Last week, the University of Tennessee announced something that would have seemed absurd a decade ago: a formal history course built entirely around Grand Theft Auto. This isn’t educational gimmickry. It’s evidence of a fundamental shift in how we understand communication effectiveness. For marketing professionals raised on reach curves and frequency caps, gaming presents a […]

While legislators debate online safety frameworks, the gaming industry isn’t waiting around. Major platforms are rapidly deploying sophisticated safety tools that go far beyond compliance requirements, signalling a strategic shift from reactive regulation to proactive leadership. PlayStation’s launch of its Family app this week exemplifies this new approach. Rather than simply meeting legal minimums, Sony […]

German building society targets Gen Z with #MakeItReal gaming contest launched at Gamescom. Schwäbisch Hall launched an unconventional marketing play this summer: pay gamers to build their dream houses. The #MakeItReal challenge, crafted by Ogilvy with gaming consultancy support from The Invaders, transforms virtual construction into real financial engagement. The Setup Launching strategically around Gamescom […]