Tag: Gaming & Esports

For years, digital culture rewarded optimization. Now, young adult audiences are turning away from overly curated “authentic” content and moving towards community-created content that feels “alive.” Twitch Ads set out to map that change, and what it means for brands that still think “relatable” is the finish line.

For brands, success will depend on understanding the context in which people are playing, respecting the community they are part of, and delivering content that earns attention rather than demands it.

As marketers, we need to take another hard look at what role each channel is playing and ask if we are optimizing towards campaign KPIs, the result, or the journey as a whole.

Building lasting engagement requires more than visibility alone; it requires curation and a long-term strategy.

Gaming continues to reach audiences that are difficult to engage elsewhere, particularly younger consumers whose media habits increasingly revolve around creators, communities, and interactive experiences.

By Mike Murphy O’Reilly, Global Head – Media & Brand Partnerships, Dexerto When Grand Theft Auto VI arrives on November 19, it won’t just be the biggest game launch in history, it will be the biggest entertainment launch of any kind. The audience, attention and cultural oxygen it will command for weeks or even months, are on a scale that…

One of the biggest reasons brands struggle with gaming is deceptively simple: they don’t know what it is.

Gaming isn’t just a category to consider, it’s a cultural phenomenon that intersects with fashion, music, film, and more. The good news is it’s not too late – brands can show up authentically with custom in game experiences.

The brands that will win the loyalty of the next generation will be the ones that show up authentically, contribute meaningfully, and become a part of the community.