Technology & electronics

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What's working in gaming

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the gaming category.

Age checks for China's online gamers

News • 06 November 2018

In a move that is likely to have big ramifications for China’s booming gaming industry, Tencent has announced it will require all players to identify themselves so their ages can be checked against police databases.

PlayStation: Play Everything

Case Study • Abigail Kwek, Natalie Gruis, WARC Prize for Asian Strategy, Entrant, 2018

Gaming console brand Sony PlayStation used mobile, outdoor, print, online, in-store, on-ground and social activations to launch its PS4 console in key Southeast Asian markets and convince families and casual gamers to purchase and play.

Nintendo Co Ltd (Leisure and entertainment)

Article • Euromonitor Profiles, October 2018

This Company Profile from Euromonitor provides key details and analysis of Nintendo Co Ltd.

Electronic Arts: Fattest Release - Need for Speed

Case Study • SABRE Awards, Gold, LATAM, Media, Arts & Entertainment, 2018

Electronic Arts (EA), an American video game company, promoted the new Need for Speed Payback game in Brazil by creating a song with a Brazilian rap group and launching an exclusive press release.

Clash of Clans: The Builder

Case Study • Jay Chiat Strategic Excellence Awards, Silver, Global Strategy, 2018

Clash of Clans, a mobile video game, garnered 187,000,000 organic views on YouTube from its global campaign to launch a character-led adventure in the game.

Xbox Design Lab

Case Study • Karen Crum, Lynne Carter and James Appleby, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Xbox, a gaming console brand, launched an offering to customise its controllers for fans in the US to both express their love for the brand and which acted as a means of promotion in itself.

Sony: Evil Comes Home

Case Study • Direct Marketing Association - US, Runner Up, 2018

Sony, the corporation active in categories including electronics, music and film, targeted enthusiasts of the Resident Evil computer game franchise with relevant content in the right channels at the right time to increase brand awareness, engagement, loyalty enrollment and total captured revenue in the US.

ThinkGeek / GameStop: ThinkGeek "Versus" Holiday Campaign

Case Study • Direct Marketing Association - US, Bronze, 2018

ThinkGeek, a retailer that caters to computer enthusiasts, stood out from competitors in the holiday season by helping gift-givers through the purchase journey with a multi-touch campaign in the US.

How brands can enter the eSports space

News • 25 September 2018

Brands seeking to enter the eSports space can draw on thinking from more traditional sports sponsorships as a useful guide to elements of their strategy.

How can brands tap into eSports? Momentum looks to real-world models for virtual gaming

Article • Stephen Whiteside, Event Reports, XLIVE Esports Summit, August 2018

Marketers looking to explore the world of eSports can draw on their experience in traditional sports as they seek to make sense of this burgeoning industry.

Razer's IPO in Hong Kong

Case Study • SABRE Awards, Gold, APAC, Capital Markets Communications, 2018

Razer Inc., a global gaming manufacturer, increased brand awareness in Greater China through media engagement and Razer Inc. corporate developments to raise its profile.

NVIDIA: Penny's New Year Party

Case Study • SABRE Awards, Gold, APAC, Technology: Hardware, 2018

Nvidia, a computer game company, convinced Chinese gamers that its deal with Nintendo wouldn't compromise the quality of Nintendo games by holding a gaming livestream event with influencers.

Electronic Arts K.K.: Simcity Buildit School of Politics

Case Study • SABRE Awards, Gold, APAC, Entertainment, 2018

Electronic Arts K.K. (EA Japan), a video game company, increased young people's interest in politics through its game 'SimCity BuildIt School of Politics'.

eSports present brand opportunities in major markets

News • 30 August 2018

NEW YORK: The growth of eSports could present significant opportunities for marketers seeking to connect with fans of competitive gaming in countries including the US and China.

How Electronic Arts is bringing eSports to the media mainstream

Article • Stephen Whiteside, Event Reports, XLIVE Esports Summit, August 2018

Electronic Arts, the gaming company, is using eSports to build its Madden football brand in various ways.

Why the NFL is making a major eSports play

Article • Stephen Whiteside, Event Reports, XLIVE Esports Summit, August 2018

The National Football League (NFL) is using eSports as a means to reach multiple audiences thanks to a partnership with Electronic Arts, the gaming company.

Microsoft: 'Xbox Design Lab Originals: The Fanchise Model' by McCann

Gunn Report • Sanjiv Mistry, Jamie Mietz, Gunn Insights, July 2018

Xbox, Microsoft’s gaming brand, transformed its consumers into entrepreneurs in a campaign that allowed gamers to design and then sell their own Xbox game consoles.

Jack in the Box makes eSports play

News • 03 July 2018

CHICAGO: Jack in the Box, the quick-service chain, believes that becoming involved in the eSports space presents a variety of opportunities for its brand.

If you don’t play games, it's game over

Opinion • Liu Yi, June 2018

Gaming is mainstream in China, where more than 200 million people engage in eSports. But for marketers to succeed in gaming requires a unique approach, says Liu Yi of the Mindshare Gaming Hub.

Jack in the Box gets a taste for eSports

Article • Stephen Whiteside, Event Reports, IEG Conference, April 2018

Jack in the Box, the quick-service restaurant chain, is moving into the world of eSports to engage consumers in new ways.

Halo Wars 2: War of Wits

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

Xbox, the video gaming company, changed the perception that real-time strategy games are boring by introducing the characters of Halo Wars 2 into the real world in the US.

World of Tanks Action Star

Case Study • AME Awards, Finalist, 2018

World of Tanks, a video game brand, launched a campaign in the US to increase brand awareness.

PlayStation: Play Everything

Case Study • AME Awards, Bronze, 2018

PlayStation, a video gaming brand, launched the Play Everything campaign in Singapore to engage audiences.

Singtel and Razer target e-sports

News • 08 May 2018

SINGAPORE: Singtel, the Singapore telco, and Razer, the gaming hardware firm, are joining forces to create one of the largest e-payments network in Southeast Asia and one that will have a particular focus on gamers.

Eight consumer trends every telco brand should know

Article • Felim McGrath, Admap Magazine, January 2018, pp. 38-39

Reveals how consumers are engaging with their smart devices, which is essential knowledge for telecoms companies to position their brands in the right way.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
Huawei: Winning over the premium smartphone consumers in Malaysia

Case Study • Arindam Chatterjee, The WARC Prize for Asian Strategy, Entrant, 2017

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.
Beats By Dre: How the power of music led Beats to victory

Case Study • Simon Wassef and Stephen Pirrie, Account Planning Group (UK), Gold, 2017

Beats by Dre, a headphones brand, successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.
Whirlpool's Care Counts: Brand purpose can make a difference

Case Study • Mel Gray, Brian Sherwell, David Chriswick, WARC Awards, Grand Prix and Partnership Special Award, Best Use of Brand Purpose, 2017

This case study describes how US appliances manufacturer Whirlpool built on its Every day, care campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities to boost attendance rates.
Innovation beyond blue oceans

Article • Patrick Barwise and Seán Meehan, Market Leader, Quarter 4, 2012, pp. 24-27

The authors take issue with the 'blue ocean' theory of innovation, arguing that inspection of one of its claimed successes - Samsung - reveals a more complex picture.