Karen said “Getting approval from the CMA will not be easy. There are concerns about investment levels falling and prices going up if there is a merger. But we haven’t seen any evidence that supports concerns – taking out the duplication costs of a fourth operator actually lowers the cost-base of the industry and ultimately that helps to keep prices low."

She added that while the Vodafone-Three deal would create a “more credible” competitor for EE and O2, “the problem is that everybody knows that so the bigger players won’t cede it."

Douglas said “The Mail is unique: it has the most successful print newspaper, and a hugely successful online service, yet the two circles in the venn diagram are surprisingly apart. Pushing them together is a huge organisational and cultural challenge, but necessary from an economic perspective alone. If the Mail has the biggest challenge of all the publishers, it also has one of the media industry’s biggest opportunities.”

Joseph said “For more sophisticated games, we know brands are keen to experiment, as in-game is a chance to get in front of hard-to-reach audiences in an immersive context."

He added “[Y]ou either have custom branded integrations that involve huge investment and a high creative bar for one-off experiences, or you’re sticking virtual posters on in-game ad environments. That looks tacky and there’s none of the attribution you would get with web banners. The data brands get out of gaming platforms is pretty basic: number of visitors to the experience, and from which regions. If you build a custom app then you can measure in-game activity and get the usual analytics, but then you don’t have the built-in audience, and it’s an even bigger development challenge.”

Enders Analysis’ Karen Egan told City A.M. that Niel’s swoop for Vodafone was undoubtedly driven by his firm’s failed bid to buy Vodafone’s Italian unit for more than €11bn (£9.6bn) in February. 

She said this, combined with shareholder frustration, was a key driver for the businessman, who also has an expansive portfolio across Europe and Africa.