Over the last few years, driven by the pandemic and the increased time spent inside, gaming has seen a boom. Not only as a way to pass the time but also as a way to meet friends, have experiences, spend money and be creative.


From the growth of hype games like Among Us or Animal Crossing to the ‘Metaverse’ becoming a staple in the minds of many, thanks to Fortnite, Zuckerberg and many more, the gaming landscape is becoming increasingly blurred with digital media of all types.


For marketers, advertisers, and brands, the question is how to get in on the action. The gaming industry comes with its own rules and roles, languages, and communities, and for this discerning audience, a wrong step isn’t easily forgiven. This course will help you navigate the gaming landscape, tell your platforms from your developers, identify where your audience sits within the gaming community and how to engage them in an authentic way.


Who this course is for:

  • Marketers needing to understand how to advertise within this complex gaming landscape

  • Clients exploring new audiences to target within the gaming ecosystem

  • Creatives who are excited by the possibilities of advertising within the metaverse


By the end of this course you will have:

  • Explored the multi-dimensional world of gaming
  • Understand the audiences, channels, and motivations
  • Know how to effectively engage in the gaming landscape
  • Explore successful case studies and unpack what made them work

Course curriculum

  • 1

    Welcome!

    • Welcome to the course

    • Meet our course contributors

    • How to take part in this course

    • Introduce yourself
  • 2

    Mechanics and Magic

    • Welcome to Chapter 1: Mechanics and Magic

    • The History of Games

    • The Growth of Gaming

    • Game Hall of Fame

    • The Importance of Play

    • Player motivations

    • Player Types

    • Game Loops

    • Building Blocks of a Story

    • Character in Games

    • Making it Magical

    • Get Playing!

    • That's a Wrap: Chapter 1
  • 3

    Trends and Technologies

    • Welcome to Chapter 2: Trends and Technologies

    • Part 1: Influencers, Streamers, and Stars

    • Live Streaming and Events

    • Streamers and Communities

    • The Business of Streaming

    • Part 2: What is eSports?

    • eSports Events

    • eSports as a Growth Industry

    • eSports: How to get involved?

    • Part 3: Exploring Multi-Channel Storytelling

    • Stories that Spread

    • Multi-channel Storytelling

    • Case Study: Meet Frank

    • Building a Multi-Channel Story

    • That's a Wrap: Chapter 2
  • 4

    Gaming Audience

    • Welcome to Chapter 3: Gaming Audience

    • Myth-busting the Gaming Audience

    • Understanding Sub-communities

    • Empathy and Understanding

    • Researching Your Audience

    • Importance of Audience Research

    • Building Empathy

    • Building Personas

    • Authentic Engagement

    • Put it into practice

    • That's a Wrap: Chapter 3
  • 5

    Creativity and Games

    • Welcome to Chapter 4: Creativity and Games

    • Explore the Opportunities

    • Creative Potential

    • The Metaverse

    • Your Role in the Metaverse

    • Cultural Truths and Tensions

    • Identifying Your Place

    • Finding your audience

    • Enhance Rather than Engage

    • Getting it Wrong

    • Immersing in a World

    • Steps to Take

    • That's a Wrap...

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