- Cannes Lions 2023 includes the “Entertainment Lions for Gaming” category with more than 600 entries, reflecting the growth and relevance of gaming in advertising and marketing.
- Brands like Coca-Cola, Nike, Red Bull and McDonald’s harness the power of gaming to reach engaged audiences with innovative approaches.
- Agencies such as BBDO, DDB, Ogilvy and McCann have created specialized teams to develop advertising strategies in the gaming segment.
Cannes Lions, the prestigious International Festival of Creativity, took an interesting step forward by including the category “Entertainment Lions for Gaming” in the 2023 edition that will take place from June 19 to 23.
This new listing reflects the growing importance of the world of gaming and its impact on the advertising and marketing business.
With a large number of works registered in this category (more than 600, as confirmed by the organization this Friday, June 16), the recognition and relevance that gaming has acquired in the industry is evident.
Basically, the inclusion of the “Entertainment Lions for Gaming” category at Cannes Lions 2023 responds to the need to adapt to new trends and the exponential growth of the sector in all markets. The category demonstrates the influence and remarkable reach of video games in contemporary culture and its role as an advertising platform, the organization acknowledged when it announced the listing earlier this year.
Gaming present at Cannes Lions 2023: advertising and marketing
Gaming has ceased to be simply a form of entertainment to become a massive and highly profitable market.
Renowned brands have recognized the potential of gaming as an effective way to reach not only diverse but highly engaged audiences.
Companies like Coca-Cola, Nike, Red Bull and McDonald’s have entered the world of gaming, implementing innovative and creative advertising strategies to connect with players and leverage their influence.
These brands use different approaches to attract players.
- Coca Colafor example, has sponsored eSports tournaments and created exclusive promotional content within video games.
- NikeFor example, it has launched collaborations with renowned video game titles, creating virtual clothing and accessories that players can purchase to customize their characters.
- Red Bull It is not far behind: in recent years, it has organized gaming events and competitions, taking advantage of its experience in sponsoring extreme sports to connect with the gaming public.
- finally M.cDonald’s has used mobile games and special promotions in its restaurants to attract players and encourage interaction with the brand.
Advertising agencies and gaming
Advertising agencies have also recognized the potential of gaming as a growing segment.
Holdings of the stature of BBDO, DDB, Ogilvy and McCann have created specialized teams in the gaming segment to help brands develop effective strategies and innovative advertising campaigns in this area.
These agencies understand the importance of understanding the gaming community, their preferences, and their language, and use this information to create authentic and engaging advertising experiences.
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