Thanks to Michael, I've found out about this interesting event which is going to take place in London on July 20th. The Branded Content Marketing Association (BCMA) is hosting Europe�s first �Advergaming� event: �Advertising Through Games�. A panel of experts from the games and advertising industries will gather to discuss issues such as the impact of games on other media's consumption and the potential of games as advertising.
To find out more about it, I suggets having a look at the press release.