Gaming

From luxury product drops to new revenue streams and youth activism, discover how gaming and play are becoming tools to reach the masses.

ACTIVISM GAMING
A new generation are viewing the gaming world as a utopian medium to explore and express their social, ethical and political values.

MUNDANE GAMING
Countering our hyper-emotional online existence, gaming platforms are turning mundane daily activities into a form of escapism.

E-TOURISM
Travel and hospitality brands are levelling up their services to embrace the thrills, sights and sounds of competitive gaming.
Gamer Wellness Market

Gamer Wellness Market:

As esports’ influence continues to challenge that of traditional sports, lifestyle brands are helping gamers to level up their physical...

 Health & Wellness : Gaming : Sport
Can the foodverse secure restaurants’ future?

Can the foodverse secure restaurants’ future?:

Supreet Raju, co-founder of OneRare, unpacks the potential that Web3 can offer food brands, chefs and the public by bridging digital and...

 Food : Metaverse : Marketing
Decentralised tech is driving LATAM’s socio-economic future

Decentralised tech is driving LATAM’s socio-economic future:

Bernardo Mendes, chief gaming officer at Druid Creative, discusses how gaming, the metaverse and Web3 will help Latin American citizens’...

 Gaming : Web3 : Latin America
Gucci’s gaming academy nurtures new eSport stars

Gucci’s gaming academy nurtures new eSport stars:

The luxury brand is expanding its efforts in the eSports sector with the launch of a global gaming academy.

 Gaming : Media & Entertainment : Wellness
Stat: Gen Z want to build careers in the metaverse

Stat: Gen Z want to build careers in the metaverse:

Although the metaverse is still only in its initial stages, members of Generation Z are already plotting ways to earn a living from it.

 Stat : Stats : Statistic
Coca-Cola captures the flavour of gaming

Coca-Cola captures the flavour of gaming :

The multinational beverage company’s latest drink, the Coca-Cola Zero Sugar Byte, aims to recreate the flavour of the internet and comes...

 Food : Drink : Technology
Game-Fi Rising

Game-Fi Rising:

Brands are using game-based finance to create new retail opportunities, rewarding game play loops and building a greater sense of...

 Gaming : Finance : Technology
Affirmative Avatars Market

Affirmative Avatars Market:

As the line blurs between people’s real-life personas and online avatars, socially conscious netizens are seeking digital fashion that...

 Gaming : Avatars : Web3
Stat: Music and gaming go hand in hand for Gen Z

Stat: Music and gaming go hand in hand for Gen Z:

With the gaming and music worlds becoming increasingly intertwined, there's a need for innovation when it comes to in-game music...

 Youth : Media : Gaming
Chinese Entertainment Market

Chinese Entertainment Market:

As China tightens its control over ‘extravagant’ forms of entertainment, citizens are engaging with media with less passivity and more...

 Media : Technology : Entertainment
It’s time to wake up to the metaverse mall

It’s time to wake up to the metaverse mall:

With Fortnite, Minecraft and Roblox thriving, the metaverse’s doors have been flung open. But when will retailers start building their...

 Retail : Technology : Gaming
Vans builds an interactive skatepark within Roblox

Vans builds an interactive skatepark within Roblox:

Tuning into a growing interest in gaming, the skatewear brand has launched an immersive 3D environment within video game Roblox.

Media And Entertainment : Technology : Fashion
Riot Games’ in-house label generates virtual musicians

Riot Games’ in-house label generates virtual musicians:

Responding to the growing influence of virtual creators, video game developer Riot Games is making a foray into the music industry with...

 Media & Entertainment : Youth : Technology
Stat: Global gaming audiences are increasingly diverse

Stat: Global gaming audiences are increasingly diverse:

Global interest in gaming is on the rise as a result of widespread mobile adoption. According to a report on the games market by...

 Media & Entertainment : Technology : Sports & Leisure
Alternet Economies

Alternet Economies:

A technological counter-culture is decentralising capitalism, reforming the internet and powering new value frontiers for creators,...

 Technology : FinTech : Internet
Metaverse Market

Metaverse Market:

Expanding far beyond its gaming roots, the metaverse is becoming a youth hub in which the future of socialising, entertainment and...

 Entertainment : Gaming : Gen Alpha
Stat: In-game luxuries drive physical product sales

Stat: In-game luxuries drive physical product sales:

As the worlds of luxury and gaming continue to collide, there is growing evidence that in-game sales are also translating into physical...

 Luxury : Media & Entertainment : Fashion
Why brands must learn from the film and gaming universe

Why brands must learn from the film and gaming universe:

Brands must offer consumers the escapism they crave as routine fatigue sets in and new lockdowns loom across the globe.

 Technology : Advertising : Customer Experience
Digital Fandom Market

Digital Fandom Market:

Fandom in the digital age is booming, with live-streaming, tokenisation and neo-patronage changing how we think about and interact with...

 Technology : Entertainment : Media
Ikea’s price-conscious gaming furniture

Ikea’s price-conscious gaming furniture:

Ikea's first range of affordable PC gaming furniture makes it easier for consumers to have a professional set-up at home.

 Retail : Gaming : Technology
A gaming headset that safeguards young players

A gaming headset that safeguards young players:

Marketing company Mullenlowe is teaming up with digital gaming service Mobily eSports to create a headset safeguarding young gamers from...

 Youth : Tech : Media
Tobacco Dock’s immersive virtual events venue

Tobacco Dock’s immersive virtual events venue:

Tobacco Dock is creating a digital twin of its physical venue to offer hybrid events suitable for the pandemic period and beyond.

 Hospitality : Technology : Events
Twitch empowers creators with reward-based ads

Twitch empowers creators with reward-based ads:

Live-stream platform Twitch is empowering its community of creators with its new multiplayer approach to advertising.

 Influencers : Gaming : Advertising
FaZe Clan launches influencer talent incubator

FaZe Clan launches influencer talent incubator:

FaZe Clan, one of the eSports industry’s most prominent organisations, is unveiling its new talent incubator, the FaZe Academy.

 Youth : ESports : Society
Xbox explores the link between gaming and dreaming

Xbox explores the link between gaming and dreaming:

Film director Taika Waititi has brought gamers’ surreal dreams to life to promote the Xbox Series X.

 Media And Entertainment : Gaming : Xbox
Alba is an eco-activist game for kids

Alba is an eco-activist game for kids:

Video game studio UsTwo Games has introduced Alba: A Wildlife Adventure, a video game that centres around a young environmental activist.

 Media And Entertainment : Gaming : Youth
Championing empathy and equality in gaming

Championing empathy and equality in gaming:

Raising Good Gamers is an initiative championing more positive, inclusive and fair online gaming communities for young people.

 Media : Technology : Gaming
Astralis hacks food delivery for gaming jersey launch

Astralis hacks food delivery for gaming jersey launch:

The Danish eSports team has partnered with food delivery app Wolt for its Counter-Strike jersey launch.

 Retail : Fashion : Marketing
In-game fashion

In-game fashion:

The synergy between fashion and gaming is swelling as designers and brands produce garments for wearing in-game and IRL.

 Gaming : Fashion : Media
The US presidential campaign enters Animal Crossing

The US presidential campaign enters Animal Crossing:

Ahead of the upcoming US presidential election, the Joe Biden and Kamala Harris campaign targets the Animal Crossing community.

 Society : Politics : US
Gucci’s tennis apparel for virtual and IRL dressing

Gucci’s tennis apparel for virtual and IRL dressing:

Gucci and Tennis Clash have partnered to bring virtual Gucci garments into the gaming space.

 Fashion : Gaming : Virtual Shopping
A social-first store from Burberry and WeChat

A social-first store from Burberry and WeChat:

Burberry has launched a ‘social retail’ shopping concept in Shenzhen, developed in collaboration with WeChat.

 Retail : Fashion : Gaming
Gaming Garments Market

Gaming Garments Market:

Esports and gaming culture are infiltrating the world of fashion, with inspiring brand collaborations and innovation in performance wear.

 Fashion : Esports : Leisure
Why flagship stores are the arcades of the future

Why flagship stores are the arcades of the future:

Gaming is creating a new breed of bold retail spaces that transcend language barriers, says Gilles Boissele, creative partner at UNIT9.

 Retail : Fashion : Youth
Party Chat hacks Grand Theft Auto to unveil garments

Party Chat hacks Grand Theft Auto to unveil garments:

The clothing label revealed its latest unisex collection by hacking into Grand Theft Auto (GTA).

 Fashion : Augmented Reality : Gaming
Drest is a shoppable luxury fashion game

Drest is a shoppable luxury fashion game:

The interactive fashion styling app will allow users to style and create their own content, as well as discover and shop products in a...

 Fashion : Gaming : Retail
B Surf is Burberry’s latest gaming experiment

B Surf is Burberry’s latest gaming experiment:

Burberry has unveiled a video game, B Surf, to promote the launch of its monogram summer collection.

 Fashion : Retail : Media And Entertainment
Mundane Gaming

Mundane Gaming:

Countering our hyper-emotional online existence, gaming platforms are turning mundane daily activities into a form of escapism.

 Gaming : Technology : Health & Wellness
A video game delivered on prescription

A video game delivered on prescription:

A new iOS game called EndeavourRX is the first of its kind to be authorised by the US Food and Drug Administration (FDA) as a medical...

 Gaming : Youth : Emerging Youth
Activism Gaming

Activism Gaming:

A new generation are viewing the gaming world as a utopian medium to explore and express their social, ethical and political values.

 Youth : Media : Entertainment
Stat: Playing video games increases empathy

Stat: Playing video games increases empathy:

The National Literacy Trust and the Association of UK Interactive Entertainment find that playing video games can increase empathy in...

 Technology : Media And Entertainment : Stat
Wildeverse brings animal conservation to gaming

Wildeverse brings animal conservation to gaming:

Augmented reality developer Internet of Elephants has launched a new game to raise awareness of the struggles faced by wildlife and...

 Gaming : Ar : Augmented Reality
Gaming giants pledge to reduce their environmental impact

Gaming giants pledge to reduce their environmental impact:

Twenty one technology companies have formed the Playing for the Planet Alliance with the aim of reducing the environmental impact of...

 Gaming : Sustainability : Technology
e-tourism

e-tourism:

Travel and hospitality brands are levelling up their services to embrace the thrills, sights and sounds of competitive gaming.

 Travel : Hospitality : Tourism
Atari’s luxury hotels make a play for e-tourism

Atari’s luxury hotels make a play for e-tourism:

The Japanese gaming giant has set its sights on the luxury hotel market, as it branches into e-tourism.

 Travel : Media : ESports
Travis Scott’s world ‘tour’ for Fortnite players

Travis Scott’s world ‘tour’ for Fortnite players:

Rapper Travis Scott debuted his new song ‘Astronomical’ through Fortnite as part of a series of concerts within the game.

 Media And Entertainment : At-home Entertainment : Virtual Events
Stat: eSports wins in India during lockdown

Stat: eSports wins in India during lockdown :

According to research by Global Web Index, the gaming and eSports industries have grown significantly since lockdown measures were put...

 Gaming : ESports : Covid-19
Accessible Gaming

Accessible Gaming:

While the mainstream gaming industry has long ignored disabled people, a host of new technologies are enabling brands to adapt to their...

 Gaming : Entertainment : Accessibility
Stat: Gaming accounts for 51% of UK entertainment market

Stat: Gaming accounts for 51% of UK entertainment market:

Games accounted for 51% of the entire UK entertainment market, according to a 2018 study by the Entertainment Retailers Association.

 Gaming : Entertainment : Leisure
An eSports restaurant for eatertainment

An eSports restaurant for eatertainment:

Fast-casual food chain Fairwood has opened a space that combines eSports, live-streaming and dining.

 Hospitality : Gaming : ESports
Cloud Gaming

Cloud Gaming:

A new era of gaming is on the horizon, fuelled by big brand data centres, digital communities and on-demand services.

 Media : Gaming : Leisure
A banking app for eSports fans

A banking app for eSports fans:

Banking app Lunar has joined forces with Astralis Group to launch a digital banking experience that combines personal finance with gaming.

 FinTech : Gen Z : Mobile Banking
Micro-amusement parks

Micro-amusement parks:

Brent Bushnell, CEO of Two Bit Circus, on how immersive gaming, edutainment and theatrical dining can attract a diverse leisure audience.

 Entertainment : Leisure : Food
Hybrid Gaming

Hybrid Gaming:

Combining VR and AR with escape games, laser tag and drones, a new category of immersive interactive gaming is emerging in the leisure...

 Youth : Technology : Leisure
The Factory is a new phygital venue in Fortnite

The Factory is a new phygital venue in Fortnite:

Creative venue The Factory is opening a digital version in Fortnite, allowing players to tour the building virtually before its physical...

 Architecture : Media : Gaming
Minecraft becomes a safe space for censored journalists

Minecraft becomes a safe space for censored journalists:

Reporters Without Borders is turning to gaming to give a voice to censored writers from countries such as Egypt, Russia and Saudi Arabia.

 Technology : Minecraft : Digital
Phoneless focus

Phoneless focus:

Maths Mathisen, co-founder of productivity app Hold, explains how gamifying smartphone screentime can build positive brand relationships.

 Workplace : Apps : Technology
Relationship Games

Relationship Games:

Players and developers are exploring gaming’s potential to build positive, meaningful relationships between boys and men.

 New Masculinity : Media : Entertainment
Stat: Audience figures for eSports set to surge

Stat: Audience figures for eSports set to surge:

The number of spectators watching competitive video gaming is predicted to increase significantly, according to recent projections.

Leisure : ESports : Media
eSports Nutrition

eSports Nutrition:

As competitive gaming broadens its appeal, both amateur and professional gamers are looking to the health and wellness industry to give...

 Wellness : ESports : Food
eSports Market: Part 1

eSports Market: Part 1:

With exponential growth across Asia and North America, the eSports channel is becoming a key way to reach male Millennials.

 Digital : Sports : Gaming
eSports Market: Part 2

eSports Market: Part 2:

With mobile hardware lowering barriers to entry and non-endemic brands acting as sponsors, eSports are entering the mainstream.

Gaming : Sports : Branding
Edu-play-tion

Edu-play-tion:

With parents of Generation Alpha now home educators, brands are elevating playtime with tools that combine digital and analogue learning.

 Youth : Technology : Gen Alpha

Related to Gaming

Maybelline targets hyper-casual Gen Z gamers News

Maybelline targets hyper-casual Gen Z gamers

The cosmetics giant is partnering with mobile video game developer Zynga to launch in-app mobile games for casual players.

Beauty : Youth : Metaverse
Minecraft bans NFTs citing inclusivity concerns News

Minecraft bans NFTs citing inclusivity concerns

Massive multiplayer online game Minecraft has banned the sale of NFTs out of concerns that they might foster a culture of ‘haves and have-nots’.

Media And Entertainment : Technology : Gaming
The Marriott gamifies the hotel experience News

The Marriott gamifies the hotel experience

Moxy Hotels, an offshoot of The Marriott group, is gamifying the hospitality experience in an effort to draw in younger consumers and make hotel stays more enjoyable.

Travel & Hospitality : Media And Entertainment : Technology
Stat: Gamers favour brands more than non-gamers News

Stat: Gamers favour brands more than non-gamers

With gaming spaces ripe for branded activations, research by Newzoo reveals that gamers have more favourable attitudes to brands than their non-gaming counterparts.

Gaming : Retail : Society
This mindful game lets you nurture digital houseplants News

This mindful game lets you nurture digital houseplants

With consumers increasingly bringing self-care rituals into their daily lives, gaming developer Lumi is creating a mindful game that invites players to nurture virtual houseplants.

Media & Entertainment : Gaming : Health & Wellness
Stat: Consumer spending in mobile games gathers pace News

Stat: Consumer spending in mobile games gathers pace

The latest Gaming Spotlight report from data.ai and IDC reveals the growing potential of in-game spending across the generations.

Youth : Media & Entertainment : Gaming
Amazon partners with IMDb to gamify streaming News

Amazon partners with IMDb to gamify streaming

With so much content available at our fingertips, choosing a TV show or film can often be a daunting process.

Media & Entertainment : Society : Gaming
Spotify empowers music creators in Roblox News

Spotify empowers music creators in Roblox

The streaming service is inviting fans and artists to connect with each other in gaming platform Roblox.

Society : Media & Entertainment : Metaverse
BBC Proms celebrates the music of video games News

BBC Proms celebrates the music of video games

For the first time in the music event’s history, video game music will be performed at BBC Proms at the Royal Albert Hall this summer.

Gaming : Media & Entertainment : Music
Persil creates a fake video game to get kids outdoors News

Persil creates a fake video game to get kids outdoors

The latest campaign by detergent company Persil is a spoof video game designed to bring the gaming community together and encourage kids to spend more time outside.

Youth : Advertising & Branding : Gaming
Volkswagen’s phygital ad is an NFT treasure hunt News

Volkswagen’s phygital ad is an NFT treasure hunt

The automotive retailer is shaking up its communications strategy with the launch of a metaverse campaign promoting its latest Polo model, the IQ.DRIVE.

Advertising & Branding : Mobility : Media & Entertainment
Snoop Dogg’s new music video surfaces in The Sandbox News

Snoop Dogg’s new music video surfaces in The Sandbox

Tuning in to the rising popularity of metaverse platforms, rapper Snoop Dogg is releasing a virtual music video within gaming platform The Sandbox.

Media : Technology : Sandbox
This video game lets players pretend to be politicians News

This video game lets players pretend to be politicians

Recognising a rise in political interest in recent years, Political Arena is a video game enabling players to pretend to be politicians.

Society : Media & Entertainment : Scenario
Nintendo HQ to re-open as a luxury hotel News

Nintendo HQ to re-open as a luxury hotel

Transforming a historically significant landmark into a luxury hotel, the original Nintendo headquarters are being repurposed into a hospitality destination.

Travel & Hospitality : Hotel : Media And Technology
CES 2022: A modular ‘battle station’ for high-level gaming News

CES 2022: A modular ‘battle station’ for high-level gaming

Adapting to the demands of contemporary gamers, consumer electronics company Razer is releasing a modular game station that raises the bar for video game equipment.

Technology : Computers : Gaming
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