Gaming

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

Behaviours : Big Ideas

James Dean on how brands can engage the eSports audience

By Peter Maxwell 13 : 04 : 2018 Entertainment : Gaming : Marketing

The managing director of ESL UK discusses how perspectives are changing and how non-endemic brands can become part of the conversation.

James Dean on how brands can engage the eSports audience

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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
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
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
James Dean on how brands can engage the eSports audience

James Dean on how brands can engage the eSports audience:

The managing director of ESL UK discusses how perspectives are changing and how non-endemic brands can become part of the conversation.

Entertainment : Gaming : Marketing
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

Stat: Baby Boomers are leading mobile usage News

Stat: Baby Boomers are leading mobile usage

Consumers are now spending more time on mobile apps, according to The State of Mobile 2021 report by analytics firm App Annie.

Stat : Tech : Media
A gaming headset that safeguards young players News

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 online predators.

Youth : Tech : Media
Ikea’s price-conscious gaming furniture News

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
Tobacco Dock’s immersive virtual events venue News

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
Metaverse Market Markets

Metaverse Market

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

Entertainment : Gaming : Gen Alpha
Pokémon GO and Gucci elevate in-game fashion News

Pokémon GO and Gucci elevate in-game fashion

Augmented Reality mobile game Pokémon GO is collaborating with Gucci as part of its collection for The North Face.

Fashion : Luxury : Technology
Ryan’s World reaches Gen Alpha fans on Roblox News

Ryan’s World reaches Gen Alpha fans on Roblox

Nine-year-old Ryan Kaji has become the first YouTube creator to build an interactive virtual world for his fans.

Media & Entertainment : Technology : Youth
FaZe Clan launches influencer talent incubator News

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
Alba is an eco-activist game for kids News

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
e.l.f plays to gamers with Twitch collaboration News

e.l.f plays to gamers with Twitch collaboration

Cosmetics brand e.l.f is partnering with Twitch star Loserfruit (Lufu) in a new digital frontier focusing on the gaming community.

Gaming : Beauty : Marketing
This phygital food festival gamifies happy hour News

This phygital food festival gamifies happy hour

Alcohol brand Tiger Beer’s month-long food fiesta is an immersive online experience that aims to digitise street food for the Covid-19 consumer.

Food : Drink : Technology
Visa gamifies financial literacy in Malaysia News

Visa gamifies financial literacy in Malaysia

The payment service provider has announced the launch of Mind Your Ringgit, a game to educate children on making financial decisions.

Finance : Technology : Gaming
Stormzy drops new music in Ubisoft’s latest game News

Stormzy drops new music in Ubisoft’s latest game

Grime rapper Stormzy introduces his latest single Rainfall, with the video taking place inside Ubisoft’s video game, Watch Dogs: Legion.

Gaming : Music : Activism
Stat: Bollywood loses viewers to on-demand streaming News

Stat: Bollywood loses viewers to on-demand streaming

A new report by Dentsu Aegis Network India reveals a sharp rise in digital streaming among India’s youth.

Media And Entertainment : Technology : India
Fortnite’s aggro-tising fights the App Store monopoly News

Fortnite’s aggro-tising fights the App Store monopoly

#FreeFortnite is a new social media campaign from Epic Games highlighting how Apple is blocking iOS users from installing and updating season four of Fortnite.

Technology : Media And Entertainment : Advertising
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