![]() In doing so, they’ve created a highly valuable brand asset that they continue to invest in, with incredibly positive results. Riot Games rewrote the playbook for an existing piece of their IP. It’s a breakthrough into a whole new fast-growing global fandom - K-Pop. It’s not a 60-second TVC, or a 6-second bumper, or a billboard. K/DA feels light years away from what most people would consider advertising. Wendy´s is brilliant in every way, but all of these examples transcend cultural space and platforms, reaching a skeptical adblocking audience that doesn’t want to be reached. There has been a lot of great work in this category, from Assassin´s Creed 'Odyssey' My Life as an NPC, Wendy´s Keep Fortnite Fresh on Twitch, to Bjorn Borg´s Pride parade patch in GTA. Adam Kerj, chief creative officer for the Nordics, Accenture Interactive The truth is that there won’t be ads for gaming, just different ideas for different entertainment experiences. There are those that play alone to get lost, those that play with millions, those that play to make money and Roblox has shown us that creating the games is as popular as playing them now. Gaming isn’t Hollywood 2, it is its own thing, and will continue to change and morph. The argument being that no one would cut an ad for a movie that wasn’t made of the movie itself. These were excellent films that many in the industry refer to, but soon after these gaming advertising then started to follow the Hollywood model, mirroring the content you would play. ![]() Before gaming was a thing, early Playstation work told the world that gaming was an alternative choice, something dark, new and powerful. Both of these experiences reached more people and spoke more powerfully to the power of gaming than any advert ever could.
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