May 12, 2022

KitKat surprises Fifa gamers with own goals

Unsuspecting Malaysian gamers were given easy wins in this activation so that they could ‘have a break’.

May 12, 2022

Leveraging esports fandom through storytelling

CAMPAIGN360: Panellists shared strategy tips for brands through authentic content and innovate use of channels.

Apr 12, 2022

Persil plays dirty with hoax campaign

The campaign roped in video influencers to convince audiences they were watching a trailer for a new game.

Jan 26, 2022

HP gifts gamers with NFTs on their 18th birthdays

Because under-18s are now limited to three hours of gaming a week in China, leveling up to 18 is a big deal. HP's Omen brand, working with Wieden Kennedy Shanghai, welcomed 575 young people to 'gamerhood' with digital gifts.

Nov 19, 2021

So you want to market your brand through esports?

GAME CHANGERS: Here's what motivates most brands and what the successful ones do.

Nov 18, 2021

Wanna play in esports? Takeaways from Game Changers

Our editors covered this morning's just-concluded conference, gathering key insights and quotes from the many brand leaders who shared their experiences in the gaming and esports space.