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Sponsored gaming viewing boomed in Q1

Data • Rob Clapp, WARC Data Points, April 2021

An overview of the number of hours of sponsored gaming livestreams watched in Q1 2020 and 2021.

Sexy sports: Brands and the untapped potential of e-sports

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Brands should consider investing in esports for its untapped potential, says EVOS Esports’ Allan Phang, and because they will be targeting the next generation of consumers.

Livestreamed gaming audience to top 700m this year

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of livestreamed gaming audiences worldwide between 2019 and 2024.

Traditional sports more popular than e-sports among older gamers

Data • Rob Clapp, WARC Data Points, March 2021

An overview of how long gamers spend watching e-sports and traditional sports content.

What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.

YouTube, Facebook failing to attract e-sports fans from Twitch

Data • Rob Clapp, WARC Data Points, February 2021

An overview of Twitch, YouTube Gaming Live and Facebook Gaming consumption and audiences in 2019 and 2020.

How sports marketing can play a role rebuilding society after COVID-19

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

Outlines the challenges facing the sports industry after the pandemic.

One in four kids watches e-sports content

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-sports activity among 13 to 18 year olds across 13 different countries.

Tencent gaming revenue grows 45% as advertising shows mixed performance

Data • Rob Clapp, WARC Data Points, November 2020

An overview of growth in Tencent's revenue in 2020.

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.

E-sports audience to reach 92m in Europe this year

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-sports audiences in Europe.

Change is coming to China’s internet cafés

News • 09 November 2020

China’s internet cafés are facing change, beset by the effects of COVID-19, a shift to mobile gaming and improved domestic broadband connections – and today the window closes on public submissions on their future, solicited by the Ministry of Culture

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.

Twitch audiences have stayed above two million since April

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Twitch audience numbers and hours watched per month.

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.

What we know about marketing via gaming

Article • WARC Best Practice, September 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.

Why entertainment and gaming brands should partner

News • 10 September 2020

Entertainment brands that partner with gaming properties can generate great PR and a positive halo for the brand in the short term, while also shifting long-term brand perception, says a Havas executive.

Hershey sees opportunities in esports

News • 09 September 2020

The Hershey Co.

Where next for PUBG?

News • 09 September 2020

India’s fast-growing gaming and esports market – and the associated marketing opportunity – has been thrown into turmoil by the government’s ban on a number of Chinese apps, a decision which caught the popular mobile game PlayerUnknown’s Battleground

How Hershey evaluates the appeal of esports and in-game advertising opportunities

Article • Geoffrey Precourt, WARC Exclusive, September 2020

The Hershey Co., the candy manufacturer, has begun exploring the opportunities provided by esports having carefully evaluated how this channel can help its business.

The brand marketing opportunities in Asia’s mobile gaming ecosystem

News • 07 September 2020

Asia’s unique and thriving mobile gaming ecosystem brings heightened consumer engagement and specific opportunities for the region’s brand marketers to explore; the latest WARC Guide explains what these are.

Game-on: How brands can unlock the potential of gaming in Asia

Article • Michael Fegan and Jamie Lewin, WARC Exclusive, September 2020

Best practice advice for brands exploring gaming and esports as a marketing channel in Asia.

Navigating the Indian esports landscape

Article • Nishant Patel, WARC Exclusive, September 2020

Outlines the opportunities for brands when using esports as a marketing channel in India.

The future of gaming is mobile, and in APAC the future is now

Article • Tim Lindley, WARC Exclusive, September 2020

An exploration of the online gaming market across Asia Pacific.

Key considerations for marketers when investing in the gaming ecosystem

Opinion • Alex Brownsell, September 2020

It is easier than ever for brands to advertise to gamers, but marketers must be willing to understand this nuanced – and occasionally prickly – audience, writes Alex Brownsell.

2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
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.
What we know about marketing via gaming

Article • WARC Best Practice, September 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.
Global Ad Trends: Ad opportunities in gaming

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

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
What we know about marketing at major sporting events

Article • WARC Best Practice, March 2021

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.