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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11 December 2019
This year’s Singles Day from Alibaba-owned Tmall featured a game that increased the platform’s stickiness ahead of its biggest annual shopping day, indicating a powerful tool for the Chinese e-commerce giant to fight the rising costs of new user ...
News
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06 December 2019
Japanese gaming giant Nintendo has teamed up with Tencent, the world’s largest gaming company, to launch a Chinese version of its Switch console even though China’s gaming industry mostly occurs on PCs and mobile devices.
Article
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Eva Qin, WARC Exclusive, November 2019
With Alibaba's Tmall recently launching its 2.0 flagship store upgrade plan and moving towards a CRM system that increases the stickiness of its members, gaming on Tmall won’t die anytime soon.
News
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25 November 2019
The launch of Google’s Stadia cloud gaming service last week may have been sub-optimal, but two thirds of senior gaming executives believe that games companies will need to offer cloud-based games within five years or be left at a disadvantage at a ...
News
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21 October 2019
Microsoft, with agency m:united//mccann, took the top gong at the 4A’s Jay Chiat Awards, with a piece of work that launched an adaptive controller to widen access to its Xbox gaming console; by approaching an under-regarded problem faced by many ...
Case Study
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Account Planning Group - (UK), Entrant, 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.
Case Study
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Account Planning Group - (UK), Gold, 2019
FIFA, the game, proved that the virtual world can influence the real one, and got more new players playing FIFA18, breaking its global sales records.
Case Study
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Jay Chiat Strategic Excellence Awards, Gold, National Strategy, 2019
Microsoft, a technology company, launched the Xbox Adaptive Controller in the US to help gamers with limited mobility.
Article
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Brian Carruthers, Event Reports, DMEXCO, September 2019
Looks at how online gaming platform Twitch is developing and why advertisers might want to consider adding it to their media mix.
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 ...
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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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, 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.
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.
