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Women out-game men in China, but lag behind in Germany and US

Data • Cinzia Petio, WARC Data Points (Curated), September 2021

An overview of gaming consumption in female and male audiences.

Nexon Korea: The kingdom of the winds

Case Study • YouTube Works for Brands, Korea, Best action-driven campaign, 2020

Nexon Korea, a gaming brand, promoted the mobile version of the game The Kingdom of the Winds in Korea.

GameOn.games: This world is in the bloom of youth

Case Study • YouTube Works for Brands, Japan, Performance for Action, 2021

GameOn, a gaming brand, increased awareness and popularity in Japan of its online role-playing game Lost Ark.

What's working in gaming 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in gaming.

Gaming gives retailers another chance – but they need to act on it

Opinion • Simon Hathaway, September 2021

Outform’s Simon Hathaway shares some of the findings and implications from a recent study into gaming, gamers’ habits, and what it means for brands.

Microsoft: XBOX Hall of Fame

Case Study • SABRE Awards, IN2, EMEA, 2021

Xbox, a video-gaming brand, launched a three-week campaign to spread awareness of the new generated hardware, Xbox Series X, which was set to be released at the end of 2020.

PlayStation / Transport for London: PlayStation 5 Oxford Circus Launch

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

PlayStation UK, a gaming brand, replaced the London Underground signs (roundels) with PlayStation symbols to launch the PS5 in the UK.

Call of Duty: #WarzoneReport

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Activision, a video game publisher, teamed up with Twitter in the US to launch the #WarzoneReport, a custom, visual report of a player's stats for Call of Duty:Warzone.

Women in gaming: The real game changers

Opinion • Julia Rast, August 2021

Brands need to get serious about the games industry and the growing female presence within it, says Julia Rast of Xaxis.

Microsoft: Xbox Hall of Fame

Case Study • SABRE Awards, Africa, 2021

Xbox, a gaming console brand, increased revenue and awareness of its new and upcoming Xbox Series X in globally with a hall of fame that honoured players' achievements on Xbox One.

Gen Z spend more time gaming than using social media

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of media consumption among age groups.

Over 70% of kid gamers play daily

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2021

An overview of gamers aged 8 to 15 worldwide.

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, strategic partnerships Jason Ng speaks to WARC about the importance of localising engagement efforts with gamers and how brand partnerships with games are evolving.

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.

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.

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.

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.

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.

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.

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.

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.

PlayStation: TfL x PlayStation 5 – London Underground takeover to launch PlayStation 5

Case Study • SABRE Awards, EMEA, Gold, 2021

PlayStation, a video game brand, partnered with Transport for London, a local government body, to drive mass consumer awareness of the UK launch of the PlayStation 5.

Ubisoft: The world’s most beautiful gaming experience

Case Study • SABRE Awards, EMEA, Gold, 2021

Ubisoft, a video game brand, launched its newest title in the Assassin's Creed game series Valhalla under the Northern Lights in Norway.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
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.
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.