All Marketing knowledge

e.l.f. Cosmetics returns to the metaverse with 'Express Your e.l.f.', a virtual styling experience on avatar platform ZEPETO.

Grand Theft Auto VI is the most anticipated entertainment launch in years, and Rockstar built that frenzy with almost no marketing, a masterclass in scarcity and restraint.

More than 210 brands are now active on Roblox, and the platform is expanding its ad formats. Here's why gaming has become a serious marketing channel — and how to enter it without being cringe.

The German Olympic Sports Confederation (DOSB) is creating new structures for esports and gaming ahead of the first Olympic Esports Games in 2027, in a bid to reach a generation that lives online.

Panda Express is making gaming a permanent, 'always-on' marketing channel with Super League after a campaign lifted recall by nine percentage points, expanding across Fortnite and Roblox.

Discord has launched a self-serve Ads Manager and a rewarded 'Video Quests' format, opening its platform to advertisers of all sizes.

Two-thirds of Americans game every week, yet gaming captures a tiny slice of ad budgets — an 'unstable equilibrium' that echoes connected TV's early years, industry leaders warned at IAB PlayFronts.

Marvel's Wolverine landed exclusively on PS5 — and PlayStation met the moment with a London installation. Inside the playbook of turning a game launch into a cultural event.

Carrefour and Publicis Conseil have launched a custom Fortnite experience with four mini-games to introduce Gen Z players to jobs behind the food transition, part of the retailer's 'Act for Food' platform.

Electronic Arts is bundling advertising across its game franchises to make a bigger, simpler pitch to brands chasing gaming's hard-to-reach audiences.

Ikea has moved into the Skyrim gaming universe with an official branded mod, adding a sentient KALLAX storage companion and playful furniture to one of gaming's biggest worlds.

Serviceplan Culture has partnered with esports outfit OG Collective to deepen its gaming marketing — a reminder that you can't fake a subculture, so borrow authenticity from those who belong.

BETC's 95-second launch film for Amplitude Studios' HUMANKIND II shows newborns across nine historical eras — and was made entirely without generative AI, a statement in its own right.

Chinese carmaker Omoda has become the first automotive partner of Valorant Esports EMEA, using the VCT Barcelona finals to debut its Omoda 4 before the car even goes on sale.

Germany's skilled-trades image campaign has built a custom Fortnite map to recruit Gen Z — becoming part of the game rather than an ad around it.

Mercedes-Benz headlines GameStar's 'FYNG City' at Gamescom 2026 — the only major carmaker on the floor — with the largest trade-show presence in its German unit's history.

New Kolsquare data crowns Byilhann France's most-watched Twitch creator with 18 million viewing hours — and signals Twitch is now a general-entertainment channel, not just gaming.

Discord launches Play Quest+, a performance ad format rewarding in-game actions, with EA's Battlefield 6 as the first advertiser — a push toward outcome-based advertising.

McDonald's relaunches 'Side Missions' with Xbox, turning fictional in-game foods into real menu items across six gaming franchises, TV, social, OOH and the app.

The 2026 Esports World Cup, relocated from Riyadh to Paris, closed as the biggest edition ever — 850 million viewers and 22,600+ ad installations across the city.