Gaming and AR Companies Seek to Entice Brands Amid Budget Cutbacks
The trade body is aiming to formalize how media is sold in the space.
Inside Amex’s NBA 2K23 Activation, Which It Built to Drive Gen Z Love
American Express—which has made immersive experiences core to its identity alongside generous member benefits and small-business advocacy—went hard in the paint for its latest activation. The brand hosted the American [...]
EA Sports Brings Match Day Magic To Life in FIFA 23 Farewell
Final ad under FIFA name looks beyond stadiums to celebrate die-hard fans.
EA Sports Inks Sky Premier League Sponsorship as It Readies Post-FIFA Evolution
The deal will run until the end of the 2024/25 season. It comes as EA prepares to mark the end of an era and rename its flagship FIFA series.
FaZe Clan Goes Public in $725 Million SPAC Deal
The interactive lifestyle and media brand is banking on its connection with Gen Z.
Oakley Sets Sights on Growing Esports Market With Multi-Year Gaming Partnership
Envy Gaming deal follows the eyewear brand's partnership with Seth 'Scump' Abner.
Why Pick’em Is Key to Blizzard’s Overwatch League Strategy
The betting-adjacent tool is more often used in sports.
FaZe Clan Launches Live Reality Competition Show on Twitch With New Brand Partner
The esports titan enlists nutrition brand Ghost to grow beyond the usual online gaming tactics.
Why Creator Content Studios Are the Future of Esports
Gaming brands like Evil Geniuses are exploring a new way to partner with brands.
Listen to Adweek’s Most Powerful Women in Sports Podcast
Call of Duty general manager Johanna Faries on her tenure with the NFL and the exciting future of esports.
Scratch Up These Skateboards and Win Sick Prizes in the Newest Tony Hawk Game
The first major work from Activision's CMO Fernando Machado promotes the latest entry in the gaming series.
Miller Lite and Complexity Gaming Expand Partnership to Merchandise, Diverse Players Series
Beer brand is among major marketers taking an interest in esports.
Esports Brands Reevaluate Relationships With Russian Entities
Ukraine's deputy prime minister appealed directly to game developers on Twitter.
NBCUniversal Expands Into In-Game Advertising With Anzu Partnership
The company also made an investment in the ad tech startup.
How Sports Brands Are Building Virtual Connections for Real-World Growth
Experts noted it's a long-term process with little to show in the short term.