Tag: Gaming & Esports

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.

By tapping into emotions of ‘play’ ‘pleasure-seeking’ ‘belonging’ and significantly we have the opportunity to shift these fans to the ‘passionate’ end of the scale, which will ultimately provide a more substantial commercial opportunity.

By focusing solely on the spectacle of top creators, marketers are missing out on the true engine of influence within gaming: the vast, peer-to-peer networks and digital communities that quietly dominate the creator economy.

Playable ads are a game-changer, offering an interactive, memorable experience that not only captures attention but also drives real ROI for advertisers.