The mobile gaming scene in Southeast Asia is growing exponentially, thanks in large part to the ongoing COVID-19 pandemic, and Singapore-headquartered ONE Esports, Asia’s largest championship esports series, has a front row seat in one of the most active gaming regions in the world. CEO Carlos Alimurung speaks to WARC about developing rapport with the region’s gamers and how brands should be enablers.
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.
Chih-Ping Chen, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 236-250
With social media and modern pop culture (e.g., virtual stickers) reshaping social dynamics, young Taiwanese consumers who engage in social messaging via the Line app are introducing new interaction avenues that change communication habits and style choices to meet their tastes and interpersonal needs.
Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.
By leveraging the specific attributes found on TikTok, marketers can drive deeper engagement with Gen Z through their brand experiences, according to Jeff Thomas and Renee Weber from The Marketing Store.
Joeri Van den Bergh, WARC Best Practice, June 2018
Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.