On 25 April 2025, Newcastle University Business School hosted an event titled "Exploring Gaming, Digital Markets, and Innovation" in collaboration with the Ebusiness and Information Systems Management Special Interest Group of the British Academy of Management. The event convened industry professionals and academics to examine the evolving intersections of gaming, technology, and business innovation.

The day's programme commenced with Marko Pantic, Principal Economy Designer at Ubisoft, who discussed the evolution of gaming products and their cross-industry influences. Following this, Dr Abhishek Behl from Keele University presented on gamification strategies in digital marketing, focusing on mapping user experience to engagement. Subsequent sessions featured insights from Simos Chari of the University of Manchester on metaverse adoption for competitive advantage, Dr Davit Marikyan of Newcastle University on the role of nostalgia in gamer behaviour, and Dr Dinara Davlembayeva, also from Newcastle University, who explored the impact of virtual influencers on consumer behaviour.

The event provided attendees with a platform to engage with experts, gain valuable knowledge, and network with like-minded individuals in this rapidly evolving field. Discussions encouraged the exchange of ideas around the opportunities and challenges presented by digital transformation in gaming and marketing contexts. Participants were able to explore how innovative technologies are reshaping consumer engagement and business strategies. The event also fostered new connections across academia and industry, opening pathways for future collaborations, research partnerships, and dialogue on the development of these technologies.