gaming

4 days ago

Where are all the brands at live gaming events?

Gamers pack out award shows, esports competitions and convention floors — spaces many brands have yet to explore.

Dec 1, 2022

Dentsu hires Electronic Arts exec to head global gaming ops

Brent Koning launched EA's 'Fifa Ultimate Team Championship Series', which has accrued some 20 million participants.

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 16, 2022

Women in Games swaps male and female voices to highlight harassment in gaming

Win rates plummeted as teamwork ceased and gender harassment began.

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.