McCann London’s Post

Ready Player One. Our State of AAA Game Advertising report had landed! What were the largest PC/Console game launches for each quarter in ‘23? What were the top trends in game marketing? We drilled down into timing, channels, positioning, and spend with games from: 🎮 Activision Blizzard 🎮 Warner Bros. Games 🎮 Bethesda Game Studios 🎮 Epic Games 🎮 Electronic Arts (EA) 🕹️ and more… Take a ride through strategy and ad messaging from #HogwartsLegacy, to the brand partnerships with Xbox Game Studios Publishing and Target for the highly anticipated #Starfield, to the darkness of #DiabloIV and it’s $666M in sales for the first 5 days - one "hell" of a number if you ask us. And we’ve only scratched the surface. You want to play? Download the report here: https://bit.ly/3XmplbW #MobileGames #MobileApps #CompetitiveIntelligence

Industry is a cluster to be sure

Call of Duty 🕹️ One of the biggest games ever to hit the consoles. Most, if not all of my network would've heard the name at least once. 📀 Sold over 250 million copies globally 🤑 Modern Warfare 3 made $775 million in its first five days. That’s far more than ‘Avatar’, the current highest grossing movie, did. ⏰ When you put together all the time spent by every player playing Call of Duty back to back, you get over 2.85 million years of playtime. Some really successful and interesting stats around the franchise, I for one, definitely participated in the playing time, WarZone during lockdown 👀. Alot of people would've heard of the takeover of Activision Blizzard by Microsoft costing £56bn, a huge takeover. It may come as a shock to the industry that Microsoft are laying off 8% (1900) of their Activision workforce. It begs the question, what's going wrong since the multi-billion takeover... Lack of demand of new COD editions? Not attracting new consumers to their market? Too much of the same thing? The gaming space can be so volatile at times, but already we're seeing an uplift in the market more within smaller game studios. Wonder how long it'll be until Microsoft start growing out their team again? Conor Cobb Sam House Charlie Todd Charlie Hendry Euan Roche #microsoft #activisionblizzard #gamingindustry

❣ Arrowhead Game Studios Great work stabilizing servers so quickly, hopefully Sony Interactive Entertainment continues to give you everything you need to continue rapid growth! ⚠ I'm sure you're aware, new content needs to be a top priority. The monetization avenues are mind-blowing but don't let decision paralyzes cause any delay in pushing retention through new content releases. Whatever you had in the hopper, whatever is closest to prod needs to be given priority so you're community sees activity. 🛣 Also, you may wish to consider live, thematic updates for coming releases similar to the tone of voice of your 'broadcasts' as well as publishing near term roadmap items! Arrowhead Game Studios #helldivers2 #gamedev #gamedevelopment

So: - 343 Studios becomes Halo Studios - Becomes a UE5 shop, moving on from its own Slipcase tech - Lots of internal prototype projects, talk of a new dawn, a big reset - There were layoffs and times of reflection, but they’re hiring again - A cryptic bit at the end about changing path away from the kind of game that Infinite presented I get all bar the rebrand and the last one. Calling themselves “Halo Studios” to my ear kinda sounds like “We Will Never Make Anything Else Studios”, which is kind of a weird pigeonhole. Fans tend to like when studios are whimsical and clever and slightly distinct from the things they make. The comment about Infinite is also curious. Not that the next games should be open world in the same way, but Infinite kind of did the thing to really push Halo into new territory, and having played it twice, to me it’s the best of the series. I can’t help but feel they’re sort of saying “we’re going back”, but back to what? It’s just puzzling. My general take is it’s good to see some shooting-for-the-fences, but strategically this may also be a case of going back to the pump once too often. This strategy of centering rejuvenation through Halo has been used a lot by Xbox over the years, and risks sounding same-old-same-old. I suppose it comes down to whether the audience feels there’s more Haloing to do. I get the tech strategy, get the reflection period and the need to rejuvenate. I’m just unsure that this is the way I’d go. https://lnkd.in/gsiF4daR

I remember the first time I played #Fallout: New Vegas by Bethesda Game Studios... The immersive world, intricate storylines, and unforgettable characters had me hooked for hours. Fast forward to today, I was equally excited about the release of the adaptation of "Fallout" on Amazon Prime. I thought to myself: "Why are gaming studios like Bethesda expanding their best-seller game franchises into TV shows and movies?" 🤔 The answer lies in a strategic marketing shift that's reshaping the entertainment landscape... Bethesda's "Fallout" TV series is not just catering to existing fans but also attracting a broader audience. Think about "The Witcher" on Netflix or Sony's "Uncharted" movie. These adaptations are drawing in millions of new viewers. Cross-Media Synergy 🔄 By leveraging cinematic expertise, studios are enhancing brand visibility and creating multiple revenue streams. Riot Games' "Arcane" on Netflix is another perfect example. 👥 Exploring different media formats helps studios engage new demographics. Parents who might not play video games can still connect with their children over a shared love for a TV show. Creating interconnected stories across various platforms deepens audience engagement. As gaming studios continue to explore these new frontiers, the lines between gaming and traditional media are blurring. This convergence is not just a marketing strategy; it's a testament to the evolving nature of storytelling and audience engagement. What are your thoughts on this trend? Have you watched any of these adaptations, and which is your favorite? 💬 #MarketingStrategy #TransmediaStorytelling

Major signal spotting 🚨 Netflix ❤️ video games Per Variety, Netflix is creating 1️⃣ 4️⃣ new...𝘃𝗶𝗱𝗲𝗼 𝗴𝗮𝗺𝗲𝘀 based on their original shows. 🔗 https://lnkd.in/gsp-j-tA • Just a few days ago, "Virgin River: Netflix Story" debuted - an interactive story. Two thoughts + the 1 🚩: 1. This certainly marks a major shift (and one that shows how agile the steaming giant can be sometimes) towards a dual-entertainment streaming funnel - game <> shows 2. Gaming is so popular - for fun AND for daily life (so much of our lives is now gamified + stats show that Gen Z teens ONLY want to game - to play and socialize 🔗 via Deloitte), so smart move to shift 🚩: These look to be silo’d games that a consumer needs to download separately to play. Why? I know most brands want to keep the attention of consumers INSIDE the brand experience. Curious why they are pushing gaming in this way? What do you think?

Some of Disney’s biggest deals: 2024: buys stake in Epic Games for $1.5 billion 2018: buys Fox assets for $71 billion 2012: buys Lucasfilm for $4 billion 2009: buys Marvel for $4 billion 2006: buys Pixar for $7.4 billion

🎬 𝐋𝐢𝐠𝐡𝐭𝐬. 𝐂𝐚𝐦𝐞𝐫𝐚. 𝐀𝐜𝐭𝐢𝐨𝐧. 🍿 In our first insights article of 2024, we explore how movie studios are leveraging the #sports and #gaming ecosystems to engage with consumers. 🤝 The synergy between storytelling, new experiences and intelligent marketing not only enhances the promotion of films but also creates a dynamic and engaging relationship with consumers. 🎞️ We've selected some of the best examples that illustrate the relationship the box office now has with both sports and gaming. Among our selections include our partners at Warner Bros. Entertainment, Universal Pictures International Entertainment and Sony Pictures Entertainment. Read the full article below ⏬

Warner Bros. has once again shown its knack for teaming up with top talent by choosing Player First Games, the creators behind the hit title 'MultiVersus,' for their new game project. 🎮 What makes this collaboration so exciting? It's a testament to how innovative gameplay and community focus can catch the eye of industry leaders. Player First Games isn't just another studio; their commitment to engaging and dynamic multiplayer experiences sets them apart. Think about the impact of strategic partnerships in your industry. How does collaboration drive innovation and growth for you? Share your experiences or thoughts in the comments! 💬 #GamingIndustry #Partnerships