Loaded agency launches consultancy and creative studio

Esports / Friday, July 29, 2022
Loaded has launched “Open World,” a full service consultancy and creative studio. The independent talent agency’s studio focus includes developing brand campaigns and strategies as well as content aimed at young people. Open World’s boss is Paul Conroy, Loaded’s president of ventures since 2021. Open World...

WWE tags-in Fortnite, Rocket League and Fall Guys for SummerSlam

Esports / Tuesday, July 26, 2022
The WWE and Epic announced a first-of-its-kind promotion for the 35th SummerSlam today that rolls out over three of the North Carolina publisher’s games at the same time. These activations are coming to Fortnite , Rocket League and Fall Guys. This is...

Analyzing Sony’s acquisition of tournament tech platform Repeat.gg

Esports / Friday, July 22, 2022
Sony’s acquisition of Repeat.gg looks like an excellent complement to one of its biggest esports transactions to date — its March 2021 deal for Evolution Championship Series (EVO) , which brought the biggest fighting game esports series under the PlayStation company’s corporate umbrella. But...

PUBG Esports Americas names Subnation Media as agency of record

Esports / Tuesday, July 12, 2022
Krafton Inc., the South Korean-based video game publisher of popular battle royale title PlayersUnknown’s Battlegrounds (PUBG) , has partnered with Subnation to act as the agency of record for its PUBG Esports Americas division in 2022. Subnation will develop brand strategy, social media and content creation...

NBA 2K23's Michael Jordan Edition goes beyond savvy marketing

Esports / Wednesday, July 6, 2022
2K Sports showed off a special cover for NBA 2K23 on Tuesday, and it’s the GOAT: Michael Jordan will be on the Championship Edition and a version all his own. It’s the fourth time he’s been on the cover. Even though he retired from the...

NASCAR sees gaming as more than fan engagement

Esports / Wednesday, June 29, 2022
NASCAR is no neophyte to video games . The motorsports league’s first game came out in 1994, and a variety of developers and publishers have worked with the license in the ensuing decades. It’s with Motorsports Games now, which is the gaming arm of...

How car manufacturers are forming brand personality in esports

Esports / Friday, June 24, 2022
Building brand awareness through marketing plays a crucial aspect of a car manufacturer's capability to sell its products in a heavily competitive market with hundreds of brands. Sports marketing has been part-and-parcel of the process to create brand awareness for most car makers for decades, resulting in...

Analyzing League of Legends Korea sponsorship changes

Esports / Friday, June 17, 2022
Riot Games’ League of Legends Champions Korea (LCK) Summer Season 2022 kicked off Wednesday, showing off the league’s latest sponsor, OP.GG. The competition marks the league’s second split of the second year under a franchising system (it had European-style regulation in the past) ...
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