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gaming

Netflix launches new children's app to bolster gaming vertical
disney gaming netflix By Staff Reporters

The Philippines was among Netflix's first test markets for the app.

Gotta catch ’em all: what 30 years of Pokémon teaches brands about building fandom at scale
branding gaming By Dean Rodgers

When you think about the brands you truly love, that fondness is often based on shared memories with others.

3.4 billlion gamers, less than 5% ad spend: Dentsu calls out investment gap
2025 gaming trends report Dentsu gaming gaming media investment gaming trends By Staff Reporters

Despite a 6% jump in time spent, gaming's ad dollars remain missing in action.

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 Yandex advertising solutions help building a bridge between brands from APAC and the Russia-CIS market
gaming hospitality travel By Campaign Staff

Yandex Ads’ Sergey Ustinov on how the adtech firm is leveraging verticals like gaming, the B2B sector, and travel to connect APAC based brands with an otherwise inaccessible audience from Russia and the CIS countries.

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.

WPP announces global partnership with Roblox
gaming roblox wpp By Lucy Shelley

The move comes as Roblox is accused of failing to protect children from harmful content.

Exit player zero: A creative director’s brush with startup scams
creativity ecd gaming By Robert Gaxiola

When a dream role at a gaming startup pulled in Robert Gaxiola, the veteran creative director and Playbook XP managing partner, quickly realised the cost to play was far too steep. Now, he’s urging fellow creatives to be wary of the same traps.

How Roblox conquered the immersive ads space
gaming roblox By Matthew Keegan

As the immersive gaming platform scales its advertising and ecommerce offerings, Campaign explores how brands can best leverage the platform and the ethical implications to consider when targeting its predominantly young user base.

How Black Myth: Wukong evolved cultural storytelling in gaming
china gaming By Rahat Kapur

Having generated over $866 million within weeks of its release, the Chinese game's success offers key insights for marketers on the power of authentic, culturally rooted narratives in a region eager for representation.

Xbox highlights adaptive gaming tools in social media ad
gaming mccann london By Alessandra Scotto di Santolo

The campaign was created by McCann London.

The marketing efforts behind Black Myth: Wukong’s phenomenal debut
china gaming marketing tencent By Minnie Wang

On Tuesday, the debut of the first-ever made-in-China AAA game took the global gaming market by storm, achieving record sales across platforms and a swarm of brand collaborations.

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?

TikTok names Rema Vasan head of North America and global gaming business marketing
bytedance gaming tik tok By Brandon Doerrer

Vasan has been with TikTok since May 2022.

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.

Cat God takes calls to help Japanese gamers level up
cats gaming japan rga By Ad Nut

RGA's first work for Japanese gaming company Ponos involves divine intervention through a wacky collection of multimedia work for desperate players of The Battle Cats.

Why otome is the new go-to for gaming collaborations in China
gaming By Miranda Jarrett

Like all simulation games, Otome offers a fantasy. The powerful appeal of that fantasy speaks to what many young Chinese women feel is lacking in reality: a sense of power.

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?

Warner Bros releases playable Roblox trailer for Godzilla x Kong
gaming roblox By Brandon Doerrer

It's the first 2D trailer to transform into a playable game on the platform.

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?