The e-sports category continues to attract advertising dollars even if lockdown hasn’t brought the new audience surge it might have hoped for, but mobile gaming has seen big gains during this time, according to a new WARC report.
Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks tospecific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
Qun Ren, Ke Rong, Chao Lu, Gordon Liu, and Margaret Ross, International Journal of Market Research, Vol. 63, No. 3, 2020, pp. 350-368
Value-informed pricing strategy, which focuses on determining the price level of products based on consumer value perception, is especially suitable to be applied in digital products rather than industrial ones.
US army recruiters, prevented from face-to-face contact with prospective soldiers because of the COVID-19 pandemic, have deployed a new specialist squad to take the recruitment process online – by fighting in Call Of Duty (COD) tournaments.
Gaming stands to be one of the few winners in an environment where consumers are confined to their homes – and brands are undergoing a mental shift in the way they think about this channel, according to AdColony’s Tom Simpson.
Tom Simpson, WARC COVID-19 Series, April 2020
With time spent on mobile gaming exploding in Asia Pacific, thanks to pandemic-induced stay at home measures, AdColony’s Tom Simpson walks brands through how to make the most of this interactive and captive audience.
E-sports phenomenon, League of Legends, is finding interest from the LVMH-owned maison, which has announced that it will be designing in-game skins and a trophy case for the world champion’s cup, in a sign of e-sports’ continuing ascendancy.
Sponsorship has generally been the approach brands have taken with regards to gaming but they stand to gain more from targeted, in-game ads, according to the owner of franchises as varied as Call of Duty and Candy Crush.
Gaming is growing, and advertisers have an opportunity to reach gamers in new ways. Bidstack’s James Draper argues that in-game advertising brings the scale of mass-media exposure without ruining playing experiences.
With over 200 million registered players, celebrity and sports aficionados, Epic Games’ Fortnite and mass participation video games that function across platforms are gaining traction among Generation Z in particular.
Douyin, the viral short video app known as TikTok in international markets, is introducing a mini-game into its app, in a move that will put it in direct competition with the gaming and social media giant Tencent.