Agency

• Humanity, Breadth & Institutional Sponsorship: Mike Murphy O'Reilly on the Evolving Brand Opportunities in Esports

  5 days ago News

  

  For all its snowballing success, esports arguably has a perception problem. Say ‘esports’ to those both inside and beyond the worlds of games, brands, and marketing, and they will perhaps imagine something like a vast arena with sweeping spotlights passing over 20,000 cheering fans, as pro players in heavily branded athletics jerseys do battle in a game like League of Legends. Perhaps a commentator will be unleashing flurries of jargon as a team manager nervously paces back and forth near the [...]

• Basketball, Multiple Screens & Post Malone: Peripherals Outfit Debuts New Ad Campaign

  1 month ago News

  

  eSports-orientated gaming hardware outfit HyperX has launched a new ad campaign running across TV, digital, and social under the ‘We’re All Gamers’ banner. In doing so, the established specialist in high-end gaming keyboards, mice, headphones, and more, has demonstrated that for all the technological advances in securing inventory, reaching audiences, and delivering ads in-game, many of the old conventions of successful video commercials still apply. HyperX has partnered with numerous stars, is targeting high-profile televised slots like those amidst mainstream sports [...]

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• Korean Mobile Developers Aim For Global Ad Markets as Local Competition Intensifies

  11 months ago News

  

  Amid increasing competition in their local market, Korean mobile and games developers are looking towards global markets to better generate better ad revenue. To do this successfully, these developers must create products for a global audience and find marketing and ad agencies that can serve as a distribution gateway, says Sagi Niri, COO of Matomy, which recently opened an office in Seoul, South Korea. In this Q&A with ExchangeWire, Niri further explains why Korean developers are struggling to expand globally and [...]