CANNES, FRANCE – JUNE 23: The Future of Games and Branding with Fernando Machado, CMO Activision Blizzard and Pelle Sjoenell, CCO Activision Blizzard, during Cannes Lions Festival 2022: Day Three on June 23, 2022 in Cannes, France. (Photo by Tristan Fewings/Getty Images for Cannes Lions)