Article
•
WARC Best Practice, June 2020
Explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
Article
•
GroupM, Research on WARC, June 2020
Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks tospecific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
News
•
24 April 2020
Gaming stands to be one of the few winners in an environment where consumers are confined to their homes – and brands are undergoing a mental shift in the way they think about this channel, according to AdColony’s Tom Simpson.
Article
•
Tom Simpson, WARC COVID-19 Series, April 2020
With time spent on mobile gaming exploding in Asia Pacific, thanks to pandemic-induced stay at home measures, AdColony’s Tom Simpson walks brands through how to make the most of this interactive and captive audience.
News
•
25 February 2020
For the first time, an ad-verification solution has been deployed to independently measure the difference in viewability between programmatic in-game ads and traditional banner ads.
News
•
24 September 2019
E-sports phenomenon, League of Legends, is finding interest from the LVMH-owned maison, which has announced that it will be designing in-game skins and a trophy case for the world champion’s cup, in a sign of e-sports’ continuing ascendancy.
News
•
21 August 2019
Sponsorship has generally been the approach brands have taken with regards to gaming but they stand to gain more from targeted, in-game ads, according to the owner of franchises as varied as Call of Duty and Candy Crush.
Article
•
Alex Brownsell, WARC Exclusive, August 2019
Greg Carroll, Activision Blizzard’s Commercial Director EMEA, and Jonathan Stringfield, Vice-President of Measurement and Insights, uncover why marketers ought to reconsider in-game advertising.
Opinion
•
James Draper, August 2019
Gaming is growing, and advertisers have an opportunity to reach gamers in new ways. Bidstack’s James Draper argues that in-game advertising brings the scale of mass-media exposure without ruining playing experiences.
News
•
08 August 2019
New Balance, the athletic footwear and apparel brand, enjoyed success in reaching young consumers in multiple markets through using a mobile ad unit that doubled as a compelling game.
Article
•
Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019
New Balance wanted to promote its Fresh Foam sneakers to 13–24-year-olds in the United States, China and, Japan.
News
•
12 March 2019
With over 200 million registered players, celebrity and sports aficionados, Epic Games’ Fortnite and mass participation video games that function across platforms are gaining traction among Generation Z in particular.
Article
•
Sam Peña-Taylor, WARC Trends, March 2019
Details some of the cultural and business angles of Fortnite, the mass-participation shoot-em-up, an extremely popular game with particular interest from Generation Z audiences.
Article
•
Chuck Kapelke, ANA Magazine, ANA Magazine, March 2019
In the age of ad blocking and skipping, there are many ways in which marketers can reach consumers via rewarded video ads.
News
•
21 February 2019
Douyin, the viral short video app known as TikTok in international markets, is introducing a mini-game into its app, in a move that will put it in direct competition with the gaming and social media giant Tencent.
Article
•
Stephen Whiteside, Event Reports, CES 2019, January 2019
Coca-Cola, the soft drinks giant, believes that gaming represents an increasingly powerful way for its brands to engage with consumers.
Article
•
Stephen Whiteside, Event Reports, SBJ Game Changers Conference, September 2018
The National Hockey League (NHL), the sports league, is exploring various digital strategies as it seeks to engage fans in new ways.
Article
•
Stephen Whiteside, Event Reports, XLIVE Esports Summit, August 2018
Dr Pepper, the soft-drinks brand, is using a nuanced strategy as it pursues eSports marketing.
Article
•
Stephen Whiteside, Event Reports, XLIVE Esports Summit, August 2018
Dr Pepper, the soft drinks brand, is leveraging the power of eSports to connect with young consumers around a deep passion point.
News
•
06 August 2018
SAN FRANCISCO: Marketers who use AdMob, Google’s mobile ad platform, can now advertise directly on games developed by Unity Technologies after the two companies entered a strategic partnership.
Opinion
•
Liu Yi, June 2018
Gaming is mainstream in China, where more than 200 million people engage in eSports. But for marketers to succeed in gaming requires a unique approach, says Liu Yi of the Mindshare Gaming Hub.
News
•
12 February 2018
SANTA MONICA, CA: Video-game publisher Activision Blizzard has seen higher than expected profits as opportunities grow following investment in e-sports and in-game advertising.
Article
•
Stephen Whiteside, Event Reports, Consumer Electronics Show, January 2018
Disney, the entertainment giant, is tapping a diverse range of digital channels as it expands the storytelling options available to its brands.
Article
•
Lucy Aitken, Event Reports, Brave Conference, November 2017
The notion of bravery is an important aspect of marketing in the MENA region and formed the theme of a Marketing Society event in Dubai.
News
•
17 November 2017
NEW YORK: “Reward” ads in gaming apps, which offer players free items to enhance their experience in return for interacting, are impactful on a variety of metrics, according to a study in the Journal of Advertising Research (JAR).
