Mobile

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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.

Mobile gaming: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, July 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

SEA gamers: How to reach the next level to capture their hearts and minds

Article • Cheeri Leo, WARC Exclusive, Spotlight SEA, July 2021

Southeast Asia has one of the largest and most active gaming markets in the world and Twitch’s Cheeri Leo shares how brands can level up their marketing strategies to do more with SEA gamers.

Brand in action: How ONE Esports helps brands build authentic relationships in esports

Opinion • WARC, July 2021

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.

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.

How brand marketers can do more with and for SEA’s mobile gamers: A Vietnamese perspective

Article • Ho Phu Hai and Soumik Parida, WARC Exclusive, Spotlight SEA, July 2021

Marketers can successfully target the right audience for their campaigns if they understand Vietnam’s mobile gamer demographics, say RMIT University’s Dr Ho Phu Hai and Dr Soumik Parida.

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.

Brand in action: How Garena gets its game on with Southeast Asia’s brands

Opinion • WARC, July 2021

The mobile gaming scene in Southeast Asia is growing exponentially, thanks in large part to the ongoing COVID-19 pandemic and Singapore-headquartered game publisher Garena has a front row seat in one of the most active gaming regions in the world. Garena’s vice president of strategic partners Jason Ng speaks to WARC about the importance of localising engagement efforts with gamers and how brand partnerships with games are evolving.

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.

Not just entertainment: Gaming is culture

Article • Alasdair Gray, WARC Exclusive, Spotlight SEA, July 2021

BBH Asia Pacific’s Alasdair Gray explains why advertisers should connect with gamers to find out what gaming means to them and what their culture represents.

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.

Rennie: Flirt for Food

Case Study • SABRE Awards, EMEA, Gold, 2021

Rennie, a heartburn remedy, increased sales in the UK and Ireland by creating branded profiles on Tinder to encourage people to fall back in love with their favourite food.

Two-thirds of APAC marketers are mobile-first

Data • Rob Clapp, WARC Data Points, July 2021

An overview of mobile marketing in Asia Pacific.

Media Owner Profile: Snapchat

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Snapchat includes data on advertising revenue and daily active users by region (North America, United States, Europe, Rest of World).

Connected TV accounts for half of all video ad impressions

Data • Rob Clapp, WARC Data Points, July 2021

An overview of digital video advertising impressions on connected TV, mobile and PC devices.

Why ‘full-funnel’ is the future of digital commerce platforms

Opinion • Ian Ho, July 2021

As part of WARC’s series on ‘Rethinking brand for the rise of digital commerce’, Shopee’s Ian Ho explains how commerce and entertainment are combining in Southeast Asia, and what that means for advertising formats.

Out-of-home budgets see growth for first time since COVID-19

Data • Rob Clapp, WARC Data Points, July 2021

An overview of global marketing budgets by medium between January and June 2021.

Apple extends advertising lead following iOS 14.5

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Apple's share of advertising spend before and after iOS 14.5.

AstraZeneca: Neb Adventures

Case Study • Tahaab Rais, Moushami Bhattacharya, Prajakta More, WARC Prize for MENA Strategy, Shortlisted, 2021

Multinational biopharmaceutical company AstraZeneca created compelling animated content to enable the successful administration of essential medication to children in the UAE.

Burger King: Pay Cut Whopper

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Shortlisted, 2021

Fast-food chain, Burger King, humanised the transactional nature of app orders to increase home delivery sales in the UAE.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Retailer WHSmith hijacked in-game mobile ads to boost sales and encourage children in the UAE to read more.

Loto Libanais: Dream Number

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2021

Lottery operator Loto Libanais literally changed the game to reignite engagement and increase ticket sales in Lebanon.

Burger King: The Whopper Detour (2021)

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2021

Burger King, a fast-food brand, drove consumers to download the Burger King app in the USA by breaking conventional marketing rules with its campaign The Whopper Detour.

Spark: Kupu

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Spark, a telecommunications brand, encouraged more Kiwis to learn the native language of Māori across New Zealand by using contextually-targeted translations to reach its audience.

The Easter Island Effect and brand building in a mobile first economy

Article • Ian Edwards and Harry Davison, WARC Exclusive, June 2021

This paper from Facebook shares new research about brand building online.

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.
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:
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
How to stay at the forefront of SEO trends

Article • Caitlin Robertson, WARC Best Practice, March 2020

A best practice guide to improving a brand’s organic search strategy, including technical improvements and on-page and off-page activities.
What we know about mobile marketing

Article • WARC Best Practice, April 2021

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.