Over the last two years Lego has been the kite-mark of quality, acting as a perfect tasty condiment for many recent franchises. So teaming up with MGM for the Hobbit trilogy was always a lip-smacking proposition for Lego to extend its plastic hobbit feet. The Hobbit Lego game is out now and we partnered with Spil Games to offer ad space on A Game: the one-stop-shop for casually connected gamers.
The soccerball cup of the world starts this year and Adidas knows a thing or two about online ad branding. As part of a global campaign to celebrate the beautiful game Brazilian style, Adidas and Messi teamed up to design a rainbow boot that wouldn’t look at out of place shaking its football booty at a Rio carnival parade. The adizero F50 X-TRX SG Messi Boots are kicking their way over at the good people at Spil Games‘ AGame site: the go-to place for casual connect gamers. Just go to the internet and turn left.
Elder Scrolls is a big deal in Role Playing Games (RPGs). Games developer and publisher Bethesda Softworks has given fans two decades of magic, blood lust and questing most epic. Now the company is releasing the franchise on the webternet for the first time with Elder Scrolls Online: a tongue-twisting Massively Multiplayer Online Role Playing Game (MMORPG).
We helped with the launch campaign, brewing up a dynamic wraparound ad on True Achievements: the go to place for Xbox tracking communities. At nearly ten minutes, the original trailer is so long, we had to fade out after 30 seconds or use up all our Vimeo storage in one hit. Now that’s what I call epic.
How pro can you go?
If you’d told me 20 years ago it was possible to have a career as a professional gamer, I’d laugh, then cry, then go full circle all the way back to laugh. “Gamers are an amateur collective of geeks. I should know – I am one,” I’d wax lyrical before adding facetiously to future you: “And no one’s invented broadband or mass adoption of the internet yet.”
Now pick up my hypothetical past self and throw me through a paradox rip in the space time continuum in 2014 where professional gaming is big bucks. Earlier this week, The Guardian reported that the Call of Duty World Championships, held in LA this year, had a jackpot of $1million split between the top 32 competing progamers.
Early this month, Valve, the most beloved games company on the planet, released a documentary called Free to Play on its Steam distribution network. Filmed in 2011, the film follows eSports progamers competing in a Multiplayer Online Battle Arena (MOBA) called Dota 2 – for a pot of $1.6million. That cash went up to $2million in 2012.
But there is a global disparity in the cultural approval of progamers. And, thanks to its fetished love of all things tech, east trumps west when it comes to building professional infrastructures for gamers. In South Korea and China, progamer competitions are event broadcasts, watched by hundreds of millions. Teams have coaches, management and players come bedecked in global sponsorship branding. They live together so they can train as a team together, like virtual Olympic athletes – strategising over gameplay tactics 24/7. They play for six figure salaries and are worshiped like next-gen digital gods.
Despite playing catch up in the west, the game is achanging. While many European countries already have eSport governing bodies, it’s the Yanks who’ve gone one step further. Last year, not only did the US allow South Korean progamers to travel on a special visa usually reserved for athletes, but it was because of branding deals brokered by the bean counters at Coke and Red Bull. I’m loving it gives you wings?
Whatever country they’re from, whatever cash prizes they play for, there’s one common currency that unites all progamers: they were all born in the year PI (Post Internet). That means they were born with silver web connection in their mouths and are young enough to still have ninja-fast reflexes – a must for the cutthroat speed of competitive gaming where 25 is ancient and slow. So they know how to build themselves as brands through digital engagement, streaming pro competitions on gaming channel Twitch, tweeting or building an audience by offering tips on You Tube. And when you have a digital footprint, big brand advertisers follow. How pro can you go? You can’t go more pro.
Domestos and gaming: never the twain shall meet? Games advertising offers brand coverage for companies looking beyond their traditional industries or ad channels. All it takes is a bit of creative campaign savvy and the right publisher to reach the right audience. That’s why we hooked up Domestos’ Turbo Fresh Dirt Blaster with the best platform for casual gamers at Games Games, run by our partners at Spil Games.