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.

Fortnite and big audience games hit the mainstream

News • 12 March 2019

With over 200 million registered players, celebrity and sports aficionados, Epic Games’ Fortnite and mass participation video games that function across platforms are gaining traction among Generation Z in particular.

Pay to play: The eSports opportunity for sponsors

Article • Sam Grimley, WARC Best Practice, March 2019

Addresses the opportunity of eSports for brand sponsors and advises on how to best utilise the sector's unique attributes.

Trend Snapshot: Fortnite and the rise of mass-participation games

Article • Sam Peña-Taylor, WARC Trends, March 2019

Details some of the cultural and business angles of Fortnite, the mass-participation shoot-em-up, an extremely popular game with particular interest from Generation Z audiences.

Xbox: Xbox Design Lab Originals: The Fanchise Model

Rankings • WARC Media 100, 2019

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

Xbox: Football Decoded

Rankings • WARC Creative 100, 2019

Video gaming brand Xbox’s creative thinking enabled it to advertise the launch of FIFA 18 in the UK, despite owning zero marketing rights.

FIFA: More Than a Game

Rankings • WARC Creative 100, 2019

FIFA, the EA Sports football video game, created a new skill move virtually, which went on to influence football in the real world.

Xbox: Xbox Design Lab Originals: The Fanchise Model

Rankings • WARC Creative 100, 2019

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

Sony (Household and domestic)

Article • Euromonitor Profiles, December 2018

Provides key details and analysis of consumer electronics company, Sony.

Need for Speed: EA Games & Need for Speed Payback

Case Study • Linda Fagerlund, Luke Chan, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

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.

Netmarble: Lineage 2 – Revolution

Case Study • MMA Smarties, Gold, Turkey, 2018

Netmarble Turkey, a mobile game company, used influencers to encourange fans in Turkey to download the Lineage 2: Revolution game.

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.

APUS Group: : Tung Tung Ramadan Game

Case Study • MMA Smarties, Bronze, Indonesia, 2018

Tung Tung, a mobile game, launched in Indonesia and attracted over three million players.

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.

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.

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'.

Apple Inc (Consumer Electronics)

Article • Euromonitor Company Profiles, February 2019

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.
Asian Strategy Report: Lessons from the 2018 WARC Prize for Asian Strategy

Article • WARC Exclusive, November 2018

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.
From Google to Amazon: Bose 360-degree e-commerce search strategy

Case Study • MIXX Awards, Bronze, Search Advertising, 2018

Bose, an audio equipment brand, redesigned its search strategy in order to increase revenue and return on ad spend in the UK.
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.
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.