Article
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WARC Category Intelligence, June 2018
Global strategies, campaign updates and trends in the gaming category.
News
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21 August 2019
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.
Article
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Euromonitor Strategy Briefings, August 2019
E-sports will benefit from the continuing growth of mobile gaming, as well as the increased penetration of mobile devices at an earlier age.
Opinion
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James Draper, August 2019
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.
News
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08 July 2019
Gamers are accepting of brand association and cooperation, according to a new study, which points towards how brands can bring gamification into their media plans.
News
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24 June 2019
The best ideas often seem obvious with hindsight, and so it is with the Xbox campaign that tapped into the diverse gaming community to promote Xbox Design Lab, its controller customisation store.
Case Study
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Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2019
Microsoft, a multinational technology company, increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.
News
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11 June 2019
Google has released details of its forthcoming Stadia gaming product, with analysts questioning whether the platform’s offer will allow the company the kind of dominance it enjoys elsewhere in the ultra-competitive gaming space.
News
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06 June 2019
China’s largest gaming and social media company is exploring opportunities for aggressive expansion overseas with plans for a mobile version of the popular Call of Duty franchise.
News
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03 June 2019
Mobile gaming giant Tencent was onto a hit in its native China with a top grossing game, Honour of Kings, that had drawn 55 million players.
News
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30 May 2019
The Pokémon Company has announced the next step in its augmented reality gaming future with a new direction: Pokémon Sleep, a game with the ambitious aim of turning “sleep into entertainment.” Sleep will work by recording ...
News
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23 May 2019
An ambitious project by KFC China that saw it go deeper into gaming than ever before proved to be effective at driving sales while spending nothing on media.
Case Study
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SABRE Awards, EMEA, Sponsorship, Gold, 2019
State-owned gaming operator Svenska Spel ran a competition for a fan to live in a footballer’s real home to distinguish itself from gambling rivals in Sweden during the 2018 FIFA World Cup.
News
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22 May 2019
Following the stellar success of DC and Marvel in migrating comic book heroes to the big screen, Sony Interactive Entertainment has launched PlayStation Productions, aimed at taking some of its most successful games to the movies and TV.
Article
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Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019
E-sports are big in China, so fast food chain KFC found a novel way to tap into fans’ interest with its KI Colonel.
Case Study
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SABRE Awards, In2 EMEA, Best Use of Gamification/User-Generated Contests, Gold
HP, the multination information technology company, hosted an inventive e-sports tournament to advertise its 'OMEN by HP PC' gaming brand at Gamescom, the trade fair in Germany.
Case Study
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SABRE Awards, In2 EMEA, Best in Brand Animation, Gold
The Pokémon Company, the Japanese company responsible for the Pokémon media franchise, created buzz globally among lapsed players of the Pokémon GO videogame by creating a fake nature documentary.
Article
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Sam Peña-Taylor, Event Reports, MWC Barcelona, February 2019
Niantic is the $4bn startup behind the mobile gaming hit Pokémon Go, but the company goes far deeper than just the game as it vies for a position at the crossroads of augmented reality.
Case Study
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SABRE Awards, North America, Technology: Hardware, Gold, 2019
Microsoft, a technology company, launched the Xbox Adaptive Controller in the US to help gamers with limited mobility.
News
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06 May 2019
Since being launched in 2009, League of Legends has evolved in a way that other games have not, becoming a “full sports vertical” that supports professional leagues and attracts brands in much the same way that regular sports do.
Article
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Brian Carruthers, Event Reports, Advertising Week Europe, March 2019
Advertisers shouldn’t think in terms of gamers as a target market – they need to get more granular and understand the different segments within this audience.
Article
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Brian Carruthers, Event Reports, Advertising Week Europe, March 2019
Since 2011, Riot Games has been developing a global e-sports infrastructure around its League of Legends game to attract viewers and brands.
Case Study
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Dmitry Anureev, WARC Awards, Entrant, Effective Content Strategy, 2019
PlayStation (PS), the console brand owned by Sony, sought to boost sales in Russia by appealing to a younger audience through their interest in gaming and the upcoming 2018 FIFA World Cup.
News
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25 April 2019
Gaming is big business in China – the video gaming market is four times bigger than the movie industry – but recent regulatory interventions have the potential to reshape the environment.
News
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16 April 2019
Apple is investing heavily in its video games service, Arcade, which, if it can get the mix right, is estimated to outgrow both its news and TV subscription revenues.
