The following proposes a partnership between Horizon Worlds, a social virtual reality app from Facebook (Meta), and several major esports organizations. The objective is to demonstrate how non-gaming virtual worlds can build trust with and attract gamers through esports marketing.   Here are some key takeaways:  Today’s Metaverse is divided   Competitive video games (esports) […]

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Prior to 2020, most people had never even heard the word “Metaverse.” A little more than two years later, media conglomerates are regularly discussing the topic. In tandem, major companies and investors are pouring billions of dollars into “building” the Metaverse and related technologies.  To help cut through the noise, this article provides answers to […]

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This article outlines key principles of effective co-branding in esports and gaming. A partnership between Mars Wrigley’s Skittles and Gamma Labs’ G FUEL energy drink is proposed to demonstrate how non-endemic companies can build business, boost awareness, and break into the worldwide gaming market. Here is what you should know:  Consumer brands popular among gamers […]

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Episode number ten of the eSports iQ podcast series discusses why emotional connection is the missing piece for crypto companies’ esports marketing. Including how to become emotionally relevant through: Promoting shared meaning Tapping into the pleasure principle Empowering creative experiences Previous podcast episodes (in video format) are hosted on our YouTube channel. The podcast is […]

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Episode number nine of the eSports iQ podcast series explores the complexity of building strong brands in competitive video games and how to overcome it. Including: Why dilution in esports hurts branding How mascots and personification helps brand building The benefits of differentiation Previous podcast episodes (in video format) are hosted on our YouTube channel. […]

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This article outlines the neuroscience behind effective activations that inspire customer action(s) and/or loyalty in the gaming community. Here is what you should know:  The estimated 474 million esports fans are a subset of 2.9 billion people who spent an estimated $175.8 billion on games in 2021.  Effective activations ‘hack’ cognitive processes in the brain to influence positive customer actions.  AT&T and Wasserman executed a branded experience on Twitch that demonstrates the key pillars and rules […]

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    Following a tough 18 months due to COVID we are delighted to announced that the business ends the year as an award winner. MEA Markets, a business magazine centred on the Middle East and Africa, recently confirmed the winners in their MEA Business Awards 2021. Cheesecake Digital was named [...]

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Esports offer a diverse range of brand marketing touchpoints for connecting with younger generations. Buffalo Wild Wings (BWW) – a casual dining restaurant and sports bar franchise based in the United States – has successfully captured this opportunity across an esports marketing portfolio that includes:  Partnership with Riot Games’ League of Legends Championship Series (LCS) esports circuit for the “LCS 10 Wing Bundle” promotion (February 2021).  Sponsorship of Team Dignitas, a North American-based competitive gaming organization (2017)  Partnership with Turner’s […]

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Episode number eight of the eSports iQ podcast series takes a no-holds barred look at three issues that hinder widespread audience growth for competitive video games. Specifically, why Riot Games CEO Nicolo Laurent’s statement that, “…by the end of the century most top sports are going to be esports,” will not age well unless the […]

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“I got a really big team. They need some really big rings. They need some really nice things.” Drake Chinese team Edward Gaming (EDG) are League of Legends (LoL) world champions – claiming the Summoner’s Cup by beating rivals DWG KIA for the organization’s first championship at Riot Games’ Worlds 2021. The final five game series took place in Reykjavik, Iceland and attracted over 4 million viewers outside […]

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“Those who tell the stories rule society.” Plato Coca-Cola is making noise with its first global campaign since 2016. During its rollout, Selman Careaga, president of the global Coca-Cola category, called the Real Magic campaign, “a new philosophy that will guide everything we do with our brand,” adding that Coca-Cola, “will invite everyone to embrace the magic of humanity.”  Coca-Cola celebrated the ‘Real Magic’ […]

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This is the final entry in a three part series. Click here to download the entire guide (PDF). Your brand can achieve icon status in esports and gaming through cultural branding. Where gamers value your product for what it means to their identity first, followed by its functional benefits. Cultural branding differs from the three main models prevalent in conventional marketing today – emotional, mindshare and viral (see […]

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