video games

Last year, the in-game ad tech company Anzu helped American Eagle launch a virtual store in Roblox. The Israeli-startup also announced a partnership with NBCUniversal. The message seemed clear – Anzu and in-game advertising gaming was ready to go big. But not every brand is ready to, or needs to, build out their own custom […]

You may know PokemonGo. But if Niantic has its way, Pokemon chasing will become a gateway to Campfire, a platform build around augmented reality and an eventually flood of new games. Among the new titles accessible via Campfire is NBA All World, which launched earlier this year. Players can embark on various challenges that blend […]

As gaming becomes more of a prominent ad vehicle, the list of examples of brands going big continues to grow. A retailer may build a virtual store in Roblox. Another might launch its own playspace in Fortnite, or even create a sports game timed for March Madness or the Super Bowl. These kinds of campaigns […]

Mobile games are often ripe for programmatic advertising. But the mobile ad space has been rocked over the past few years, as Apple and others have cracked down brands on tracking consumers across different apps. Zynga has found gamer behavior to be a viable alternative solution. “I think mobile has the most traditional ad opportunities […]

What happens to your media expectations when you are used to being in control, and fully immersed? How does this change they way you expect to engage with advertising? These are some of the big questions marketers should be pondering, according to Sarah Stringer, EVP, Head of U.S. Media Partnerships, dentsu. While the metaverse may not […]

CANNES, France — Once upon a time, it was just a games device. Now, Microsoft’s Xbox consoles are used to consume TV, video, music and other content. “Gaming is the core,” says Microsoft’s advertising GM, Scott Ferris. “Over half of people who buy Xbox for gaming end up using it as their all-up entertainment source.” […]