How Gaming Marketers Innovate to Reach a Changing Audience

From Atari to Nintendo 64 to Xbox Series X, the gaming industry has spent the better part of 50 years evolving and innovating to reach new fans. In recent years, platforms led by Twitch introduced a way for game players to grow their community and for brands to reach new and very lucrative customers by…

Why State Farm Has Made a Massive Marketing Investment in Gaming

If gaming gives you an extra life, take it. Last year, State Farm turned to its Gamerhood Challenge show and Twitch streamers to help it connect with younger consumers. That series dropped a group of gamers in a virtual neighborhood and made them compete in challenges featuring pitfalls that State Farm would cover. The show…

Super League’s CEO on How Gaming Is Going Phygital

In an exclusive interview, Ann Hand, CEO of esports community and content platform Super League Gaming, shares her insights on the gaming revolution and the exciting possibilities it holds for bridging the gap between the digital and physical realms. With a focus on creating immersive experiences, Hand unveils the strategies and innovations driving the transformation…

Nike Builds Its Own Branded Universe Within Fortnite

Athletic shoe behemoth Nike, using the Unreal Editor for Fortnite, has created a custom island within Epic Games’ wildly popular battle royale that players can visit to pick up sneakers for their character. The launch of Airphoria with the help of Fortnite creator studio Beyond Creative is the latest activation of a multiyear partnership between…

A Big Idea: “Non-Mineable Land” Inside of Minecraft

Minecraft is the best-selling game in the world. The game teaches players, primarily children, to mine and build whole worlds out of raw materials. Naturally, the raw materials must be secured under duress. A game needs tension, and Minecraft has it. What it does not have is a means to teach players that raw materials […]

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Coca-Cola Teams Up With League of Legends to Create a Flavor for Gamers

In many video games, players who overcome challenges like solving puzzles or winning fights are rewarded with experience points that make their characters more powerful. Now a new limited-edition product made by Coca-Cola with League of Legends publisher Riot Games imagines what that gaming milestone would taste like. The new flavor, Coca-Cola Ultimate Zero Sugar,…

Diablo IV Characters Beg for Salvation in Dark Film by Oscar-Winning Director Chloé Zhao

Players of Blizzard Entertainment’s Diablo IV take on the role of a powerful hero who must save the world of Sanctuary from demons led by Lilith, the queen of hatred. A launch film from creative agency 72andSunny, directed by Oscar-winner Chlo? Zhao and Kiku Ohe, gives players extra motivation by having characters from the game…

Your Crocs Can Now Take You Into the World of Minecraft

Crocs owners are known to wear their shoes one of two ways–seamlessly changing from “sport mode” to “relaxed mode” by moving the strap on the clogs to the front or back. The brand is now expanding this idea to the world of gaming, as it aims to grow its international fan base virtually through a…

Your Crocs Can Now Take You Into the World of Minecraft

Crocs owners are known to wear their shoes one of two ways–seamlessly changing from “sport mode” to “relaxed mode” by moving the strap on the clogs to the front or back. The brand is now expanding this idea to the world of gaming, as it aims to grow its international fan base virtually through a…

Your Crocs Can Now Take You Into the World of Minecraft

Crocs owners are known to wear their shoes one of two ways–seamlessly changing from “sport mode” to “relaxed mode” by moving the strap on the clogs to the front or back. The brand is now expanding this idea to the world of gaming, as it aims to grow its international fan base virtually through a…

Apple Arcade’s Upbeat Ad Animates a Bored Mom’s Parked Car

Apple’s video game subscription service, Apple Arcade, is promoting its ability to bring fun to even the most mundane situations. Its latest ad coincides with the platform’s May 4 launch of 20 new titles. Set to Kullah’s “Let’s Play,” the 30-second spot shows a bored mom sitting in her SUV in an elementary school parking…

How Video Game Experiences Help Brands Steer Purchase Decisions

With global video game revenue expected to hit $365 billion by the end of 2023, and users expected to reach 3 billion by 2027, there is an incredible opportunity for brands to reach a massive untapped audience. And it turns out, younger gamers are increasingly persuasive when it comes to what their parents buy. Research…

Gaming and AR Companies Seek to Entice Brands Amid Budget Cutbacks

As augmented reality, metaverse activations and gaming formats of all kinds continue to grow as media channels, marketers are looking for high return-on-investment ways to advertise within the sector. But that’s proving relatively slow to materialize. While interest in the metaverse has cooled off somewhat since the peak of hype last year, brands are continuing…

Demons From Diablo IV Take Over a French Cathedral

Blizzard Entertainment’s Diablo IV will send players to hell to battle Lilith, the queen of hatred. A campaign from creative agency 72andSunny and their experiential production partner Wildlife is capturing the scale of the video game’s cosmic conflict by covering a deconsecrated gothic cathedral in France with artwork from Baroque-style painter Adam Miller. “The Cathedral…

How PlayStation Is Building Its Creator Strategy With LeBron James

LeBron James fans will know that, off the court, the basketball icon is an avid gamer. King James regularly interacts with his 52.8 million Twitter followers about his passion for gaming. And his fandom for Sony’s PlayStation console is legendary, as evidenced by an earnest image circling online from 2003 that shows him (on the…

Royal Match Players Become Actual Royalty in Dream Games Ad

Mobile gaming company Dream Games is promoting its free-to-play game Royal Match with a campaign that showcases the “royal treatment” its players receive. The puzzle game, in which players help King Robert to restore his castle while winning their own rewards, was the first to be released by the publisher in February 2021. The multimillion-dollar…

Stella Artois’ Stunt With The Sims Falls Foul of EA’s Lawyers

Stella Artois has apparently called off plans to run an unofficial brand experience on Electronic Arts’ gaming platform The Sims 4 after being approached by legal counsel from the makers of the game over IP infringement. According to EA, its lawyers have approached AB InBev, the owner of Stella Artois, about its plans to launch…

Stella Artois Taps The Sims to Help Players Be Unfiltered and Free

Premium Belgian beer brand Stella Artois is set for its first foray into the world of gaming with the release of an unofficial tie-in with Electronic Arts franchise The Sims, which will allow players to download and add the brand’s campaign into their own virtual worlds. The release of the Stella Artois Unfiltered mod pack…

Sony’s PS5 Ad Reports Live From the Scene of Its Top Game Titles

To promote the immersive gaming worlds players can access through its PlayStation 5 (PS5) console, Sony Interactive Entertainment (SIE) has released a campaign in which it imagines journalists reporting live from within their games’ action-packed narratives. These games include Spiderman, Resident Evil, God of War and Gran Turismo. Created by DDB-owned creative production company Cain&Abel,…

Video Games Are Dominating Hollywood and Changing Viewing Habits Forever

Some of the best TV right now has been coming from delightfully and unabashedly nerdy sources. TV adaptations of The Wheel of Time, The Rings of Power, The Sandman and House of the Dragon are streaming beloved storylines from high fantasy and sci-fi literature to living rooms across the world. Leveraging IP with an established…