Advertising best practice, evidence and insights

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, 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.

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.

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.

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.

How brands should approach live-streamed gaming

Opinion • Michael Burke, September 2020

This article is part of a series of articles from the WARC Guide to marketing in the gaming ecosystem. Read more .

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.

#playaparttogether: The gaming industry before and after COVID-19

Article • Eduardo Mena, WARC Exclusive, September 2020

Research by Ipsos MORI into changing online gaming behaviour in the UK.

How online games can help other entertainment brands to thrive

Article • Funto Debo-Aina, WARC Exclusive, September 2020

Discusses content partnerships between game and non-game entertainment brands.

For Formula 1, e-sports means expanding into totally new territory

Article • Sam Peña-Taylor, WARC Exclusive, August 2020

Motorsport brand Formula 1 is looking to expand its reach and attract a younger demographic.

Twitch users 34% more likely to want brands to run customer communities

Data • Rob Clapp, WARC Data Points, August 2020

An overview of global gamer activities.

Activision Blizzard sees monthly gaming users reach 428m

Data • Rob Clapp, WARC Data Points, August 2020

An overview of Activision Blizzard's monthly gaming users and revenue during the coronavirus (COVID-19) outbreak.

Casual gamers are attractive audience for brands

News • 03 August 2020

Marketers that are interested in connecting with gamers may benefit from expanding their efforts to reach “casual” players who are not the most engaged but who boast a higher household income than the norm.

What brands need to know about “power”, “mainstream” and “casual” gamers

Article • Alex Brownsell, Event Reports, ANA Digital and Social Media Conference, July 2020

Understanding the differences between “power”, “mainstream” and “casual” gamers is vital to brands that want to connect with people who are engaged in this pastime.

Ads spread to console gaming

News • 28 July 2020

As a space for high-reach, high fame advertising, TV is facing some new media contenders as advertisers begin testing ads in console games that borrow from their mobile gaming cousins in their optionality and rewards basis.

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:

Lockdown gives boost to Twitch and brand investment in e-sports

Data • James McDonald, WARC Data Points, July 2020

A summary of WARC's latest Global Advertising Trends research into e-sports and gaming.

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