Plenty has been said about Call of Duty’s realistic ethos and immersive nature. But in some cases, words are just not be enough. Pictures, after all, are worth just a bit more. To showcase Call of Duty: Vanguard’s impressively sharp graphics, Activision-Blizzard-King did a little more than grab a few high-end screenshots. In collaboration with…
When the iPhone 12–Apple’s first device to offer 5G compatibility–hit markets last fall, it was heralded as a turning point for mainstream awareness of the next generation of wireless coverage. But the year since has seen little change in consumer enthusiasm for the new service, various polls and other data show. What’s more, this year,…
The Hollywood adventure continues for Wrexham Football Club owners and co-chairs Ryan Reynolds and Rob McElhenney, who have released a video through their club’s social media platforms to announce that it will be one of the teams to feature in the next installment of EA’s global computer game series FIFA 2022. The pair, who are…
For the sports-fuel brand Gatorade and video game software company Electronic Arts, entertainment has been blurring the line between the business and their audiences. From partnerships with Snoop Dogg and Keyshawn Johnson to bringing sports to digital via Twitch like having Marshawn Lynch and more athletes recreate the Pro Bowl during the pandemic, both brands…
Though women make up roughly half of the gamers in Latin America, only 3% of professional gamers are women. Gender inequality in pro eSports is an ongoing conversation and based on the increase of gaming advertising and events geared towards girls and women, brands are beginning to take notice. In a market that relies on…
For reasons that should seem a little obvious at this point, now might not be the best time to consider a risky trip to your local, relentlessly packed amusement park. But if you’re a football fan and looking for a thrill, EA Sports comes bearing good news: the gates to Madden Land are wide open….
Amazon has followed the lead of Hollywood actor and co-owner of Wrexham Football Club Ryan Reynolds in sponsoring a lower league soccer team in England, with Amazon’s Prime Gaming replacing Burger King as the sponsor of Stevenage FC for the next two years. For a club in the fourth division of English soccer, to gain…
As it aims to grow its customer base among the gaming community, Pizza Hut U.K. has launched a new division that will host regular esports tournaments across several titles over the coming months. Run in partnership with Kairos Media, which has been named as its agency of record on a one-year agreement, the initiative aims…
Ralph Lauren is jumping into the $200 billion gaming industry after it dropped a new spot starring Swedish League of Legends gamer Martin Larsson, better known as Rekkles (pronounced “reckless”). Top line Ralph Lauren will partner with G2 Esports, the team that Larsson plays for, outfitting the entire esports team and kicking off a broader…
Inspired by our coveted award by the same name, Adweek presents a new livestream video series hosted by Chief Content Officer Lisa Granatstein. The Most Powerful Women in Sports, exclusively available to Adweek+ subscribers, celebrates the female power players in the sports world. The biweekly series will deliver life lessons, motivation and growth, with a…
Sony Interactive Entertainment continues to bring a sense of epic adventure to its ads with its newest spot for its online game-enhancing subscription service PlayStation Plus. Pitting two players against each other in an ever-changing game of Best Of, the ad taps into the excitement of playing against friends and gives it the glossy finish…
After the Covid-19 pandemic cratered marketing budgets more significantly than any event in the modern era, there’s an understandable desire to figure out what’s to come. Attempting to predict events beyond three months in advance might seem like outright folly, but ad spend forecasts and reports are emerging in rapid succession–and seem to agree on…
The rise in mobile rise in mobile gaming has served Riot Games well throughout the pandemic, as users are looking for more ways to engage. “The mobile platform is really suiting their needs during the pandemic more than ever,” said Cathy Saidiner, Riot Games’ head of global channel publishing, at Adweek’s virtual event on mobile…
After just one weekend of baseball, the possibilities for live sports are again in question during the era of Covid-19 as more than a dozen Miami Marlins players and coaches tested positive for the virus. So what are sports marketers (and sports fans) to do? According to Shizuka Suzuki, assistant vp of sponsorships and experiential…
While brands are spending the least amount of money on targeting esports channels ($1.5 billion compared with $59.4 billion and $15.7 billion dumped into TV and streaming marketing spend, respectively), more consumers are flocking there. And, unsurprisingly, a vast majority of these gaming consumers are Gen Z and millennials. Over a span of 12 months,…
Burger King has found a clever way to take advantage of Twitch’s donations feature for cheap publicity. The fast-food chain donated amounts between $1 and $5 to several popular gaming streamers, then used the personalized message option that comes with such donations to have a bot read a plug for the restaurant’s app and summer…
With major sports leagues shut down for the foreseeable future, an up-and-coming futuristic sport is looking to help fill the void with a particularly social distancing-friendly type of competition. The Drone Racing League has seen a 200% uptick in viewership in the past year–a trend that has accelerated since the start of the coronavirus pandemic…
On Wednesday, Adweek hosted the first episode of its new series Adweek Presents: The Way Forward, a virtual event hosted by Adweek’s Lisa Granatstein, editor, svp programming. In this series, brand leaders share insights on how they are addressing everything from leadership amid adversity to realigning customer experiences to supply chain challenges and opportunities. This…
Buying a luxury car is a huge commitment, and despite the trope of the middle-age crisis Mustang or Mercedes, it is not often an impulse purchase. For many consumers, the desire to own a luxury car starts with posters on a childhood bedroom wall, and car brands have focused on reaching young customers nowhere close…
Athletes playing video games appears to be the backup plan of choice for sports companies during the coronavirus shutdown. First, iRacing took over for Formula 1 and Nascar events with impressive success. Soon after, the NBA announced an NBA 2K competition featuring top players. Now, Major League Soccer is getting involved with the most expansive…
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