Over 1/3 of the world’s population are gamers…gaming is up +19.6% y-o-y ($174.9 bn). Brands are eager to advertise, with the caveat it’s in a brand-safe & suitable environment. Conspicuously, PEGI rate that over half of video games contain a degree of violence, so does level of violence jeopardise brands that are advertising in it? Games are highly contextual environments needing a custom no-one-size-fits-all approach. We present a framework for brands to find the right suitability strategy & outcome for campaign needs