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The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

Xbox: Changing the Game

Rankings • WARC Effective 100, 2021

Xbox, Microsoft’s gaming brand, introduced the Xbox Adaptive Controller in the US to make gaming inclusive to all.

The Division 2: Green Dawn

Rankings • WARC Creative 100, 2021

Ubisoft, the video game publisher, launched The Division 2 by creating original content within another one of its games.

The Division 2: Green Dawn

Case Study • WARC Cases, 2019

Ubisoft, the video game publisher, launched The Division 2 by creating original content within another one of its games.

Hypercasual games see quickest mobile growth

Data • Rob Clapp, WARC Data Points, March 2021

An overview of mobile gaming audiences between 2017 and 2020.

Half of over 55s in Southeast Asia are gamers

Data • Rob Clapp, WARC Data Points, February 2021

An overview of gaming audiences in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

Casual games attract large audiences but little spend

Data • Rob Clapp, WARC Data Points, January 2021

An overview of mobile gaming downloads, consumption and consumer spend broken down by game genre.

Gaming activity grew quickest among older Americans in 2020

Data • Rob Clapp, WARC Data Points, January 2021

An overview of growth in time spent gaming and spending on video games in the United States among older audiences.

Carat Trends 2021: 정서적으로 지적인 마케팅의 해

Article • Research on WARC, January 2021

이 문서는 2021년 스마트하고 정서적으로 지적인 경험을 구축할 수 있는 방법에 대해 생각할 시작점을 제공한다.

State of streaming: Twitch up 83% in 2020

News • 13 January 2021

Video game streaming might feel like quite a new medium, but the numbers are already colossal, according to new data from StreamElements, a streaming platform tools company, and measurement firm Arsenal.

Indian gaming industry seeks regulatory framework for future growth

News • 08 January 2021

The online gaming sector in India generated $174m in revenues in 2020, compared with $97.

How Honour of Kings helped Tencent conquer the branded-content space on social media

News • 06 January 2021

Tencent’s Honour of Kings is undisputedly the world’s most popular game, and in the mobile space its winning formula of compelling content, brief engagement, commerce and shareability has left rivals trailing.

디지털 고객 여정

Article • Euromonitor Strategy Briefings, December 2020

코로나19로 이머커스 이용이 증가했고, 많은 소비자가 격리 중에 디지털 채널을 시도했고 심지어 의존하게 되기도 했다.

Gaming the system: Brands going virtual in the pandemic

Article • Maureen McLaughlin, ANA, ANA Magazine, December 2020

The shift to digital-first has sent brands – including Hellmann's, a condiment brand, Rock the Vote, a non-profit organisation, and Desperados, an alcohol brand – into the realm of videogames and virtual events to reach consumers.

Trends of the month: E-commerce, gaming and connected TV in 2020 and 2021

Opinion • Rob Clapp, December 2020

This month: the numbers behind what happened with e-commerce, gaming and connected TV in 2020, and how to respond in 2021.

Angry Birds: #BringTheAnger

Case Study • Kathryn Ruocco, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Gaming company Rovio Entertainment celebrated the 10th anniversary of its Angry Birds game and made it culturally relevant again in the US with its #BringTheAnger campaign, encompassing digital OOH, influencers and on-ground activity featuring gadgets powered by anger.

Gamers have an identity problem

News • 01 December 2020

Gaming is fast entering both the cultural and advertising mainstream, but brands should remember that even relatively heavy gamers don’t accept these broad-brush definitions.

Zynga: #PlayApartTogether

Case Study • MMA Smarties, Bronze, North America, 2020

Zynga, a social game developer, launched its campaign #PlayApartTogether to encourage players to follow the advice of the World Health Organization (WHO) to fight the spread of COVID-19.

COVID-19: A Game Changer For Media And Purchasing

Article • Ramona Daniel, Research on WARC, November, 2020

COVID-19 has been a true game changer in terms of media consumption habits and purchasing behaviour, both accelerating existing trends and forcing new behaviours for many people.

Gen Z on gaming

Article • Cat Agostinho, Jay Richards and Anna Danylchenko, WARC Exclusive, November 2020

Presents new research into what Gen Z think are the most common myths and misconceptions about gaming.

The future of gaming is a social space

News • 27 November 2020

The recent history of gaming has produced a slate of surprises: first, that gamers aren’t who we thought they were; second, games aren’t what we think they are – this changes how brands should think about them.

A social space: How brands can find opportunity in the future of gaming

Article • Sam Peña-Taylor, WARC Exclusive

Explores the findings of a study into the future of gaming as a device-agnostic accessible space where brands can find rich opportunities.

Can AI bring better insight than humans?

Research Paper • Kenichiro Sato, Yohei Takeshita and Toshimitsu Sekii, ESOMAR Conference papers, APAC, 2020

Twitter, a social media company, analysed whether Artificial Intelligence or humans provide better insights by pitting the two approaches against each other in an audience segmentation study in Japan.

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 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.
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.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
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.