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Games

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How Brands Use In (and out) of Game Ads to Succeed

Ever since video game graphics advanced to the point that brand logos were visible, brands have worked with developers as another platform for brand exposure. Even arcade games were classically branded through the years. In the modern age of games-as-a-service, in-game ads (IGA) have evolved into time-sensitive activations around product

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PUBG Mobile vs. Garena Free Fire - Battle over India's Mobile Battle Royale Market

The Ministry of Information and Technology in India has announced its ban on PUBG Mobile and 117 other mobile apps. PUBG Mobile’s ban is seen as a huge blow for the emerging Indian mobile esports and streaming scene, with the game reportedly having over 175 million total downloads from

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The Growth of Rocket League

Epic Games have announced that Rocket League will become a free-to-play game, available on the Epic Games Store. But what is Rocket League, and how popular is it really? Rocket League has been on a steady upward trajectory in both viewership and average monthly players since its release. While it

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Does Violence and Realism in Shooting Games affect Brand Involvement?

With the release of Riot Games’ new first-person-shooter, Valorant, we analysed brands’ relationships with shooting games. Particularly, the types of partnerships that games with varying levels of gore or realism attract. While some brands see the games as entertainment, others may worry about its connotations to real-life violence, and how

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Games with Long-term Growth and Success

The games industry is fast-paced with trending games changing each week. While many games have successful launches and peaks in popularity, your brand should look at lucrative long-term partners too. We’ve identified a few games that despite being around for a while, have seen a resurgence in popularity and

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Comparing Brand Affinities of related entities

Brand affinity can vary between different partnership avenues. Here is a comparison League of Legends’ core audience, the audience of a streamer who regularly plays the game, ‘xChocobars’, and an esports team who competes in the game, ‘Splyce’ (now known as Mad Lions). Despite all these entities having League of