The era of the in-depth brand and gaming creator partnership has arrived
Digiday » Gaming & Esports
by Alexander Lee
4d ago
As brands grow more comfortable in the gaming space, they’re handing the reins over to creators for longer and deeper sponsorships that are inherently integrated with their content and communities. Brands’ romance with gaming influencers and creators has blossomed in 2024. Marketers have moved beyond in-game ads as they realize the spending power of “cultural gamers” — or self-identified gamers who primarily engage with the medium through social media and digital content rather than the games themselves. To reach gamers outside of video games, brands have moved beyond one-off activations based ..read more
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Why Fortnite and Roblox still rely on social to drive discovery and engagement of branded experiences
Digiday » Gaming & Esports
by Alexander Lee
4d ago
Fortnite and Roblox are thriving by riding the coattails of the very social platforms they aim to dethrone. Brands’ presence is rising inside video games, but actually getting users to spend time inside in-game branded experiences remains a consistent challenge. Simply building a branded world and letting it molder on the platform is not a successful strategy, and some creators have complained that Fortnite’s built-in discovery tool is ineffective at bringing new traffic to user-created maps. Instead, marketers are leaning on the tried-and-true channel that is social media to make their gaming ..read more
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Electronic Arts’ ad tech hiring plans signal the publisher’s streamlined advertising dreams
Digiday » Gaming & Esports
by Alexander Lee
1w ago
Ad tech could be about to have a new and surprising entrant: Electronic Arts. Electronic Arts is making key ad tech hires that appear poised to streamline the company’s advertising offerings. It’s the latest development in EA’s push into advertising, following CEO Andrew Wilson’s statement that ads represented a “meaningful driver of growth” for the company during its May 8 Q4 2024 earnings call. At the moment, EA has four active job listings for ad tech roles, which went up on various job boards beginning in late May and as recently as weeks ago. The jobs are based across EA’s various offices ..read more
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How the Dr Disrespect scandal sent the gaming industry’s whisper network into overdrive
Digiday » Gaming & Esports
by Alexander Lee
1w ago
When allegations of sexual misconduct by Guy “Dr Disrespect” Beahm went public in June, the news shocked many fans of the prominent gaming creator. But to industry insiders, last month’s scandal was simply the culmination of a years-long, behind-the-scenes conversation about Beahm’s brand safety issues. Reports that Beahm had inappropriately messaged a minor via Twitch’s internal chat service in 2017 have been corroborated by Rolling Stone, Bloomberg and The Verge, as well as a statement tweeted out by Beahm himself. The exact nature and extent of that misconduct is unclear, though Beahm ackno ..read more
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How Fortnite and Roblox are becoming marketing tools for the music industry
Digiday » Gaming & Esports
by Alexander Lee
2w ago
As platforms such as Fortnite and Roblox become full-service platforms for digital life, the music industry is moving beyond virtual concerts. These days, musicians are integrating more deeply into virtual worlds to promote their album releases and bring in new fans. Music has been a key element of the metaverse from the start. In 2020, Travis Scott’s virtual concert inside Fortnite was many of its participants’ first introduction to the metaverse concept. But although Scott’s concert reportedly grossed roughly $20 million through in-game item sales, it was a one-off event that was not tied to ..read more
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As controversy builds, the clock is ticking for noted livestreamer Dr Disrespect’s sponsors
Digiday » Gaming & Esports
by Alexander Lee
2w ago
Following accusations of inappropriate contact with a minor, the downfall of prominent livestreamer Guy “Dr Disrespect” Beahm has rocked the gaming world. Some sponsors and business partners have already cut ties with the embattled creator — and as more evidence of his misconduct comes out of the woodwork, this trickle is poised to become a deluge. Here’s a quick recap of the scandal, in case you live under a gaming rock. In June 2020, the livestreaming platform Twitch banned Beahm for violating its code of conduct, with all parties declining to disclose more information about the breach. Shor ..read more
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Esports team Evil Geniuses is rebranding in a bid to un-tarnish its reputation
Digiday » Gaming & Esports
by Alexander Lee
2w ago
Correction: A previous version of this story implied that the majority of Evil Geniuses’ current management team worked at the organization in 2022. At the moment, current CEO Chris DeAppolonio is the only director-level or higher staffer who was part of Evil Geniuses’ leadership team in 2022. Evil Geniuses has responded to the claims made by fans in this story. Prominent esports team Evil Geniuses announced a rebrand on June 20. The goal: to help move the company past a series of scandals that shook fans’ confidence in its brand in 2022 and 2023. Founded in 1999, Evil Geniuses (often referred ..read more
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Why the ‘year of gaming’ might be the ad industry’s next ‘year of mobile’
Digiday » Gaming & Esports
by Alexander Lee
2w ago
At Cannes Lions and beyond, the much-predicted “year of gaming” could be the advertising industry’s next “year of mobile.” Longtime ad industry observers are likely familiar with the much-vaunted “year of mobile.” From 2012 onward, marketers trumpeted mobile advertising as the next great shift in the industry landscape — even as the “year of mobile” itself kept getting pushed back. At the end of the day, there was never a definitive year of mobile, it was more years — a steady, gradual shift toward mobile advertising becoming a standard part of just about every brand’s marketing budget. T ..read more
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Discord is doing a brand refresh to welcome brands and marketers onto the platform
Digiday » Gaming & Esports
by Alexander Lee
3w ago
As Discord heats up as a marketing channel for game publishers, the platform has undergone a rebrand in a bid to bring more brands and marketers into the fold. Discord’s brand refresh, announced on May 29, included now using a darker shade of purple and creating a new app developer kit intended to make it easier for developers to integrate their games and apps directly into Discord. It also included the rollout of Quests, or limited-time advertisements that encourage users on Discord to play and share specific games in exchange for in-game rewards.  “Going through this process was not jus ..read more
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Saudi influence over gaming extends far beyond esports
Digiday » Gaming & Esports
by Alexander Lee
3w ago
Saudi Arabia has bought its way into just about every facet of gaming and esports. In 2022, Savvy Games Group, the gaming arm of Saudi Arabia’s government-controlled Public Investment Fund (PIF), announced plans to invest $38 billion to transform Saudi Arabia into a global gaming hub. Two years later, the country is well on its way to accomplishing that goal. Over the past year, esports industry observers have focused much of excitement — or criticism, depending on who you ask — on flashy Saudi megaprojects such as the Esports World Cup and the gaming portion of Qiddiya, Saudi Arabia’s planned ..read more
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