Battle of the Brands
The 'Battle of the Brands' worked like an auction. Brands could bid how much they'd donate to SpecialEffect, a charity for gamers with disabilities. After two weeks, the highest bidder would get to be represented in the game via a new skin. The campaign came to a close with last minute $1M donation from world's biggest streamer Ninja, who teamed up with other players from the gaming world: MrBeast (streamer), G2 (esports team) and AimLab (gaming software).
A curated database of branded gaming examples.
Three hours a night grinding WoW with your guild. Fortnite with your mates after work. Candy Crush on the commute. Whether or not you’d call yourself a gamer, you are still playing. Gaming has become an unprecedented cultural force. Massive attention, deep engagement and yet, little money invested. Need more convincing?
Source: GroupM, GEEIQ, Newzoo, 2024
Source: Dentsu & GWI, State of Gaming 2024
I’ve spent the past few years on both sides of the fence: with gaming brands, and with non-gaming brands trying to work out what to do about gaming. Along the way I kept examples. What started as a Google Doc is now an index of close to 200 of them. This is it.
I hope you’ll find it useful, reach out if you want to chat.
JonathanFounder & Principal, Office of Applied Imagination
