Join us on Wednesday 25th February (4pm) for our webinar: Advertising & Marketing Event Series: What makes a successful video game collaboration?
The best video game collaborations create an engaging experience which can reach audiences in a more meaningful and impactful way than many other forms of traditional advertising and marketing.
In-game advertising provides strong and diverse engagement, while branded content collaborations have found success through in-game worlds built in free-to-play sandbox-style games.
Arguably, the most effective gaming marketing lives in the "third space", the community-driven, creator-led environments where gaming culture thrives.
However, gaming doesn't behave like traditional media, so choosing the right collaboration, games, communities, and creators and using the right metrics is key for brands when building a strategy in this space.
Laura Harper will be joined by Geraint Lloyd-Taylor, Phil Hughes, and Jen Dinmore, and industry expert Kieran Holmes-Darby, Head of Gaming at Ear to the Ground, a specialist creative agency which turns fans into consumers for leading global brands invested in games, entertainment and sport, who will share their insights into what makes a successful video game collaboration.
Kieran will share findings from his extensive experience in the gaming space, including stories of successful and unsuccessful brand tie-ups.
Our interactive entertainment and advertising law specialists will discuss the commercial and legal infrastructure supporting successful video game collaborations between publishers, brands and advertisers. In the webinar we will cover core legal issues including:
- IP licensing considerations
- Structuring collaboration agreements
- Misleading advertising: ASA, CAP Codes and consumer protection legislation, including the proposed, new EU Digital Fairness Act
- Subscriptions and battle passes under the Digital Marketing Competition and Consumers Act 2024
- Loot boxes and digital asset ownership
- Children's privacy and Online Safety Act compliance
- Influencer advertising: disclosure, false claims, and native content
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