Advertising Marketing Media PR Analysis News
Robert Sawatzky
Nov 10, 2022

How gaming communities insist on smarter marketing

GAME CHANGERS 2022: Averse to traditional brand messaging, gaming communities are forcing brands and publishers to relate to them on their terms if they want success.

L to R: Ravi Balakrishnan, Jamie Lewin, Essy Cinta, Oliver Spalding

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Chinese media rebate corruption probe widens across agencies

1 Chinese media rebate corruption probe widens across agencies

Labubu, the art toy craze and why grown-ups can’t get enough

2 Labubu, the art toy craze and why grown-ups can’t get enough

Southeast’s Asia’s top 50 brands 2025

3 Southeast’s Asia’s top 50 brands 2025

Mars to switch $1.7 billion media account out of WPP

4 Mars to switch $1.7 billion media account out of WPP

Did the strategic planner just kill the advertising agency?

5 Did the strategic planner just kill the advertising agency?

PR Awards Asia-Pacific 2025: Winners announced

6 PR Awards Asia-Pacific 2025: Winners announced

Inside Somersby’s ‘no-nonsense’ brand positioning with K-pop’s Yeonjun

7 Inside Somersby’s ‘no-nonsense’ brand positioning with K-pop’s Yeonjun

What headwinds? Why Jane Lin-Baden doesn’t fear tariffs, competitors, overextension or the commoditisation of creativity

8 What headwinds? Why Jane Lin-Baden doesn’t fear tariffs, competitors, overextension or the commoditisation of creativity

APAC Power List 2025: The region's most powerful brand leaders

9 APAC Power List 2025: The region's most powerful brand leaders

Meta's AI advertising takeover: Will it reshape APAC’s diverse ad ecosystem?

10 Meta's AI advertising takeover: Will it reshape APAC’s diverse ad ecosystem?

Related Articles

Campaign's Game Changers 2022: Highlights of sessions
Nov 8, 2022
Staff Reporters

Campaign's Game Changers 2022: Highlights of sessions

Wanna play in esports? Takeaways from Game Changers
Nov 18, 2021
Staff Reporters

Wanna play in esports? Takeaways from Game Changers

Gaming hits nearly $200 billion, but advertisers remain cautious
Aug 3, 2024
Reem Makari

Gaming hits nearly $200 billion, but advertisers ...

Publicis' Unilever win solidifies its strength in APAC media rankings
The Knowledge
Nov 26, 2024
Matthew Keegan

Publicis' Unilever win solidifies its strength in ...

Just Published

Telstra, Bear Meets Eagle On Fire and +61 land Cannes Lions Film Craft Grand Prix
9 hours ago
Gurjit Degun

Telstra, Bear Meets Eagle On Fire and +61 land ...

The brand took home five Film Craft awards in total.

Campaign's Agency of the Year 2025 opens for entries
10 hours ago
Staff Reporters

Campaign's Agency of the Year 2025 opens for entries

Now in its 32nd year, AOY has added two new AI-related categories as it recognises exceptional leadership, agencies, brands, and work across local, regional, and global markets.

Cannes Lions 2025: See all of the Grand Prix winning work this year
10 hours ago
Staff Reporters

Cannes Lions 2025: See all of the Grand Prix ...

Bookmark this page to watch all of the standout Grand Prix winners from the 72nd Cannes Lions Festival.

Reddit launches two AI advertising tools to usher in new era of community marketing
11 hours ago
Matthew Keegan

Reddit launches two AI advertising tools to usher ...

Unveiled at Cannes Lions 2025, Reddit’s AI-powered tools are designed to help brands tap into the power of community conversations and real-time insights.