QuakeCon Sponsors Help Rock The Summer

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Bethesda’s yearly QuakeCon event isn’t just a huge draw for fans wanting to learn more about games such as Quake Champions, Doom, Dishonored 2 and Prey—it’s also an ideal spot for both premier partners and charities to get together and spread awareness to the thousands of attendees.

The publisher released a full list of exhibitors that will be at the show from Thursday, August 4 through Saturday, August 6. As expected, a number of them are PC hardware manufacturers that thrive on showcasing Bethesda’s action games. These include Alienware, AMD, Corsair, CybertronPC, Intel, NVIDIA and Razer.

Although specific products haven’t been revealed yet, all of these PC companies are expected to showcase their latest laptop/PC models for demonstration, as well as offer special deals for attendees looking to get upgrades to assure that games like Dishonored 2 and Quake run at maximum performance. NVIDIA will no doubt have its highly acclaimed GTX 1080 video cards; Razer should provide hands-on with its new Razer Blade Stealth laptop and possibly its Forge TV device; and Alienware is likely to have its VR-ready Alienware Aurora model for demonstration.

Virtual reality is expected to have a place at QuakeCon as well. Bethesda will more than likely present Doom and Fallout 4 VR during the event, as it did at the Electronic Entertainment Expo a month ago— and HTC Vive will also have a space on the exhibit floor, demonstrating a number of its released and upcoming games to the awaiting public.

Other companies in attendance include DX Racer, a company that specializes in custom-made gaming chairs; BAWLS energy drink, which will be there to keep players going in the BYOC (Bring Your Own Computer) room; and other development studios showing off their latest games, including Devolver Digital, New Blood Interactive and SolarFlare Games. Again, no specific titles have been announced, but Devolver is likely to bring a number of its forthcoming titles, like Shadow Warrior 2.

Furthermore, several charities will also be on hand at QuakeCon to host events and give away prizes.

For instance, the American Red Cross will be there once again to collect blood donations. The tradition began in 2014 with the “Good Within Blood Drive,” which was a way to both promote The Evil Within game while doing good. This year, those who take part will earn a special limited edition Bethesda Softworks t-shirt while supplies last.

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Bethesda is also getting directly involved with giving by partnering with Amazon.com for a non-profit charity called GameChanger. With it, the company will build up donations by offering discounts on popular titles in its library from August 2nd through the 8th.

QuakeCon will feature a full schedule of panels running from Thursday through Saturday, looking at upcoming games and delving deeper into the development of hits like Doom. A number of these panels, along with the Quake tournament finals, will be livestreamed on Twitch.

Bethesda is expected to have a full showcase of forthcoming titles for the event, including the upcoming sequel, Dishonored 2; the newly revealed sci-fi adventure, Prey; and (the star of the show) Quake Champions.

Champions originally made its debut at E3 last month with a teaser trailer, and the event will be a key opportunity for Bethesda to showcase not only its nostalgic gameplay, but also its eSports appeal, through a number of multiplayer demonstrations and a tournament that will conclude the event on Saturday evening. The high-end and fast-paced nature of the game is sure to make for an impressive showcase for the hardware that will be there, particularly NVIDIA’s video cards.

“A competitive arena-style first-person shooter for the PC designed for players of all skill levels,” said studio director of id Software, Tim Willits, about the title during the company’s E3 presentation. “Whether you are new to Quake or have been fragging for the last 20 years, Quake Champions will give you the challenge and rush you’d expect from iD Software multiplayer games.”

“The game features a diverse cast of warriors each with different attributes and unique abilities, allowing you to fight the way you want,” said Willits. “id has a long tradition of supporting competitive tournaments. The game is designed for world-class eSports play at every level.”

In a nutshell, QuakeCon provides ample opportunities for companies and charities alike to reach out to the hardcore Bethesda community, while at the same time providing an array of activities, giveaways and events for fans to enjoy. Next week will certainly be a good time for all in Dallas.

Pro ‘League Of Legends’ Team Finds Support With Underwear Sponsorship

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American League of Legends team the Immortals has signed its first non-endemic sponsorship deal with MeUndies, a California startup that makes underwear, socks and t-shirts. It’s the latest in a series of marketing partnerships between non-gaming brands and the burgeoning eSports industry.

“We’re big fans of eSports, and have been following its growth in viewership for the past couple years,” Greg Fass, head of partnerships and influencer marketing at MeUndies, said. “We knew that being comfortable was of utmost importance while gaming, and saw a natural alignment with our extremely comfortable underwear and loungewear. Once we found out how much the top players loved the product, it was a no-brainer to get involved on a deeper level. Not to mention, most brands in eSports are currently technology and gaming related—no mainstream clothing brands are in this space yet.

Noah Whinston, CEO of the Immortals, said MeUndies was already a brand his players knew and liked, so deciding to extend into a deeper partnership was an easy choice.

“We prioritize partnerships where we’re aligned with the brand values of our sponsors,” Whinston said. “ESports fans can spot inauthentic advertising a mile away, and the best way to sound excited about a partnership is to be authentically excited about it.”

Taking into account both fans of the individual players and overall brand, the Immortals has more than 2 million social followers, more than 10 million monthly impressions and millions of monthly unique viewers on livestreams. Whinston said a huge piece of the value his team provides partners is utilizing their social channels to reach their fan base, as well as assisting in message optimization.

Fass looks at this sponsorship as more of a partnership. He said MeUndies and the Immortals will work together to come up with content that supports everybody, including videos, purchase links, supporting logos and other collaborative ideas.

“We will be looking to also promote the team’s journey up to and through the League of Legends World Championship in LA this October,’ Fass said. “Above all, we will make sure they are always comfortable and unrestricted with plenty of MeUndies product.”

This partnership kicked off with a humorous ‘80s-style video in which the players talk about their love of the product.

“It’s important to strike a balance between being fun and taking ourselves seriously,” Whinston said. “We do want to be able to display the humor of an underwear sponsorship, but we also want to display the professionalism and talent throughout our roster.”

Fass said there are many collaborative and creative ways to get the product in front of eSports audiences despite the discreet branding and product category.

“Creating original content like the video we released and social media initiatives are just two of the ways to show your brand’s product and personality without being gaming specific,” Fass said. “No longer are sponsorships limited to technology products like headphones or monitors.”

Whinston believes there’s tremendous opportunity for non-endemic brands in eSports, but it’s essential that companies enter the scene with an underlying respect for the fan base and a partner well-equipped to help guide them through the ecosystem.

“To be honest, we weren’t looking for an official team sponsorship at first,” Fass said. “One of the players on the Immortals, Huni, tweeted out that he didn’t like to wear underwear. Being big fans and followers of Huni, we saw an opportunity to change his mind with MeUndies. One thing led to the next, and the entire Immortals crew ended up loving the brand and our product. Recognizing the mutual admiration, a team sponsorship was the obvious next step.”

MeUndies previously explored Snapchat as a way to target millennials through a “Lounge Off” ad, which had a 16 percent conversion rate. Fass said entertaining content is paramount.

“With social media we’ve found it’s been most effective when we find ways to sell without selling,” Fass said. “Our goal is to create compelling content that’s not necessarily tied to a product but that’s fun and reflects the brand voice. People appreciate authentic and relatable companies.”

With over 1 billion gamers around the world aware of eSports, according to Newzoo, MeUndies is the first, but certainly won’t be the last, clothing company to tap into this growing market.

Wirewax Discusses 360 Immersive Experience For EPIX’s ‘Berlin Station’

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EPIX has released their first interactive 360-degree experience for the network’s espionage drama Berlin Station, which is set to launch this fall.

In a Facebook Live session on [a]listdaily, both EPIX and Wirewax discussed the activation, made together with Ayzenberg and Scopic, at length about what makes the experience so unique.

“EPIX has a massive promotional plan surrounding [Berlin Station]. It is a major priority for the company,” said Shane Lindley, senior director of digital programming and product at EPIX. “It’s the first time we’ve done anything like this—across multiple touch points, really, like any other new major original series that’s being launched—from on-air promotion, in-theater promotion, magazines, television and definitely online and across all of our digital platforms.”

The experience, accessible at BerlinStation.com, drops you into a virtual reality-like experience that doesn’t require headgear to use and navigate, and thus, making it accessible for anyone.

“The reason we went for the 360 mobile-response experience would be that we wanted to hit the biggest market possible that we can,” said Lindley.

Wirewax, a company which specializes in motion-tracking technology and “touch points,” discussed how the cutting-edge tech was integrated into the site.

“You can interact with the map. You go through a transition of shortcuts to absorb yourself in this new setting. Then suddenly you’re in a plaza and this plaza is a place you recognize and you start looking around and you start thinking ‘okay, I’m in this environment now,’” said Wirewax co-founder Dan Garraway.

“This is an entirely new concept—it’s never been done before,” said Steve Callahan, CEO and co-founder of Wirewax.

According to Garraway, the EPIX activation has quickly become “a core use case in storytelling,” already inspiring potential future collaborations in utilizing the innovative technology.

“I think its loyal—helping viewers engage with messages. That’s what it’s all about.”

Study: Reward-Based Ads Highly-Effective With Mobile Gamers

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Mobile gamers are happy to engage in reward-based ads, a new study shows. Rather than interrupt gameplay, these opt-in advertisements allow a player to voluntarily watch a video, for example, in exchange for in-game currency and additional moves. This marketing approach not only puts the player in control, but results in higher brand recall, according to research firm comScore.

The two-year study examined 14 campaigns from major global brands including Olive Garden, Dodge, LEGO, Sephora, Norwegian Cruse Line and more, as delivered by in-app advertising platform Tapjoy.

The study found that exposure to Tapjoy’s opt-in, rewarded ad experiences in mobile games positively impacted both upper- and lower-funnel advertising objectives, including driving a 17 point lift in aided awareness and 23 point lift in mobile ad recall over the control groups.

reward mobile game ads

This is good news for marketers who want to reach the $10 billion mobile game market, especially since phones are set to reach 60 percent of eCommerce visits by the end of 2017. Interactive ads, as opposed to pop-up or banner campaigns could very well be the key to unlocking consumer interest across the mobile gaming spectrum.

A previous study by Forrester Consulting to increase brand sentiment noted that the percentage of consumers who feel positive toward a brand almost doubles when the brand provides content for the app, sponsors the app or unlocks experiences within it. Sixty-nine percent of consumers in the Forrester Consulting study said it is critical that ads don’t disrupt their use of the app, and 67 percent indicated they wanted to be offered a reward, such as premium content or virtual currency in exchange for engaging with an ad.

“The mobile ad market is growing quickly, but many advertisers are still trying to find the right formula to meet their branding and overall advertising goals,” said Steven Millman, senior vice president of research at comScore. “This study with Tapjoy shows that mobile ads, when integrated into mobile games at contextually relevant moments with the right rewards, can deliver strong branding results that help advertisers meet or exceed their objectives. As more brands prove out the efficacy of their mobile ads campaigns, we should see this segment of the digital ad market realize its full potential.”

Bazooka Candy Partners With Ice Age For New Game

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Even with its somewhat cool name, 20th Century Fox’s Ice Age seems to be one of the hottest properties around. Not only has Zynga produced the new mobile match three puzzle game Arctic Blast for players to enjoy, but now Bazooka Candy Brands is on board with the franchise.

The company has announced a partnership with the movie studio and Blue Sky Studios that will feature promotion across mainstream media, including a new Collision Course-themed ad, retail merchandising for Bazooka products and an online campaign that features tie-ins with yet another Ice Age game, Candy Collision, which is now available on Bazooka’s Candymania site.

In the game, players will choose from one of several Ice Age characters—Manny, Sid, Buck or Shangri Llama—as they attempt to stop meteors from crashing into the ground, using a number of Bazooka’s products, like the Ring Pop, to push them back.

“20th Century Fox is excited to once again be partnering with Bazooka Candy Brands for our iconic Ice Age movies,” said Zachary Eller, senior vice president of marketing partnerships for the studio. “We think the promotional concept and the incredible retail activation makes this a very fun way to bring Ice Age to life with families this summer!”

In addition to the release of Candy Collision, Bazooka will feature Ice Age characters on a number of its products, as well as promotional standees. “We are thrilled about the launch of Ice Age: Collision Course and to partner with 20th Century Fox once again,” noted Nicole Rivera, marketing director for North America Confections. “They have always been a great partner to work with. The fun and family-friendly nature of the characters in the franchise is a natural fit for Bazooka Candy Brands.”

It’s an effective way to promote the film and put familiar characters into candy stores for families to enjoy. So far, it seems to be rather effective, as Collision Course has already earned $210 million in worldwide box office.

https://www.youtube.com/watch?v=yo9eSzqn2yI

How ‘Pokémon GO’ Captured The Mobile Gaming Market

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Pokémon GO, the augmented reality mobile game that took the world by storm, continues to be an incredible success. At one point, the game had more daily active users than Twitter, and the phenomenon shows no signs of slowing down.

The Power Of Pokémon

Nielsen recently used its mobile game tracker to uncover some key insights regarding Pokémon GO’s launch and how it rocketed to the top spot on the Top 10 Mobile Games to Download Next list. During its launch week, most US players (52 percent) who were aware of the game wanted to download it next. Leading up to launch, about 28 percent of active US mobile gamers were aware of Pokémon GO, which is above average for both new and established titles. Of those aware of the game, over 60 percent indicated that they wanted to download the game, and the game resonates strongly with kids between 7-12 and millennials aged 18-24.

Nicole Pike, director of games at Nielsen, discussed the spectacular launch of Pokémon GO with [a]listdaily. When asked if she was surprised about the meteoric success of the game, she replied, “I wouldn’t necessarily say surprised—more impressed. One of the things that really popped up to us in the data is that it’s not typical for mobile games to go to the top of the charts and be ahead of other games in terms of awareness and interest so early. What we see in the mobile category is that it takes a while for awareness of a new game to ramp up, unlike the console industry, where there are months and sometimes years of anticipation for a game. For mobile, a game is announced, then suddenly released, and awareness slowly builds as people start downloading and reviewing it.”

“Pokémon GO was an exception to that,” she continued. “We saw that even before it released—especially in the weeks prior to release—there was really high awareness for the game, not only in terms of a new game, but any game new or established. With that being the case, it only makes sense that when it launched, it would have that advantage that quickly propelled it to the top. Then that cycle continues to self-perpetuate. More people downloading early means more people are recommending early, and the whole cycle becomes faster than average for a mobile game.”

So what contributed the most to the initial awareness of the game? “I think, unlike a lot of mobile games, there was some anticipation from announcements around it coming,” said Pike. “So people knew that it was coming out, and there was that waiting period that really helped. Certainly, there’s the Pokémon franchise. People are already aware of Pokémon, and it resonates very well with millennials. Millennials, being such strong consumers of content and mobile games (at least for now) align nicely with that target.”

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Pokémon GO saw tremendous success in its first week, and we asked Pike if a game that rises that quickly can sustain its popularity. “So far, it looks likely,” she said. “Again, what we usually see with a mobile game’s trajectory is that it continues to go up for a while because we have a lot of people who are adopting early and telling other people about it. With buzz being a really big driver for the mobile game category, I think that for the foreseeable future, we’ll see it near the top.” She further notes that it will be interesting to watch the game grows with new content and the engagement balance between experienced and new players.

In addition to having a higher than average awareness and interest percentage at launch, the game quickly became the most liked game on Nielsen’s list of Most Liked titles. “What we saw for the week of July 11—which was the first full week of data we had post launch of Pokémon GO in our mobile game tracking product—was that it was at the top of the list across all mobile games that we track for most watched game,” said Pike. “Number two was Candy Crush Saga, and number three was Candy Crush Soda Saga. In terms of likability, it climbed to the top very quickly.”

However, that’s not to say everyone loved the game. Nielsen’s research also shows that the game had a higher than average number of detractors, with 22 percent of those who were aware stating that they would not download the game. Yet, even the negative buzz might have helped the game grow. “One of the things we’ve seen with our research in mobile gaming is that awareness is highly correlated with the potential of a game,” Pike explained. “In that sense—whether the buzz is positive or negative—the fact that more people are becoming aware of Pokémon GO can help it. Of course, people will still need to make the decision of whether it’s for them or not once they find out about it, but the name and concept are reaching a lot of people early in its lifecycle.”

A High Number Of Spenders

E-Commerce analytics firm, Slice Intelligence, did its own study on Pokémon GO‘s launch week and found that the game made up around 47 percent of the entire mobile gaming market on its launch weekend. The game was so popular, it even managed to attract new spenders, as 53 percent of those who made in-app purchases in Pokémon GO had made one mobile game purchase within the past six months. Comparatively, 16 percent of paying trainers purchased nine mobiles games in that time period.

When asked about player spending in Pokémon GO, Kenny McCubbins, manager of data analytics at Slice Intelligence explained to [a]listdaily that, “what’s compelling is the volume of spenders who are making purchases in Pokémon GO. We’ve previously reported about the state of in-game spending and found that Game of War in-game spenders spent an average of $550 in-app, but the big story with Pokémon GO is the sheer number of spenders who are making in-game buys. There has been a massive number of people who’ve been playing this game, which is resulting in a huge spike in purchasing.”

Slice Intelligence’s data, similar to Nielsen’s, shows that 52 percent of Pokémon GO spenders are between the ages of 18-34, and about three-quarters of players are men. The most popular item is the 100 PokéCoin in-game currency bundle, which accounted for 37 percent of in-app purchases. Additionally, the 1,200 PokéCoin bundle, which goes for $5, made up 30 percent of the game’s revenue.

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“Currently, Pokémon GO shoppers are spending on average $10 for the first week of purchasing,” said McCubbins. “We’ll see how that matches up to the rest of the games as time goes on.”

Catching The Power

When asked what he thought what other mobile games might be able to take away from Pokémon GO‘s success with monetization, McCubbins said, “I think the biggest thing other mobile games can take away is that the mobile games market is not tapped out by any means. Nearly half of the Pokémon GO buyers hadn’t previously made a mobile game purchase prior to it. If we’ve seen anything from this phenomenon is that there is a very large untapped market for mobile games. Pokémon GO has captured the attention of hardcore gamers, kids and their parents, which is truly unique to this game.”

We also asked Pike what she thought was the most interesting aspect of Pokémon GO‘s success.

“A lot of people are referring to it as an AR (Augmented Reality) game, but I think the geolocation on it is just as, or more important,” she replied. “I think there’s always the stereotype that gamers are just sitting and not active, and Pokémon GO has really turned that on its head, where you have to get up and get out to play the game. There’s also how far it’s spread from a social perspective. We know that buzz and word-of-mouth are very important for a game’s success, but Pokémon GO has taken that to the next level with all the buzz, news and press it’s getting.

“The other thing that will be interesting to follow, moving forward, will be all the possible brand and co-promotion integrations that are possible. With gyms being located at certain businesses and the different PokéStops—it opens a lot of opportunities to partner and try to use brand integration in the game. As a researcher, I’m really excited to see what Niantic ends up doing with that.”

Newzoo: ‘Clash Royale’ Tournaments Drive Revenue, Twitch Viewership

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Supercell recently launched a new tournament function for their hit mobile game, Clash Royale. To celebrate, the publisher supported a week of competitions from July 4 to July 10 and the marketing effort has paid off, according to Newzoo. Revenues, downloads and Twitch viewership for the game increased compared to the weeks prior, particularly on the Fourth of July.

Using ESports As A Marketing Platform 

Recently acquired by Chinese mobile giant, Tencent, Supercell utilized the power of eSports engagement to increase brand awareness during the holiday week. In the two weeks since the tournament update, Newzoo reports more than one million additional Clash Royale downloads and more than $1.5 million additional revenues when compared to the two weeks before the tournament week. Total hours spent watching the game on Twitch more than doubled during the event to 614,200. At its peak, downloads were up more than 50 percent compared to the baseline.

clash royale tournament week
Tencent is known for creating an eSports scene around its games and using it to maintain a high position on the Chinese top grossing mobile charts. In fact, 24 out of the top 100 grossing games on all Android stores in China are mobile eSports titles, with Tencent owning at least half of them. With this in mind, Tencent is likely to invest more in eSports tournaments for Clash Royale to cement its place as the leader in mobile game revenue.

Influencers Drive Viewership And Revenue

Tournament week was a mutually-beneficial time for influencers, as well, and Newzoo observed an enormous impact on Twitch viewership. Compared to the week before, total hours spent watching Clash Royale increased by 117 percent. The top five streamers of the week were popular Clash Royale content creators who cater to the community with regular video game content. They, too benefited from the activation, enjoying a major increase in hours watched by fans. The top three, Phonecats, Trymacs and MonsterDFace increased their hours watched by 73.6 percent, 118.4 percent, and 257.8 percent, respectively. The top 5 streamers accounted for almost 45 percent of all hours watched throughout the week.

The Clash Royale tournament week was a success and perfect example of how a publisher can work closely with influencers who are already fostering communities for the franchise. ESports adds an interactive experience for those participating and drives revenues by inspiring viewers to try the games for themselves.

Virtual Passes Are Growing ESports Viewership Numbers

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Not everyone can afford a trip to their favorite convention, but companies are steadily improving the at-home experience. That’s what Blizzard has been doing for the past few years with its Virtual Ticket—an online portal that streams content to those that can’t attend the show. With Virtual Ticket access, they can view panels, tournaments and other special events without worrying about missing out on anything.

Blizzard has begun offering this year’s BlizzCon Virtual Ticket, which goes for $39.99 and includes full access to watch November’s event along with a virtual “swag bag” of content for a bevy of Blizzard’s hit games, including Overwatch, World of Warcraft and StarCraft II. Those who purchase the Virtual Ticket will also gain access to physical goods, including a chance to pre-purchase a special BlizzCon Goody Bag, which sells for $35 (plus shipping) and is filled with collectibles. Those that purchase a physical ticket to BlizzCon are also eligible for these perks, so no fans are left behind.

BlizzCon Goody Bag

Over the past few years, BlizzCon has provided a hub for tournaments with games like Hearthstone: Heroes of Warcraft and Overwatch. This will no doubt play a huge part in getting the attention of both those attending BlizzCon in person and watching online, especially once its new competitive modes are thrown into the mix. Favorites such as StarCraft II still have a strong international following.

Attendance for the event has dipped slightly over the past year, going down from 26,000 for 2013 and 2014 to 25,000 for 2015, even with the highly anticipated premiere of Overwatch. However, Blizzard should have no trouble rising above this number again, now that Overwatch is out and has become a runaway hit. Additionally, the sixth World of Warcraft expansion, Legion, releases this summer, so there should be plenty to discuss at the convention.

Virtual Ticket has been an essential part of Blizzard’s success with BlizzCon, thanks to exclusive items and the convenience of streaming the show. Around this time last year, the company offered a similar Goody Bag that featured items from Overwatch and Hearthstone, and it sold out almost immediately.

Meanwhile, Valve is ramping up for its annual Dota 2 tournament, The International. The event, set to return to Seattle’s Key Arena next month, is expected to bring in thousands of fans from around the world, along with millions of online viewers. What sets The International apart from many other eSports tournaments is that the prize pool is raised by fans who purchase International Battle Passes. These passes offer in-game goods such as emoticons and seasonal special features while raising the prize pool. So far, the prize has reached $18.4 million, and it continues to grow. Bundles start at $9.99, and they can be “leveled up” incrementally with boosters, or fans can purchase the premium Level 50 bundle for $26.99. Reaching prize pool milestones unlocks new rewards for Dota 2 players to enjoy.

Having an invested fan base really pays off, as Valve has had no trouble maintaining a strong audience over the years. The 2014 International tournament attracted an audience of over 20 million viewers worldwide with a peak of around 2 million concurrent viewers. Even though official numbers weren’t reported for the 2015 tournament, it’s estimated that the event reached over 4.6 million concurrent viewers for the final round—which would rival other eSports giants such as League of Legends.

We’ll see how the final attendee numbers add up towards the end of the year, but for now, all eyes are on BlizzCon and The International as both events generate an even more feverish buzz in the world of eSports. Other upcoming events include League of Legends‘ summer and seasonal tournaments, and Activision’s Call of Duty Championship next month at the Call of Duty XP event.

What Marketers Need To Know About Branded Content

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Branded content is becoming more of the norm, and more accepted by consumers. A new study by Television News Daily reports that it has actually managed to take over pre-roll advertising when it comes to recall, based on numbers reported by Nielsen.

The report indicates that branded content has managed to generate an average of 86 percent brand recall amongst consumers—a much higher number than the 65 percent with pre-roll ads.

Stats across the board show higher numbers for branded content over pre-roll, including with branded entertainment (28 percent compared to 18 percent); purchase intent (14 percent over 11 percent); and recommendation intent (20 percent versus 16 percent).

In addition, Nielsen also noted that branded content impact with future TV/video episodes of a popular series scores well into the positive side, with a 40 percent portion noting that they “probably will” or “definitely will” tune in to the next episode.

Marketers that have embraced brand content have seen a greater chance of working alongside publishers with partnerships, with a 50 percent higher average than marketers that simply work with content on their own behalf—indicating that finding the right kind of marketing partner to spread awareness is a solid business tactic.

Branded content is all about making sure the brand is in center view, but not necessarily in center view. So far, a lot of companies have embraced the tactic, but it’s all about putting it together the right way, without making the message all about the brand—but still keeping it in mind.

Some insight can also be found from an older 2013 report filed by the Content Marketing Institute, breaking down the benchmarks, budgets and trends within North America. At that time, 86 percent of those participating in the study used content marketing to some extent—and those numbers have probably changed for the better with the introduction of new, more convenient digital means.

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A  report from August by Marketing Profs breaks down more of the social media side of branded content and how companies are using visuals in order to attract consumers. “Posts that include images produce 650 percent higher engagement than regular text posts,” according to the team that put the report together, WebDAM. It also noted that, by 2018, 79 percent of overall Internet traffic will come from video content—a sure sign that companies may want to adopt some form of visual marketing sooner rather than later.

The report indicates that 81 percent of educated people prefer to skim through pages rather than do thorough reading, thus why the importance of memorable images proves useful. 20 percent of those who participated noted that they do remember reading text without visuals, but that leaves a hefty 80 percent that rely more on pictures.

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Op-Ed: Why VR Smartphones Will Transform Mobile

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The virtual reality boom is coming to mobile devices, and it has the potential to both reinvigorate slowing smartphone sales and boost gaming. The forces behind this include Google and ARM, and already major smartphone makers are signing up to produce VR-ready smartphones. The result will be a powerful new reason to upgrade your smartphone, and in the process, drive greater sales of mobile games.

First, let’s look at the state of the smartphone market and it’s not a happy one for marketers or those looking for high growth. The Gartner Group’s smartphone sales numbers for the first quarter of 2016 showed 3.9 percent growth, a far cry from the double-digit rates of smartphone growth in previous years. The growth is driven largely by low-cost smartphones in emerging markets. “In a slowing smartphone market where large vendors are experiencing growth saturation, emerging brands are disrupting existing brands’ long-standing business models to increase their share,” said Anshul Gupta, research director at Gartner.

Daydream: The Game Changer

A big part of the reason smartphone sales have slowed is that so many people have them, and the phones have gotten very good. Why pay for a new phone if your current one works very well? The answer may very well lie with Google’s Daydream VR initiative, where Google has laid out the minimum specs for a phone to be VR Ready. Eight phone makers have already signed on to make Daydream-ready VR smartphones, including Samsung, HTC, LG, Asus, and more. Companies like Netflix, Electronic Arts, Ubisoft and many others have promised apps for the platform. Furthermore, Google has stated that current phones won’t qualify as Daydream-ready for a number of technical reasons.

So the hardware is on the way to make Google’s Daydream VR a reality, which means there may be some strong sales of new VR smartphones once these new designs hit the market. That’s assuming the VR content for this new platform is there, which Google is pushing hard to achieve by creating special VR versions of YouTube, Street View, the Google Play Store, Play Movies, and Google Photos. Those are plenty of reasons to want mobile VR, and if you add in games from the likes of EA and Ubisoft, that’s going to move some serious amounts of smartphones.

Better still, all this extra horsepower for graphics on beautiful, high-resolution screens is going to be a major assistance to mobile games in general, as will the influx of hundreds of millions of VR smartphones with this level of power. Mobile games will be able to generate even prettier pictures, and the market for smartphones may actually start growing more substantially, creating a better environment for sales. It’s also quite likely that smartphone makers will be pushing games and entertainment on their new devices, making things even better for game marketers.

Where Does Apple Fit In?

Although Apple hasn’t announced plans for VR, the company has a history of waiting for others to pioneer new markets before entering them with something that is substantially better than the market standard. That’s how the company captures significant new markets—not by being first, but by being best.Apple VR

Analyst Jan Dawson believes Apple is preparing to launch a VR product by adding important features to its smartphones, like improving the sensors, and perhaps introducing the Smart Connector from the iPad Pro to its smartphone line.

Apple has also patented its own VR headset, and has several VR-related patents already. Although this indicates that Apple is planning something VR-related, we’re not likely to see anything come of it until at least 2017. This will give Apple time to watch how the market develops, see what the weak points are and where it can make a difference, before delivering an end-to-end solution that will have strong market potential.

The advent of mobile VR is a terrific opportunity for entertainment marketers as well as for game developers. Potentially stronger smartphone sales, along with an emphasis on VR entertainment, is a big plus and both smartphone makers and Google will be spending heavily to promote all of it.

There will be opportunities for savvy marketers to work with Google and with hardware makers to get featured roles for their software. Imagine being one of the titles that Samsung uses to showcase the power of its new VR smartphone. There’s a marketing opportunity that someone will seize. Even without that, it’s time to start thinking of how VR and mobile games can be positioned against this new market opportunity.