Interviews, insight & analysis on digital media & marketing

Publishing

News, views and opinions from publishers and media owners.

Publishing

In-game marketing works, but remains a challenge for brands

In many ways, gaming today is a modern marketing conundrum. It’s a shared online experience with millions of mostly young men playing against each other, or watching others play, whether via their Xbox or Playstation devices or streaming services like Twitch or Roblox, yet largely walled off from marketing messages, or the ability to act on them without leaving the game environment.

Publishing

Sophie Strong: Gaming is more mainstream than you think

Gaming has become more mainstream than ever before. There are a host of statistics about the scale of the audience base, but also the wide-ranging traits and demographics this gaming community holds. There has never been a greater moment for brands to start thinking about how to authentically inject themselves into this highly engaged, wide reaching community of gamers.

Partner Content

NDA Meets: Ryan Afshar of LiveRamp and Terry Hornsby of Reach plc

For the latest in our NDA Meets podcast series, we chat with Ryan Afshar, Head of Addressability, UK, at LiveRamp and Terry Hornsby, Group Digital Director, at Reach plc. 

The discussion covers the evolution of ‘people-based’ marketing, the rise of authenticated first-party data and the numerous challenges facing publishers in 2022.

Publishing

Have telcos reached a streaming equilibrium? 

As the big technology giants invest heavily into new content and services to expand their digital audiences, what role can the telcos and traditional pay-TV operators play moving forward? Eamonn Armstrong of MediaKind explores the issues…

Publishing

What’s next for the creator economy 

News UK’s social creative agency, The Fifth, hosted a lively industry discussion in Antibes during The Cannes International Festival of Creativity in June, exploring the growth of the Creator Economy, and the challenges and opportunities that lie ahead.