esports
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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.
How 'gamefluencers' are transforming the world of gaming
With constant live-streaming and live-chatting, their connections with their followers can run deeper, turning virtual spaces into social hubs connecting tight-knit communities.
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Campaign's Game Changers 2022: Highlights of sessions
Campaign's ongoing coverage of Game Changers happening in Singapore on Nov 9, 2022.
Nike taps its first esports player, China’s League of Legends pro Uzi
Retired in 2020 due to chronic health issues, Uzi is one of the most successful League of Legends players to have emerged since the game’s debut in 2009.
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