Time to play: how gaming is becoming too big and creative for brands to ignore

Thanks to advances in tech and the ubiquity of mobile phones, gaming is evolving fast, and its popularity has only grown in the midst of lockdowns. Now, ad agencies are fully waking up to its true possibilities, according to this article published by Campaign Asia-Pacific.

“Games will eventually be indistinguishable from reality,” Tesla and Space X chief Elon Musk famously speculated on the Joe Rogan Experience podcast in 2018, before concluding: “It’s most likely we’re in a simulation…”

For the advertising industry, gaming has become a major route to reach key audiences, and recent moves show the agency sector has woken up to the opportunity.

Publicis Groupe kicked off 2021 by launching Publicis Play, a specialist gaming proposition offering advertisers specialist marketing expertise around video games. That followed Dentsu’s launch of its DGame division in November and Havas Media’s decision to bring Target Entertainment, a specialist shop that includes gaming clients, into its Entertainment arm at the start of this year. Last month, meanwhile, Gravity Road launched a gaming and esports practice in the US.

Gaming has been a beneficiary of the Covid-19 pandemic as millions of people spent 2020 glued to screens at home. The UK video-game industry was worth £4.2bn last year, a 15% year-on-year increase, according to the Entertainment Retailers Association.

While potentially there are both wins and losses for brands entering this space, one key tenet stands out: advertisers must have a clear idea about where they stand on gaming in 2021.

You can read the reasons why in this Campaign Asia-Pacific article, here.

Campaign Asia-Pacific is providing insights and intelligence into the ideas, work and personalities shaping the region’s marketing-communications industry, Campaign Asia-Pacific dives deeper into important subjects and presents the most compelling information that matters to businesses in the fastest-growing and most exciting communications market in the world. 

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