How Technology Is Reshaping the Concept of Play

At CES, Hasbro looks to esports for teaching moments

Video: Nick Gardner, Breana Mallamaci; Editor: Josh Rios
Headshot of James Cooper

A huge, but slightly unsung, portion of the CES convention floor is devoted to games, sports and how we play.

In part two of our tour guide series with OMD USA, which is providing curated tours for clients, we caught up with Ginny McCormick, vp, integrated media and omnichannel promotions at Hasbro, and Ankita Nigam, associate director of strategy at OMD.

Watch above as McCormick and Nigam seek out innovations that will help drive connectivity and engagement with Hasbro’s iconic toy and game brands, especially pertaining to how esports will transform the ergonomics of play for all ages.

@jcoopernyc James Cooper is editorial director of Adweek.