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Xbox’s Michael Flatt: “To be really welcomed by a culture, you have to add value to it”

Opinion • WARC, January 2022

Michael Flatt, Director, Global Integrated Marketing at Xbox, will be chairing the Collaboration & Culture category of the 2022 WARC Awards for Effectiveness. Here, he talks about the payback of meaningfully adding to culture, Xbox’s approach to brand partnerships and what he’ll be looking for in this year’s entrants. Michael Flatt, Director, Global Integrated Marketing at Xbox

Connecting the dots from mini-golf and influenza to mobile gaming and COVID-19

Opinion • Ben Bring, January 2022

Drawing parallels between mini-golf and mobile gaming in a pandemic may seem peculiar, but Ben Bring, VP at AdColony explains how this this scenario offers marketers another way of reaching a wider, or conversely, an even more targeted audience.

Võ Lâm Truyền Kỳ 1 Mobile: Conquering the mobile world

Case Study • MMA Smarties, APAC, Gold, 2021

Võ Lâm Truyền Kỳ, a game brand, launched a campaign in Vietnam to appeal to a younger audience.

Gamers more likely to trust influencer recommendations

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of consumer trust in influencer recommendations across 17 markets.

Xbox: The Birth of Gaming Tourism

Rankings • WARC Creative 100, 2021

Xbox, Microsoft’s gaming brand, connected to its audience by creating a virtual tourism industry around its games.

Xbox: Visit Xbox – the Birth of Gaming Tourism

Rankings • WARC Effective 100, 2021

Xbox, a gaming brand, created a travel-themed campaign to engage a new audience of non-gamers worldwide.

Marketers’ spend on gaming rises five times in two years

Article • Josie Tutty, Event Reports, Gaming Matters event, November 2021

2CV’s James Redden presented the latest WFA/2CV Gaming Demystified report at the recent Gaming Matters live event in Singapore.

Sony PlayStation: PS5 – 2020's biggest entertainment launch

Case Study • Sam Blake, Liam Hannan, David Moynihan, WARC Media Awards, Silver + Effective Cross-Channel Measurement Award, Effective Channel Integration, 2021

Gaming console, PlayStation, achieved mass appeal and sales success for its new PS5 with a global launch that took the console beyond the screen into popular culture.

Gaming holds the key to purpose, engagement and new APAC audiences: Unilever

Article • Josie Tutty, Event Reports, Gaming Matters, October 2021

Presenting at Gaming Matters 2021, Unilever’s David Porter shared during the conference the consumer goods giant’s foray into the world of gaming marketing and its resulting experiences.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.

Gaming and esports in Vietnam: A new arena for brands

Article • Vero, Research on WARC, November 2021

Along with the rapid growth of the esports industry, we are witnessing a significant increase in gaming content creators.

3 in 15: Creator Economy

Article • Lena Roland and Catherine Driscoll, WARC Exclusive, October 2021

A look at the creator economy by WARC's Catherine Driscoll, commissioning editor and editor of a recent WARC Guide on the creator economy.

Playstation: PS5 launch

Case Study • SABRE Awards, LATAM, Gold, 2021

MGC launched a campaign in Chile to promote the launch of the PlayStation 5, and contribute to the awareness and amplification of PR actions.

ViacomCBS EyeQ: Culture of influence

Article • Research on WARC, October 2021

Explores the all-consuming impact of online creators and their communities on culture, brands and beyond.

Game on: How brands can tap the explosive growth in Thai gaming

Opinion • Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, October 2021

Amid soaring numbers of gamers and gaming revenues, i-dac Bangkok’s Suchada Supakan deep dives into the Thai gaming industry to define the marketing opportunities for brands.

Dreaming of streaming: Deconstructing Twitch's five audience segments

Article • Brian Carruthers, Event Reports, DMEXCO, September 2021

Twitch’s evolution from livestreaming service for gaming to a live social and interactive service has gathered pace during the pandemic.

Influencing the influencers: Exploring the creator economy in esports

Article • Soraya Sobh, WARC Exclusive, October 2021

This article defines the lines between influencer marketing and the creator economy, why one is about pay and post and the other is a long-term content and engagement strategy.

The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.

Inside the rise of the gaming influencer

Article • Bethany Bloch, WARC Exclusive, October 2021

This article explores the increase in gaming in Asia since the start of the pandemic and the growing power of gaming creators.

Women out-game men in China, but lag behind in Germany and US

Data • Cinzia Petio, WARC Data Points (Curated), September 2021

An overview of gaming consumption in female and male audiences.

Nexon Korea: The kingdom of the winds

Case Study • YouTube Works for Brands, Korea, Best action-driven campaign, 2020

Nexon Korea, a gaming brand, promoted the mobile version of the game The Kingdom of the Winds in Korea.

GameOn.games: This world is in the bloom of youth

Case Study • YouTube Works for Brands, Japan, Performance for Action, 2021

GameOn, a gaming brand, increased awareness and popularity in Japan of its online role-playing game Lost Ark.

What's working in gaming 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in gaming.

Gaming gives retailers another chance – but they need to act on it

Opinion • Simon Hathaway, September 2021

Outform’s Simon Hathaway shares some of the findings and implications from a recent study into gaming, gamers’ habits, and what it means for brands.

Microsoft: XBOX Hall of Fame

Case Study • SABRE Awards, IN2, EMEA, 2021

Xbox, a video-gaming brand, launched a three-week campaign to spread awareness of the new generated hardware, Xbox Series X, which was set to be released at the end of 2020.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.