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How brands should (and should not) get involved in mobile esports

Article • Kevin Rosenblatt, WARC Best Practice, September 2021

Advice on how advertisers can capitalise on the mobile esports opportunity.

What's working in gaming 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in gaming.

Women in gaming: The real game changers

Opinion • Julia Rast, August 2021

Brands need to get serious about the games industry and the growing female presence within it, says Julia Rast of Xaxis.

44% of SEA consumers play video games while watching TV

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2021

An overview of multiscreening (activities done when watching TV) in Southeast Asia.

Staying ahead of the game: How brands can appeal to SEA mobile gamers

Article • Rishi Bedi, WARC Exclusive, Spotlight SEA, July 2021

Mobile gaming in Southeast Asia has experienced exponential growth since the start of the pandemic in early 2020 and InMobi’s Rishi Bedi explains how to do advertising right in mobile gaming.

Ultimate guidelines for Indonesia’s mobile gaming landscape

Article • Rommy Yosef Pantouw, WARC Exclusive, Spotlight SEA, July 2021

Amid the pandemic’s deep impact on Indonesia’s consumer behaviours, dentsu X’s Rommy Yosef Pantouw looks at how brands can tap opportunities in the burgeoning mobile gaming market.

Ace your game: How SEA brands can level up their mobile gaming marketing

Article • Haroon Qureshi, WARC Exclusive, Spotlight SEA, July 2021

Mindshare’s Haroon Qureshi shares his guide on what’s happening in the mobile gaming space and what marketers can do to achieve success in gaming marketing.

Levelling up: How brand marketers can do more with and for Thailand’s mobile gamers

Article • Umamon Siriluksanaporn, WARC Exclusive, Spotlight SEA, July 2021

POKKT’s Umamon Siriluksanaporn says the rise in mobile gaming, internet and smartphone usage is providing brand marketers with a unique environment to engage with Thailand’s customers over a fully digital spectrum.

Game on: How brands can leverage SEA’s mobile gaming boom

Opinion • Gabey Goh, July 2021

In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how can brands plug in and play with the region’s mobile gamers.

Playing with brands

Opinion • Faris Yakob, July 2021

Faris Yakob reports from a foray into the cross-platform game Fortnite, where the medium of gaming has collided with the mainstream.

Five media trends that got the industry talking at Cannes Lions 2021

Opinion • Alex Brownsell, June 2021

Gaming, data ethics and ‘augmented connectedness’ were among the themes being discussed by Media Lions judges.

Ad-supported mobile games attract the most committed players

Data • Rob Clapp, WARC Data Points, June 2021

An overview of the popularity of different types of mobile gaming, whether with ads or with in-app purchases.

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.

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.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
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.
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:
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.