'The Worst Player in the World' Finds Plenty of Dumb Ways to Die in New PUBG Campaign

AKQA creates a lovable, earnest character who can't get it right

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

From the outside looking in, the gaming community can appear as a collection of intense, very skilled console (or PC) warriors—and for some, that can be intimidating. In reality, the world of gaming is powered by fans that occupy the entire spectrum of ability, ranging from experts to absolute novices. They are all integral to the success of any property, and as with any industry, the variety keeps things engaging. But when it comes to celebrating the Gamer, rarely do we honor those less capable.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in