Insights / Side Effect articles
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Analysis and practical insights: from ideas and production to audience reaction.
Creative Production
FOOH and CGI for brands: making a virtual spectacle serve a real objective
A giant object in a city square or a character interacting with a building’s façade can stop someone scrolling.
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Creative Production
Game trailers and cinematics: choosing the right format for a game launch
A trailer can look spectacular without explaining why anyone should play the game.
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Strategy
How to evaluate the effectiveness of creative production
It is easy to compare the cost of one film with another.
Read articleiGaming
iGaming creative: staying distinctive in a challenging category
In a competitive category, it is easy to fall into one of two extremes: repeat familiar visual clichés or soften the creative so much that the brand becomes unrecognisable.
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iGaming
3D characters and motion for iGaming: building a distinctive visual language
When a campaign involves dozens of adaptations, recognition cannot depend on a single banner.
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Creative Production
AI and 3D in advertising production: when speed helps—and when it gets in the way
Generative tools can accelerate the search for a creative direction, but a quickly generated first image does not necessarily lead to a quickly finished campaign.
Read articleiGaming
Influencer marketing in iGaming: working with creators and measuring results
For iGaming, access to a creator’s audience is only part of the picture.
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Influence Marketing
Influencer marketing for a game launch: before release, launch day and beyond
Waiting until release day to invite streamers leaves a substantial part of the work until the last minute.
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Game Development
Playable ads for games: when letting players try a mechanic beats explaining it
Video advertising shows a game from the outside.
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Game Development
Game marketing in MENA: adapting the campaign, not just translating it
MENA is not a single, uniform market.
Read articleGame Development covers game creation. iGaming refers to the online-gambling sector.