome’s head of data, research and insights, Alice Almeida.

Speaking on a panel at SXSW Sydney last week, Almeida was joined by Nico King, ECD at Chaos Theory Games, Harry Kaloyirou, product director, Web3 at Dept, and paediatric psychologist and brand consultant Amanda Abel.

(L-R): Panel moderator Joan Westenberg with King, Almeida, Abel and Kaloyirou

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.