esports
Heinz launches tomato and soil awareness campaign in Fortnite
Players will have access to Heinz’s 'SOS tomatoes' island from 16 March.
Female gamers are harassed online. Are platforms doing enough?
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
'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.
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Why brands need a new playbook for young gamers
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
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.
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'If you don't get it, don't get into it': McDonald's Asia CMO on targeting gamers
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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