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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.

Genentech demonstrates how pharma brands can reach younger patient communities with esports

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Genentech, the pharma company, successfully used esports to connect with teenagers and young adults in the US with hemophilia, a rare disorder that reduces the ability of blood to clot.

Esports sponsorship to top $600m this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global esports revenue between 2019 and 2021.

Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:

Atolye Games: Turkey’s largest esports event 'Istanbul Backgammon Tournament'

Case Study • MMA Smarties, Bronze, EMEA, 2020

Atoyle Games, an esports and gaming agency, hosted the Istanbul Backgammon Tournament and broke the Guinness World Record for the largest backgammon tournament online.

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.

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.

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.

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.

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

Hershey sees opportunities in esports

News • 09 September 2020

The Hershey Co.

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: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
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:
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.
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.