Technology & electronics

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What's working in gaming

Article • WARC Exclusive, June 2018

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

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.

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'.

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.

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, its 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.

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.

PlayStation: Play Everything

Case Study • Abigail Kwek, Natalie Gruis, WARC Awards, Bronze, Effective Social Strategy, 2018

PlayStation, the games console brand, used an integrated campaign with a focus on social media to connect with casual gamers across Southeast Asia.

Red Barrels: The Underscares – The Outlast 2 companion diaper Kickstarter project

Case Study • Institute of Communication Agencies, Bronze, CASSIES, 2018

Red Barrels, the Canadian video game developer, produced a comic diaper product to advertise its new horror game, Outlast 2, which was launching globally.

In-game, e-sports advertising grows up

News • 12 February 2018

SANTA MONICA, CA: Video-game publisher Activision Blizzard has seen higher than expected profits as opportunities grow following investment in e-sports and in-game advertising.

Ubisoft Ghost Recon Wildlands: 'A World With No Heroes' (France)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'A World With No Heroes' campaign for Ubisoft Ghost Recon Wildlands by the agency DDB in France.

Sony Gravity Daze 2: 'Gravity Cat' (Japan)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Gravity Cat' campaign for Sony Gravity Daze 2 by the agency Hakuhodo in Japan.

Samsung Gear VR: 'Ostrich' (US)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Ostrich' campaign for Samsung Gear VR by the agency Leo Burnett in the USA.

Samsung: 'BrainBAND' (Australia)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'BrainBAND' campaign for Samsung by the agency Leo Burnett in Australia.

Alibaba aims at India's mobile gaming, payments, e-commerce

News • 30 January 2018

BENGALURU: Chinese e-commerce behemoth Alibaba is looking to expand its hold in the country as its AGTech Holdings and Paytm, a payment platform it partly owns, launch Gamepind, a new standalone gaming platform in a joint venture.

Tech Tracker Q3 2017

Article • Research on WARC, Ipsos Connect, Q3 2017

Looks at the trends in internet usage, tech ownership and the connected home in Great Britain Q3 of 2017.

The future of women and consumer tech

Article • Mary Cass, Market Leader, Quarter 1, 2018, pp. 50-53

Women will soon control more than two-thirds of consumer wealth in the US, yet technology companies still need to do more to reach this target.

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.
Consumer Electronics Global Industry Overview

Article • Euromonitor Strategy Briefings, July 2017

This report provides an overview of the global consumer electronics industry, including the current state of the market, leading companies and brands, as well as trends and forecasts of future developments.
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.