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Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

Article

This event report outlines how Activision, the games developer, has used chatbots to connect with consumers.

Article

This article describes how Copa90, the football website, is preparing for the new media landscape that waits for the 2018 World Cup Finals in Russia.

Case Study

This case study describes how mobile online strategy game Mobile Strike was launched into the Taiwanese market by bringing digital background insights into TV and traditional media.

News

HOLLYWOOD, FL: Turner Sports, the broadcasting channel, says it is reaching a whole new audience through its eSports coverage and the Eleague it launched less than a year ago "It's an insanely passionate growth area of the young male demographic," ...

Case Study

This case study details how Microsoft, an electronics company, celebrated the launch of its Rise of the Tomb Raider game for its Xbox gaming platforms in the UK.

Case Study

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.

Article

This event report details how Orange, a UK mobile operator, and Borderless Access, a market research service, have been looking at taking advantage of the mobile sensation, Pokémon GO.

Article

The article outlines how the developers behind mobile gaming phenomenon PokemonGo sought to bring augmented reality innovation and Niantic Lab's 'explore, exercise, socialize' in the game.

Case Study

This case study details how Microsoft, a technology company, created brand engagement between customers and its online gaming subscription service, Xbox Live.

Case Study

This case study describes how Microsoft created buzz and generated preorder sales among the Halo community across all time zones, cultures, and languages before the release of Halo 5: Guardians, the latest game in the popular Halo franchise, on Xbox One.

Case Study

This case study describes how Halo 5, a computer game, increased participation, provoked conversation and beat Halo 4 sales figures.

Article

This article explains how three mobile gaming companies in the highly competitive Japanese market grew market share with more efficient keyword targeting, search and banner ads targeting dormant users.

News

TOKYO: As mobile game Pokémon Go takes off, Japan-based gaming company Nintendo's share price spiked more than 20% in just one day and brands are looking for ways to tap into the craze.

Case Study

This case study demonstrates how Madden, a 25-year-old video game franchise, increased its sales to a record level by using a creative tool to deliver personalized content to young American gamers.

Case Study

This case study shows how GameStop, a US retailer, launched a new video game via a 'choose your own adventure' style game on picture-sharing platform Imgur, boosting buzz about the launch.

Case Study

This case study details the launch of Halo 5: Guardians, the flagship Xbox game, that re-energised a 14-year old brand by turning the original Halo narrative on its head.

Research Paper

This article discusses findings to the question of what makes gaming so engaging, and does it hold potential as an advertising medium.

Article

This event report considers virtual reality technology and how it can offer marketers and brands new ways to reach consumers.

Case Study

This case study describes how the games development company Activision connected with its die-hard Call of Duty (COD) fans in a more personalised way during the run-up to the launch of Black Ops III.

Case Study

This case study looks at Activision, the US game publisher, and it's emphasis on the massively popular Call of Duty Championship in which they extended engagement beyond the physical footprint with partnerships to achieve COD's most successful consumer-facing event ever.

Article

This article discusses the evolution of video games into an attraction to new demographics and age-groups, and explains the opportunities for advertisers to engage with in-game advertising.

Article

This Company Profile from Euromonitor provides key details and analysis of Nintendo Co Ltd. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Case Study

This case study shows how Paramanya, a localised mobile game in Turkey, launched with a three-phase strategy to generate awareness and interactivity.

Article

This article summarises developments in China around the topic of gamification, finding that gamers are becoming a big part of the nation's youth culture.