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Rules of the game: Five facts in-game advertisers need to know

Opinion • Elizabeth Lane, June 2021

Contextual, seamless advertising experiences are necessary to balance the delicate relationship between gamers and brands.

How a zombie drove engagement with Pringles

Article • Brian Carruthers, WARC Exclusive, May, 2021

Snack brand Pringles worked with its partner Xbox and game developer Raw Fury to develop a character for a gaming campaign on Twitch.

Gaming in the 2020s: Research, rewards and the new meditation

Article • essence , Research on WARC, April, 2021

A report by media agency Essence explores the huge increase in exposure to and exploration of gaming, as well as the opportunities for brands and marketers.

Women prefer mobile and puzzle gaming

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of appealing game features among female and male gamers.

Hypercasual games see quickest mobile growth

Data • Rob Clapp, WARC Data Points, March 2021

An overview of mobile gaming audiences between 2017 and 2020.

Fortnite, Minecraft, and Roblox are creating virtual worlds – here’s how marketers can engage

Opinion • Matt Lang, March 2021

Virtual worlds, through games like Fortnite and Roblox, have become an important part of young people’s social lives - RAIN’s Matt Lang explores how brands can help rather than hinder the experience.

Half of over 55s in Southeast Asia are gamers

Data • Rob Clapp, WARC Data Points, February 2021

An overview of gaming audiences in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

Mobile gaming investment intensified in 2020

Data • Rob Clapp, WARC Data Points, February 2021

An overview of growth in mobile gaming advertising revenue in 2019 and 2020.

Casual games attract large audiences but little spend

Data • Rob Clapp, WARC Data Points, January 2021

An overview of mobile gaming downloads, consumption and consumer spend broken down by game genre.

Gaming activity grew quickest among older Americans in 2020

Data • Rob Clapp, WARC Data Points, January 2021

An overview of growth in time spent gaming and spending on video games in the United States among older audiences.

Gaming in China: No longer the exclusive domain of “gamers”

Article • Dixi Chern, WARC Exclusive

The democratisation of gaming has transformed it into a culture in China with its own ecosystem. Gaming brands can leverage this ecosystem to engage with consumers and stay top of mind even when they are not playing games.

Gaming in-app ad revenue down by a third

Data • Rob Clapp, WARC Data Points, December 2020

An overview of gaming in-app advertising and purchase revenue in 2020.

The future of gaming is a social space

News • 27 November 2020

The recent history of gaming has produced a slate of surprises: first, that gamers aren’t who we thought they were; second, games aren’t what we think they are – this changes how brands should think about them.

A social space: How brands can find opportunity in the future of gaming

Article • Sam Peña-Taylor, WARC Exclusive

Explores the findings of a study into the future of gaming as a device-agnostic accessible space where brands can find rich opportunities.

How brands can leverage gaming as an engagement channel

Opinion • Ferdinand Gutierrez, November 2020

Ampverse's Ferdinand Gutierrez believes that brands have yet to take full advantage of gaming as an engagement channel despite its rising popularity with consumers in Southeast Asia.

60% of mobile gamers are moderate players

Data • Rob Clapp, WARC Data Points, November 2020

An overview of gaming audiences across 24 markets.

Three-quarters of Chinese gamers are in tier 3 to 5 cities

Data • Rob Clapp, WARC Data Points, October 2020

An overview of gaming audiences in China.

The power of in-game advertising

News • 29 September 2020

As consumers spend more time at home exploring virtual game worlds, brands need to reconnect and integrate in new digital environments.

Gamers receptive to advertising but one-fifth try to avoid

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), September 2020

An overview of global gamer audiences' attitudes to advertising.

How mobile gaming is changing brand loyalty strategies

Article • Natasha van der Pas, WARC Webinars, September 2020

Natasha van der Pas, Senior Strategist at Wunderman Thompson, discusses how brands including Starbucks, Shell and Disney have successfully tapped into the use of mobile gaming to increase customer loyalty, and outlines the mechanics that will drive success.

Gaming boost in APAC shows long-term potential, but less so in China or Vietnam

Data • Rob Clapp, WARC Data Points, September 2020

An overview of gaming audiences in Asia Pacific during the coronavirus (COVID-19) outbreak.

Two in three Baby Boomers now gaming due to COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), September 2020

An overview of gaming's popularity among the Baby Boomer generation (those aged 56-64).

The plot thickens: How brands can integrate into in-game environments and build relationships

Article • Monin Techawachirakul and Gemma Calvert, WARC Exclusive, September 2020

New research from Nanyang Business School, NTU in Singapore outlines how well consumers respond to in-game brand interactions.

Gaming reach flat or falling across major European markets

Data • Rob Clapp, WARC Data Points, September 2020

An overview of gaming's reach in France, Germany, Italy, Spain and the UK.

Indians gaming far longer during COVID-19

Data • Rob Clapp, WARC Data Points, September 2020

An overview of changes to gaming and OTT TV consumption in urban India during the coronavirus (COVID-19) outbreak.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include: