Integrating gaming into the cross-media mix

Cary Tilds

Details how gaming’s reach, frequency and appeal fits into a cross-media mix.

Cross-media effects

This article is part of a series of articles from the WARC Guide to cross-media effects. Read more

Media planners want a media plan to work as cohesively as possible with the goal of providing the optimal outcome for media investment dollars. The challenge is to plan for all of the variables unique to each media channel and partner, finding methods to treat each uniquely while creating synergy across them.

One of the biggest media channels available, unbeknownst to some media planners, is advertising in video games. The challenge is that the gaming industry has been misunderstood...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands