lazy-blocks domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /data/www/vccp-dev/wp-includes/functions.php on line 6114polylang domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /data/www/vccp-dev/wp-includes/functions.php on line 6114Originally published in\u00a0The Drum<\/a>.<\/em><\/p>\n Marketing has been slow to realize the potential of the gaming behemoth. Last year, we reported that many of the big networks were trying to redress the balance by\u00a0spinning out dedicated gaming offerings<\/a>. As part of\u00a0The Drum\u2019s Gaming Advertising Deep Dive<\/a>, we check in with some of the biggest players to see how things are going.<\/strong><\/p>\n If last year was all about the networks spinning out new gaming offerings, this year has been all about integration. Agencies are embedding their gaming offerings within wider expertise to draw in bigger brands. The focus is \u2018non-endemics\u2019: brands from outside the traditional gaming space. As brands awaken to the possibilities of this enormous and still-growing market, agencies are helping them to tool up and spawn in ready to win.<\/p>\n Back in February, VCCP launched a dedicated gaming proposition, VCCP+. Headed up by strategy vet Jonny Shaw<\/strong>, whose creds include Xbox\u2019s European launch and work with legendary developer Rockstar in Japan, it is deploying with a dedicated staff of 15 across VCCP\u2019s New York and London offices.<\/p>\n<\/div>\n <\/div>\n<\/section><\/div>\n\nVCCP+<\/strong><\/h4>\n