Finally the Conference established an expert group on cross-border advertising, promotion and sponsorship (Article 13) to keep the COP up to date and to monitor progress in this area of work.

Advertising Age called in a "crisis expert" to assess the situation. "The combination of free food and Oprah is a tsunami, " said Robbie Vorhaus.

“These games are revitalising the industry,” says Aram Sinnreich, an industry expert at New York University. “They’re helping as both a revenue and an advertising platform.”