While gaming often gets a bad rap for the perception that it can encourage laziness or anti-social behavior, research has shown it can also have therapeutic benefits. A 2020 study from the University of Oxford found that video games could help improve players’ mental health and wellbeing. Perhaps to overcome some of the negative tropes…
Cola-Cola knows the usual media channels don’t provide a meaningful, direct connection to younger, mobile-centric audiences around the world. The marketing game, so to speak, has changed. That’s why the soft drink brand is expanding its previous relationship with Riot Games in a multiyear partnership. The deal makes Coca-Cola the worldwide founding partner of League…
Nike’s Air Max sneaker has gained a cult following among Millennials since its debut in 1987 but, 34 years later, the brand faces a challenge: how do you make the shoe relevant to a younger generation? Nike’s answer was to head to the metaverse and enlist kids to create a digital world centered around the…
Activision Blizzard has once again teamed with skating legend Tony Hawk to release its special scratch-to-win skateboards which offer prizes hidden beneath the paintwork. The “Scratch Boards” campaign concept from David Madrid will encourage skaters to slide their boards to discover the codes hidden under the paint, allowing them to redeem different Tony Hawk’s Pro…
Google detailed a host of new gaming ad features from Google Ads and AdMob at its Google for Games Developer Summit 2022 Tuesday. The company said in a blog post Tuesday, “Players are spending more time in-game–in fact, our recent study shows that existing players increased their playtime by 42% in 2021. Google’s latest slew…
Texas-based Complexity Gaming just inked a one-year renewal and expansion of its partnership with Miller Lite as brands continue to grow their relationships with esports companies and teams. The companies plan to develop a limited-edition merchandise collection and create additional content, including a series centered on amplifying minority players. Complexity reported 22% growth in content…
Since Russia’s invasion of Ukraine on Feb. 24, many gaming and esports brands have taken a public stance, whether through condemnations or donations. Events have been postponed and partnerships with Russian and Belarusian companies broken off. Ukraine’s Deputy Prime Minister Mykhailo Fedorov has used Twitter to call on all game developers and esports platforms to…
Amazon is going all-in on gaming. Luna, the company’s cloud gaming service, is now available for all customers across the mainland U.S. Amazon Luna first rolled out in October 2020 by invitation only. Now, the gaming platform is available to everyone on devices they already own, including Fire TVs, Fire tablets, Windows PCs, Chromebooks, Macs,…
NBCUniversal is trying its hand at native in-game advertising for the first time, teaming up with video game advertising company Anzu for a global partnership. Top line The deal–which includes an investment in the ad tech startup–makes NBCUniversal Anzu’s global sales partner and the exclusive third-party seller in the U.S. and U.K. The company’s clients…
Many video game commercials follow the same formula. A family sits at home in their living room playing a video game with minimal dialogue. It serves the purpose of showcasing gameplay but can be stale. For its new release of Pok?mon Legends: Arceus on the Nintendo Switch, the EMEA marketing team in the London office…
Where can sports brands find new global audiences and revenue growth beyond their core fans? To quote EA Sports’ long-running tagline: “It’s in the game.” The Covid-19 pandemic accelerated a trend already in motion as lockdowns, restrictions and in-person sports cancellations drove fans to online gaming in massive numbers. The number of gamers globally reached…
Riot Games has thrived off a player-focused mentality with its flagship global sensation League of Legends. During its 10th anniversary in 2019, the developer announced several new game genres, including its first foray into the mobile gaming space. At Adweek’s Elevate: The Future of Mobile Gaming summit, Riot’s global head of marketing for League of…
Generational marketing isn’t easy. Getting it right requires expert knowledge, consistent monitoring of trends and a willingness to make unexpected pivots. With five generations of consumers now in the marketplace, and with Gen Z on track to become the largest cohort of consumers in the near future–performance marketers must sharpen their pencils now or risk…
Online harassment and racism have been a problem in soccer for years. In 2021, the issue came to a head as some players and the sport’s governing bodies called on tech companies and governments to take concrete action to combat the abuse. British telecom giant BT is keeping up the fight in 2022 with the…
Fandoms are forged in experiences, not contracts. While it’s easy to become transfixed by the billions being shuffled by tech and entertainment powerhouses to acquire game studios, they are akin to damage numbers flying across the screen in a fighting game. Yes, they are impressive, but they are merely indicators of a much more powerful…
Caesars just wrapped its first season as the National Football League’s exclusive casino sponsor and nonexclusive sports betting and free-to-play partner, which it’s celebrating with a Super Bowl party fit for royalty. Caesars booked a 30-second spot in the Big Game’s second quarter featuring Curb Your Enthusiasm actor and comedian JB Smoove and Academy Award-winning…
Discord now allows users to link their PlayStation Network accounts to their Discord profiles, which will allow their PlayStation 4 and PlayStation 5 game activity to appear on their Discord profiles. Our guide will show you how to connect your PlayStation account to your Discord account from within the Discord mobile application. Note: These screenshots…
Sony is buying video game developer Bungie for $3.6 billion as the PlayStation Studio owner moves to counter its rivals as independent producers are caught in what appears to be a burgeoning wave of industry consolidation. Sony’s offer comes nearly two weeks after competitor Microsoft purchased Activision Blizzard for $68.7 billion to shore up its…
Properly maintained tires can be the difference between avoiding an accident and being in one. On average, there are nearly 11,000 tire-related motor vehicle crashes each year. With the “#GoldenGauge” campaign, Michelin hopes to educate teen drivers to avoid such preventable accidents. Michelin is taking an interactive approach in promoting safe teen driving. During Teen…
The merging of reality and gaming is at the heart of the development racing game series Grid, an ambition a spot to promote the fifth installment aims to match. Created by Codemasters and EA, the latest entry called “Grid Legends,” released on February 25, includes a new story mode feature with the inclusion of both…
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