esports

Nov 23, 2022

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.

Nov 10, 2022

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.

Nov 10, 2022

'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.

Nov 9, 2022

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.

Nov 8, 2022

Campaign's Game Changers 2022: Highlights of sessions

Campaign's ongoing coverage of Game Changers happening in Singapore on Nov 9, 2022.

Oct 30, 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.