“It’s fundamental to understand that you can’t be someone from the outside wanting to give an opinion
The world advertising market surrenders to the impact of games. The mission went so far that the Cannes Lions International Festival of Creativity, held in France between June 19th and 23rd, launched this year the Entertainment Lions for Gaming category.
The volume of Lions linked to games has increased 74% in the last five years. The games market is bigger than Hollywood and the music industry combined, justifies Simon Cook, CEO of the festival. Brazil had seven Lions in the area. Owner of three trophies, VMLY&R won Gold and Silver with Los Santos +3C, for Greenpeace; and another Silver with The gaming cap, for Dell.
Los Santos entered the GTA metaverse with socio-environmental missions to raise awareness of the climate crisis, while The gaming cap featured a cap that transforms sound waves into pulses and vibrations, ensuring that the hearing-impaired recognize game noises.
Sounds are an important immersion and support tool, allowing the player to understand what is happening in the game, explains Joo Duarte, marketing director for consumer and gaming at Dell Technologies in Brazil. The action is endorsed by Alienware, Dell Technologies’ brand of high-performance gaming equipment.
The exponential growth of the gamer community and the growing interest of the communication market form an unbeatable compound. But to make it work, it’s essential to understand that you can’t be someone from the outside wanting to give an opinion on what happens inside, warns Sleyman Khodor, CCO of VMLY&R and jury of Entertainment Lions for Sport.
Entering by fad announces defeats. This audience knows how to easily recognize when something doesn’t belong in that world, observes Khodor. Passionate about technology and innovation, the gamer is willing to establish genuine connections. Being part of the gamer universe brings countless benefits to our business, attests to Duarte, from Dell.
Read the full story in the July 17 print edition.
