Elizabeth Campbell, senior director, cultural engagement, McDonald’s.
Brands are pouring billions of ad dollars into in-game advertisements, streaming ads, and sponsorships.
A new generation of exec has risen up to help companies tie their brands into games.
Insider identified 31 top execs in the space and the tactics they’re using for brands from Bud Light to State Farm.
Brands are pouring billions of ad dollars into in-game advertisements, streaming ads, and sponsorships to reach the estimated 177.7 million people playing video games monthly.
Some brands are creating branded destinations on Xbox. Others, like Chipotle and KFC, have used games to promote specific menu items. Still others like McDonald’s are striking partnerships with pro esports organizations.
Insider identified the top 31 execs who are guiding advertisers’ forays into video games and the strategies they’re using.
They include Paul Mascali, PepsiCo’s first exec dedicated to esports and gaming; and Elizabeth Campbell, who helped McDonald’s partner with FaZe Clan for “Friendsgaming,” an event that included livestreams on Twitch and gaming gear giveaways.
The list also includes execs at esports organizations and gaming platforms like Roblox’s Christina Wootton, who is helping brands like Disney and Gucci create their own games on the platform.
Advertising, Media, Gaming, eSports, Advertising Agencies, Marketing, Roblox, Activation Blizzard
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