Gaming’s cultural clout is pushing ad agencies to explore virtual worlds in the hope of reaching audiences they’re struggling to meet elsewhere. But with players often hostile to any perceived attempts to market to them in-game, how can brands connect with them without ‘diluting’ their experience?
- Sectors
Dr. Mark R. Johnson is a lecturer in digital cultures at the University of Sydney. His research is focused on Twitch game streaming as well as esports and game monetisation. He has been published on the use of humour on Twitch, the existence of non-human game streamers, viewer perspectives on esports cheating, and the off-camera labour of Twitch streaming.
Andrew Douthwaite is the chief commercial officer at Dubit and works with brands to create experiences for the metaverse on platforms such as Roblox, Minecraft, and Core. Founded in 1999, Dubit creates digital gaming worlds and experiences for global businesses and innovative start-ups.
Alex King is a journalist and former staff writer at Huck, a youth culture magazine and website in London. Now based in Athens, he writes about creative subcultures, human rights and activism around the world.
