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  • Rethinking In-Game Advertising

    Industry Insights   December 19, 2022  

    There is an enormous advertising opportunity in gaming. The global market for in-game ads is expected to reach $18 billion in the next five years, and a recent survey conducted by Deloitte found that gen Z gamers spend, on average,12 hours per week playing video games. However, the reach of this captive audience, especially for high-end gaming typically found on PCs and consoles, is only nearing its potential.

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  • Video Games Offer Effective Brand Activations for Families

    Industry Insights   December 19, 2022  

    The global COVID-19 pandemic accelerated the use of screens and created an uptick in gaming (primarily due to the need for human interaction and the expanded variety and accessibility of video games). In fact, a 2021 Frontier survey of more than 1,000 parents showed that nearly 63 percent of parents with at least one child (aged 5 to 17) who played video games reported that video games had a positive impact on their child.

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  • Activating Purpose in the Metaverse

    Beyond Profit   December 12, 2022  

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Devra Prywes, global head of marketing and insights at SuperAwesome, to discuss the potential of engaging young audiences in gaming environments and advancing a brand’s do-good work.

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  • Gamers Say They Don’t Mind Ads as Long As They Don’t Suck

    Podcast Clips   December 12, 2022  

    Devra Prywes, global head of marketing and insights at SuperAwesome, cites data that says young gamers actually don't mind when brands come into the gaming space, just as long as the brand is creating an experience that is additive to the game.

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  • Get in the Game, with Jonathan Stringfield of Activision Blizzard

    Marketing Futures Podcast   December 2, 2022  

    Jonathan Stringfield, VP of Global Business Research & Marketing at Activision Blizzard, joined the pod to discuss his recent book, Get in the Game, which lays out the cultural and economic importance of gaming.

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  • Preconceived Misconceptions: Why Marketers Have Been Slow to Hit Start on Gaming

    Podcast Clips   December 2, 2022  

    Jonathan Stringfield, VP of global business research and marketing at Activision Blizzard, discusses some of the misconceptions marketers have about gaming that are causing them to drag their feet on the medium despite the massive engagement opportunity it offers to brands.

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  • Leveling Up with Asian American Pacific Islander (AAPI) Gamers: How McDonald's Engages Gaming Fans Online — And Off

    Conference Sessions   November 6, 2022  

    In 2021, McDonald’s kicked off a first-of-its-kind gaming strategy aimed at connecting with Asian Gen Z. Learn how the QSR leader blended cultural expertise with marketing innovation to engage this digital-first audience like never before.

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  • The Five Lessons Intel Learned After 20 Years of Esports Partnership

    Event Recaps   November 2, 2022  

    Intel and its partner in the gaming space shared five learnings on esports marketing derived from 20 years of experience.

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  • The Five Lessons Intel Learned After 20 Years of Esports Partnership

    Conference Sessions   November 2, 2022  

    In this video, Intel and its partner in the gaming space shared five learnings on esports marketing derived from 20 years of experience.

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  • More Marketers Need to Pay Attention to Gamers

    Industry Insights   October 26, 2022  

    From scoring a touchdown in a virtual sports league to constructing an imaginary metropolis to guessing a series of five-letter words, most adults are playing at least one type of video game. Whether it’s for the love of competition or to fill downtime with a dopamine surge, recent data shows that the number of people playing games via PC, consoles, tablets, or smartphones in 2022 will surpass three billion, according to Newzoo’s Global Games Report 2021)

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  • Are Gaming Platforms the Next Addition to the Omnichannel Marketing Strategy?

    Industry Insights   October 14, 2022  

    Over the past few years, the marketing industry has seen a substantial increase in digital ad spend and brand exploration in terms of virtual and immersive strategies for customer engagement. While statistics show that ad spend on gaming sits at around $6 to $8 billion in the US, representing less than 6 percent of total digital advertising spend, the growth trajectory for advertising across gaming platforms is projected to be fast-paced with very minimal limits on the potential these platforms offer brands in terms of customer engagement.

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  • Bai Boost Fights Gender Discrimination in Gaming

    In-House Excellence Awards   September 28, 2022  

    Beverage brand Bai Boost drew attention to the harassment of women in the gaming world and created a bot to intercept negative comments online and turn them into positive ones.

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  • These Brands Capitalized on Gaming with Award-Winning Campaigns

    Industry Insights   September 13, 2022  

    Forget baseball. These days, the national pastime might better be identified as gaming. As a 2022 dentsu consumer sentiment study put it, “Gaming’s growth has been exponential and it is expected to continue,” elaborating that “almost 9 in 10 U.S. consumers game.”

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  • Exploring the Virtualization of Commerce

    Event Recaps   September 7, 2022  

    In this video, R3's Jason Velliquette provided an exploration of the metaverse commerce landscape, highlighting what some brands have already done successfully in the space and discussing best practices for marketers keen on guiding their own brand into virtual shopping experiences.

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  • Exploring the Virtualization of Commerce

    Event Recaps   September 7, 2022  

    Jason Velliquette, EVP of digital marketing at R3, provided an exploration of the metaverse commerce landscape, highlighting what some brands have already done successfully in the space and discussing best practices for marketers keen on guiding their own brand into virtual shopping experiences.

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  • Domino’s Let This Inexperienced Twitch Influencer Create Its Newest Pizza

    Internationalist Innovation in Media   August 28, 2022  

    With the goal of earning greater market share in the Spanish market by connecting with society’s most active pizza eaters — young people — Domino’s tasked a Twitch influencer who had no culinary background with creating his own “gaming-flavored” pizza. The brand live-streamed the entire process and then sold the resulting recipe in stores.

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  • Ally Uses Gaming to Promote Middle Schoolers’ Financial Literacy

    Internationalist Innovation in Media   August 25, 2022  

    Ally used the framework of the video game Minecraft to create a sibling game that delivered financial education to middle schoolers.

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  • Hyundai Enters the Metaverse with Hyundai Mobility Adventure on Roblox

    Internationalist Innovation in Media   August 24, 2022  

    Hyundai created an integration within Roblox to help the next generation of customers experience the future of electric vehicles.

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  • Frank’s RedHot Uses Intrinsic In-Game Ads to Engage Gamers

    Internationalist Innovation in Media   August 24, 2022  

    Frank’s RedHot partnered with Frameplay to launch its first intrinsic in-game advertising campaign.

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  • Brand Activations in the Metaverse: A Practical Case Study with Chipotle

    Event Recaps   July 27, 2022  

    Chipotle legal and marketing executives discussed how brands can address practical considerations and legal issues associated with metaverse marketing, while maintaining a focus on the business objective of delivering an innovative marketing campaign.

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