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Marketing on gaming consoles can be as hard as completing the “Mile High Club” campaign in Call of Duty: Modern Warfare. Brands can post billboards in racing games or create their own branded games, but those campaigns can be either too easy for gamers to ignore or too expensive for CFOs to approve.
American Express has concocted a more integrated strategy that borrows from the activity-based advertising approach popularized by Appssavvy—using existing digital partnerships to introduce AmEx’s couponless offers program to Microsoft’s Xbox gaming console.