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How brands can authentically engage with Philippines’ gaming culture

esports gaming mobile gaming sea boom markets southeast asia boom markets By Matthew Keegan

As gaming and esports culture explode across the Philippines, brands are discovering that success comes not from flashy ads, but from genuine integration into the country’s close-knit gaming communities.

How Ponos' Battle Cats clawed back more than a million lost players

case study esports gaming rga By Nikita Mishra

CASE STUDY: Gaming company Ponos and creative arm RGA resurrected a struggling mobile game that was deemed too 'complex'. The game eventually achieved triple-digit growth and regained over a million lapsed players.

Gaming hits nearly $200 billion, but advertisers remain cautious

esports gaming By Reem Makari

Gaming is a nearly $200 billion juggernaut, dwarfing both the movie and music industries. So why are advertisers still hesitant to cash in?

How JBL's brief to prove sound superiority brought gaming to the visually impaired

esports gaming havas By Robert Sawatzky

‘We didn’t know if this was possible’: By spurning the easy campaign route, the Singapore-based BLKJ Havas team chose to pioneer gaming accessibility for a new audience and brand alike with JBL Quantum Guide Play.

Gamers are not who brands think they are

esports gaming By Benjamin Lanfry

From geeks to grandmas, the traditional gamer persona no longer holds true. So what does it mean for brands?

Where is China’s gaming industry headed next?

china dao insights esports gaming tencent By Miranda Jarrett

A draft legislation was published in December outlining plans to restrict in-game purchases in a bid to curb “obsessive” gaming behaviour in China. Then it disappeared. What happens next?

Riot Games lays offs 11% of total workforce worldwide

esports gaming tencent By Shawn Lim

As Tencent's Riot Games announced it's laying off more than 500 employees globally, industry experts are left wondering how to create sustainability in gaming models that go beyond a dependency on ad spend.

The rise of in-game marketing and eSports in China: A guide for brands and businesses

china esports gaming By Liu Yi

The potential to reach the gaming audience in China is massive fuelled by a surge of 480 million players. Mindshare's Liu Yi shares how brands can tap into the dynamic audience amidst regulatory shifts.

Roblox accused of allowing gambling sites to target minors

esports gaming roblox By Shawn Lim

The platform is primarily used by under 18s, making it a prime target for harmful content where unregulated.

How should marketers tap gaming trends in APAC?

esports gaming By Paul Nesbitt

Asia is the world's largest video games region, with 1.5 billion people playing PC and mobile games. Now, 2023 is bringing new challenges and opportunities for the gaming industry.

Heinz launches tomato and soil awareness campaign in Fortnite

esports fortnite By Coral Cripps

Players will have access to Heinz’s 'SOS tomatoes' island from 16 March.

Female gamers are harassed online. Are platforms doing enough?

esports By Matthew Keegan

Recently, we highlighted the shocking misogyny that female gamers face in esports. Continuing the thread, in the run-up to International Women’s Day, Campaign deep dives into the root cause to find lack of DEI is a systemic problem.

Unfair game: Maybelline highlights toxic hatred faced by female gamers in esports

discrimination esports gaming gender bias By Nikita Mishra

'Go back to your sink'. 'I’ll fucking talk to you however I want.' These actual insults, quickly followed by invitations for sex, consensual or not, emerge in Maybelline's new awareness campaign, focusing on the very real stomach-churning vitriol faced by female gamers.

Why brands need a new playbook for young gamers

esports gaming By Will Anstee

Brands need to prioritise gaming experiences intended to empower under-18s, whether through encouraging critical thinking, confidence-building or community initiatives that reward creativity and self-expression.

How gaming communities insist on smarter marketing

esports gaming Publicis unilever By Robert Sawatzky

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.

'If you don't get it, don't get into it': McDonald's Asia CMO on targeting gamers

esports eugene lee gaming mcdonalds By Shawn Lim

GAME CHANGERS 2022: Emerging sectors like gaming are increasingly complicated as they evolve, and brand adoption can be tricky. Eugene Lee explains how the brand is prioritising these new channels and methods while aligning with its business objectives.

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