Article
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WARC Category Intelligence, June 2018
Global strategies, campaign updates and trends in the gaming category.
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.
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, I-COM Data Creativity Awards, May 2019
E-sports are big in China and fast food chain KFC found a novel way to tap into fans’ interest in one in particular with its KI Colonel.
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.
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.
News
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26 March 2019
Apple TV+, the new Apple streaming service announced yesterday, pitches the device manufacturer into a crowded market as it shifts its business strategy towards original content and digital services.
Article
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Nisa Bayindir and Duncan Kavanagh, Research on WARC, March 2019
Gaming entertainment has come a long way, but evolving trends, such as mobile gaming, spectator gaming and cloud gaming have brought big changes to the industry.
News
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25 March 2019
Singaporeans spend a total of 7.44 hours each week playing video games, the highest rate in Asia and the third highest in the world, according to a new global study of gaming habits across nine countries.
Article
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Chris Warren, ANA Magazine, ANA Magazine, March 2019
Outlines the opportunities abound for brands looking to reach a captive and growing audience in e-sports.
Article
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Sam Grimley, WARC Best Practice, March 2019
Addresses the opportunity of e-sports for brand sponsors and advises on how to best utilise the sector's unique attributes.
News
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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.
Article
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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.
Rankings
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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.
News
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04 March 2019
Paid music subscriptions are rocketing in the US, hitting 50 million in 2018, and gaming is set to follow suit as the tech giants explore ways of tapping into this lucrative market.
Rankings
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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.
Rankings
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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.
Rankings
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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.
News
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21 February 2019
In a move that could herald a major shift of focus for the lucrative gaming sector, Google is expected to announce it's ready to take its Project Stream mainstream.
