Last year, Ferrara Candy’s gummy brand Trolli teamed up with Microsoft to celebrate the 20th anniversary of the Xbox gaming console by giving away 20 custom Xbox Series S bundles and showcasing some of the system’s biggest titles such as Halo Infinite and Sea of Thieves on the brand’s packaging. Now the confectionery brand is…
Microsoft’s Xbox partnered with the New York Liberty and Brooklyn Nets parent company BSE Global earlier this year with two goals: drive conversation and awareness for both brands, while shining the light from Lady Liberty’s torch on women’s sports. Those initial goals have been satisfied. And that’s paved the way for a unique partnership activation:…
In FIFA 22’s first six days after launching in September, 9.1 million players joined a match and 460 million games were played. The video game, which is revised and re-released annually, is one of the most popular on the market–and soon, it will undergo a major change. Though the game will look the same, its…
Esports and media powerhouse FaZe Clan began trading publicly on the Nasdaq today, following a special purpose acquisition company (SPAC) merger with B. Riley Principal 150 Merger Corp. The brand is listed under the ticker symbols FAZE and FAZEW. The plan to go public was first announced back in October. The deal was initially expected…
Facebook Gaming introduced Clips to Reels, a set of editing tools that enable creators to transform their gameplay clips into Reels. The tools began rolling out in June, and they are now available to all Level Up creators and partners. Clips to Reels enables creators to cut clips of existing content or gameplay moments down…
When your passion becomes your profession, it’s easy to feel like you’ve won the proverbial lottery. But what happens when you aren’t afforded the luxury of signing off at the end of the day? It’s the perfect digital storm: For consumers, the immersive nature of gaming makes it the ultimate form of escapism. For game…
Twitter Gaming analyzed gaming-related chatter on its platform during the first half of 2022 and found that approximately 1.5 billion tweets about gaming were sent from Jan. 1 through June 30, up 36% year-over-year. Twitter Gaming said Genshin Impact was the most-tweeted-about game globally during the period, followed by Wordle. The top 10 most-tweeted-about games…
Gaming brands are finding no shortage of ways to tap into their communities. In this instance, one mobile game tapped a pop star to help it show off its cast of characters that stretches across the gender spectrum. To announce a new, game-changing team-up, Garena Free Fire, creative agency AKQA and Brazilian singer Anitta collaborated…
A non-player character (NPC) is a video game character that is controlled by the game’s artificial intelligence rather than by a gamer. The game Train Sim World has scores of such characters and now Pringles is working with Dovetail Games and Xbox to introduce a new NPC who will serve as a Pringles vending machine […]
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With the arrival of the metaverse, the physical and virtual worlds are becoming increasingly blurred. As brands continue to jump on this trend, it was perhaps inevitable that one would come up with a very 2022 idea: letting a person live inside a video game. Pringles has launched a competition that will offer one winner…
Honda is bringing the Hondaverse to Fortnite on Twitch. The Fortnite category on Twitch has more than 80 million followers, and the automaker described the Hondaverse as a fully immersive virtual world within Fortnite on Twitch. The Hondaverse will feature multiple custom maps and debut Thursday (June 30) with the Honda Parkour world, built around…
One of the advertising industry’s most coveted honors, the Cannes Lions Titanium Grand Prix, has been awarded to a powerful and innovative U.K. campaign against knife violence. “Long Live the Prince,” created by London agency Engine for the Kiyan Prince Foundation and EA Sports, created a digital persona for Kiyan Prince, a rising soccer talent…
Sony Interactive Entertainment is revamping its PlayStation Plus subscription service, adding new tiers in the style of streaming services. The new version of Playstation Plus essentially merges Sony’s PlayStation Now streaming and PlayStation Plus cloud gaming services. It will now have three tiers–Essential, Extra and Premium–priced from $9.99 to $17.99 a month, with discounts for…
With around three billion people now classed as gamers, and an almost equal divide of men and women, cosmetics giant L’Or?al is coming to play as it ramps up its engagement strategy through influencer and platform partnerships to grow its brand’s resonance with worldwide communities. Speaking from VivaTech, Alexandra Bolten, global head of social and…
While the modern gaming playbook is relatively new for advertisers, the growth of adoption by players and its subsequent commercial interest is seen as having been accelerated by the Covid-19 pandemic rather than a true consequence of it, sector professionals have said. Newzoo has predicted that the number of gamers will reach 2.81 billion gamers…
Game-development platform Crayta is now available on Facebook Gaming as a cloud-streamed experience. Developed by Unit 2 Games, Crayta was designed to allow individuals to create games and other digital experiences even if they have no previous game development training. Crayta was previously released on Google Stadia and the Epic Games Store. Meta acquired Unit…
Insurance is a tougher sell for marketers than the more tangible advertising categories, especially when it comes to younger consumers. It’s not exactly an eye-catching new car or fashion line. So State Farm is hoping to introduce an element of fun to its otherwise actuarial discussions of premiums through gaming. The insurance brand partnered with…
The sound of excitement and celebration is rarely a quiet one but it is spontaneous–an insight a campaign from horse betting brand PMU conveys, led by World Cup-winning French soccer international striker and its brand ambassador Antoine Griezmann. The ad campaign, titled “Noise,” highlights that half a million winning bets are made through the company…
The Xbox Twitch channel has 635,000 followers who tune in to see daily gaming streams including interviews and esports tournaments. Xbox is letting more gamers get in on the fun with its launch of a new Xbox ASL channel with American Sign Language interpretation from inclusive communication service provider Sorenson. “Gaming with Twitch is a…
Nestl? chocolate brand KitKat has begun an artificial intelligence staring contest in which consumers will challenge a digital rival–including a cat, owl and goat–not to blink first. With the return of its “Have a break, have a KitKat” brand positioning, the “Blink Break” contest will aim to provide “a fun distraction” to players, according to…
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