Welcome to Reframe!
Gaming isn’t just entertainment—it’s a cultural force that has grown larger than the TV and music industries combined. Today, streamers and online creators are the new pop culture icons, and gaming communities shape the future of entertainment and platforms. As gaming continues to evolve, grow and mature, brands have a unique opportunity to connect with this passionate, engaged audience in ways that resonate deeply with the culture.
On Friday, November 22nd, Reframe will be hosted at YouTube's Stockholm offices (Kungsbron 2), in collaboration with DreamHack. This exclusive event will offer invaluable insights from industry leaders at YouTube, Frame, and special guest speakers on how to build authentic connections with the gaming community and create creative, lasting activations.
With DreamHack making its debut in Stockholm this year, you’ll have the opportunity to discover how your brand can make a lasting impact on gamers. The day begins at YouTube, followed by an exclusive tour of DreamHack, ending with drinks and mingling in the VIP area.
Reframe: Part 1 – Gaming and Brands
8:30 – Breakfast
9:00 – Introduction | Frame
Frame explores how gaming has become a power in today’s pop culture and a top priority for brands looking to engage audiences through new and emerging channels. This session will also break down what the day has in store and how these shifts are reshaping the way brands connect with their audiences.
9:15 – "YouTube – The Engine that drives gaming culture forward" | YouTube
This session dives into the synergy between gaming, entertainment, and audience engagement on the platform, uncovering key trends and insights. Brands will learn how to create meaningful connections with the gaming community through both emotional resonance and data-driven strategies.
9:45 – Break
10:00 – "The world of cinematics in Games & Esport" | Victor Hedström from NMBRS
Victor Hedström is the founder of NMBRS, a creative studio specializing in producing high-quality game trailers that capture the essence of world-class titles. With a portfolio that includes renowned games like League of Legends, Dune: Awakening, Call of Duty, Valorant, Final Fantasy, and Goals, NMBRS has quickly become a leader in the art of storytelling through visual content. Victor will showcase his inspiring work and offer insights into how brands can authentically connect and resonate with the gaming audience
10:15 – "Esports and Brands – Why and how?" | Tomas Lyckedal from BME
Tomas Lyckedal is a seasoned veteran of the gaming and esports industry, with a ton of experience that spans leadership roles at DreamHack to strategic investments in the esports/gaming landscape. His deep understanding of the ever-evolving esports ecosystem makes him a key figure in shaping the future of the industry. In this talk, Tomas will draw from his extensive experience to showcase how he’s helped brands successfully navigate and thrive in this fast-growing space.
10:30 – Elgiganten – Our story in gaming/esport
10:50 – Summary | Frame
Frame will close the session by summarizing the key insights from the day’s talks.
11:00 – End of Reframe: Part 1
Reframe: Part 2 – DreamHack Tour
11:30 – Bus departs for DreamHack
Lunch wraps will be served on the bus for those heading to DreamHack.
12:30 – Tour of DreamHack
DreamHack representatives and Frame provide a guided tour of the venue.
16:00-19.00 – VIP & Partner Mingle with DreamHack
Official VIP and Partner mingle. Music and drinks will be served!
