CANNES, FRANCE — This is Part One of a series where Game On captain Rey Tiempo analyzes the winners from this year’s Cannes Lions Entertainment Lions for Gaming category, through the lens of an advertising industry veteran AND a hardcore gamer.
Note that some of this year’s winners have already been featured in a previous Achievement Unlocked segment, especially the work from this year’s D&AD. This new series will see picks from work that made their awards circuit debut in Cannes.
THE EVERYDAY TACTICIAN by Xbox / McCann
The Gaming POV
The never-ending quest (that seems to be winding down to an end sooner than we think – more on this later) for the video game experience is to get as close to reality as possible. Yes, of course the settings may often be fantastical, characters may seem totally otherworldly, situations may be utterly disparate from everyday experiences, enough to support the need for escapism. But the essential elements that make a world “work” are all still based on known realities that we humans operate under. The physics particularly are still based largely on the laws of our physical world (with our own takes, manipulations, creative licenses, etc.).
Most especially, this pursuit of reality is most evident in the evolution of video game graphics, with the advancement in technology getting better and better at dialing up visual fidelity (sometimes, it even gets TOO real, to a point where gamers now ponder, “Is too much graphical realism what we really want in games these days?”) Sports and simulation games definitely operate under reality-inspired gaming experiences (I remember feeling like I could really dunk my way to the ring ala Double Dribble’s awesomely-lowres cut scenes), and they’ve only gotten better through the years, with more mindblowingly-detailed graphics (“Hey, I can now see hi-res sweat!”) and more-engaging-than-ever-before gameplay.
I realize that is one looong intro to the point I wanted to make. But a necessary setup to this brilliant Grand Prix-worthy work from Xbox. See, while games get better at mirroring the real world, this idea mirrors the mirrored games back to reality. It’s as simple as a creatively groundbreaking idea can get (all winning gaming ideas are simple at their core, made complicated by ad agency bosses who disappointingly don’t understand gaming, but I digress.)
A gamer, who has honed his skills in running video game teams in Football Manager (a game that so realistically mirrors the experience in the real world) has been tapped to take his gaming skills back to the real world and help a very real world club get promoted to the very real EFL. It’s a crazy loop of gaming-reality convergence that totally deserves all the merit it has been earning. In a huge way, this reminds me of a similar success story of that one avid Gran Turismo gamer who eventually earned his way to race in real world racing cars, in real world circuits (the film this story is based on is an absolute blast and an underrated gem in the history of video game-related adaptations.)
The work is also a great demonstration of a winning gaming case formula: proving or disproving what gaming can or cannot do. Xbox, through the years, has been giving us some of the best examples: that gaming can help education (“Field Trips”); that game worlds can be tourist destinations (“The Birth of Gaming Tourism”); that gaming can bridge generations (“Beyond Generations”); and they can add this latest one, that gaming skills can help you land real world jobs.
Most definitely a worthy year two top prize for the Cannes Lions Entertainment in Lions Gaming category. It’s a creative gaming idea that amplifies the authentic gamer experience and celebrates it in the most authentically rewarding way. One of the best examples of a true Gaming X Marketing work that exemplifies how gaming solves problems it sometimes doesn’t even know it can.
Year Two Jury President Lydia Winters of Mojang(far right). Photo taken last year, during the year one judging of the Cannes Lions Entertainment Lions in Gaming category. Judging with Lydia was Philippines’ own Joey David-Tiempo (second from left, right next to the author). Also in the photo, Dentsu Creative ECD Gary Amante (back) and Bean Tiempo (third from left).
The Advertising POV
A winning gaming case made stronger by all the traditional advertising media content it has spawned. From the documentary film series, to social, news coverage, to all of the unpaid and organic gaming and football fan-related content around it. As a way to bring in more players for the game (and to sell more copies of course), there is no better selling strategy than to actually prove the effectiveness of your product’s selling point. It’s probably one of the best pure product demo advertisements out there in recent years that’s endemically in the gaming space.
The campaign title itself is a stroke of genius – the “everyday” gamer who has honed his skills by playing “every day” has been elevated into a masterful tactician, a story that’s clearly not as “everyday” as it appears. And yet it can be, for the thousands of “everyday” gamers who can now play this game (“the most played Football Manager ever”)… well, “everyday.”
ABOUT GAME ON
Rey Tiempo is a Creative Gaming Brand Specialist. A hardcore gamer since childhood, Rey is multi-awarded creative gaming marketer, with accolades from the world’s biggest creative industry award shows. A veteran creative head with over 25 years’ experience, Rey leads the Gaming and Marketing conversation in the Philippines and Asia, as Founder of “Game On,” the first and only ad industry column and portal on Gaming X Marketing, and as Founder and Chief Creative of Co-Op Play, a team of Brand Gamification Specialists. Currently playing: Black Myth: Wukong; Kunitsu-Gami
Dennis Nierra is a Creative Director at BBDO Guerrero.
MANILA, PHILIPPINES — Mylo Speech Buddy, an app designed to support individuals with speech delays and Autism Spectrum Disorder (ASD), was selected to represent the Philippines at the Collision Tech Conference in Toronto, Canada. The event featured 500 startups from over 30 countries, providing a global platform for Mylo Speech Buddy to present its health-tech innovation as it prepares for international expansion.
Supported by StartUp Village Philippine President Carlo Calimon and its accelerator program called “SOAR,” DMZ Toronto, and in partnership with the Government of Canada Trade Commission Service, Mylo Speech Buddy was one of four startups representing the Philippines, alongside REVAstaff, Remotify, and uHoo. At the conference, Mylo Speech Buddy pitched its business venture to Canadian partners and investors, aiming to establish strategic partnerships and explore new markets.
Vincent Rocha, CEO and President of Mylo Speech Buddy, emphasized the app’s role in aiding nonverbal children to develop their first spoken words. “Being chosen to represent the Philippines at the Collision Tech Conference is a significant opportunity for us to showcase our app’s potential in autism support and speech therapy support,” he shared.
Right to Left – Mylo Speech Buddy CEO and Founder Vincent Rocha with other Filipino startup founders at Collision Tech Conference in Canada
Vincent also highlighted the broader implications of the conference for growth in the tech and healthcare sectors. “The opportunities at this event align with our mission to support children with ASD and expand our reach globally,” he added.
According to the 2024 Global Startup Ecosystem Report (GSER), Manila’s startup ecosystem was valued at $6.4 billion at the end of 2023, demonstrating the robust growth and potential of the region’s innovation landscape.
Mylo Speech Buddy is focused on global expansion and language localization. “We are working on localizing our content for international markets to make Mylo Speech Buddy accessible worldwide,” Vincent said.
True to its commitment to innovation, Mylo Speech Buddy won first place and secured a pitch prize of $2,500 at the “ARISE Plus Ye! Boost Accelerator Program Cohort 03,” funded by the European Union and led by the International Trade Centre, in partnership with the Department of Trade and Industry (DTI) Competitiveness Innovation Group and QBO Innovation.
BACOLOD, PHILIPPINES — There’s a certain romance to film cameras. Our parents, who once captured memories in grainy frames, might have thought the days of these analog devices were behind us. Yet here we are, witnessing a resurgence in the medium — a growing community of enthusiasts who find joy in the tactile art of film photography.
To explore this renewed interest, adobo Magazine lent the LomoApparat Neubau 35mm film camera — encased in exclusive real Italian leather and featuring a 21mm wide-angle lens — to three talented illustrators and designers from Negros Occidental: Andie Gamboa, Bencent Gohing, and Daryl Feril. Over the course of 24 hours, these creatives captured candid moments from their daily lives. Through their intimate snapshots, they reflect on how film photography weaves into their artistic practices and personal experiences.
For Andie Gamboa, who grew up in the golden era of Lomography’s digital replication on platforms like Instagram and Tumblr, the LomoApparat Neubau was a welcome throwback. In fact, she even posted a Diana Lomo camera photo on her Instagram around 2012.
These days, Andie’s body of work explores girlhood and inner-child healing, and the LomoApparat Neubau provided an opportunity for her to delve into these themes on a more personal level. “I think my paintings and the nature of my illustrative work are very kid-centered because that’s the audience I want to appeal to,” Andie began. “However, when it came down to taking these pictures, I knew I just wanted to make myself happy.”
Handling the camera felt like a full-circle moment, allowing her to explore a beloved aesthetic in a deeply personal way. “I loved taking pictures of my friends. We met up for coffee, and it felt like we were little girls again — having our own photoshoot, posing for the camera, and just having fun being unabashedly ourselves.”
Among her favorite shots were candid photos of her father, who is usually camera-shy. “He always says he’s allergic to the camera, so being able to capture him on film just being himself was such a special moment. I’m so glad I have these pictures to keep forever,” she shared.
Though the LomoApparat Neubau’s interface seemed fairly simple, Andie admitted that there was a learning curve for her, especially with the multiple exposure feature. “As a non-film user, it was a bit daunting. But like anything, it’s always trial and error,” she said.
Upon receiving the developed photos, Andie told adobo Magazine, “I was pleasantly surprised that I didn’t ruin every photo! Jokes aside, I loved how the pictures that turned out well were imbued with this feeling of familiarity. Like I know these subjects and these places, but I’m seeing them for the first time in this light! Not all of my shots came out the way I expected them to, but it was still really interesting.”
Andie also appreciated the camera’s portability, describing it as light and easy to carry. “It didn’t feel like I had this giant machine in my bag. It was something I could just throw in and have handy.”
Meanwhile, Bencent’s day with the LomoApparat Neubau revealed a fresh take on an old passion. As someone with a background in film photography, the illustrator and motion designer found shooting with the LomoApparat Neubau to be delightfully engaging. “Having a limited number of shots means you have to really think about your shot,” he expressed. “But at the same time, it’s also fun to just point it at a subject and not feel the need to recompose your image multiple times like on digital cameras.”
The camera’s limitations, such as its fixed exposures and lack of instant feedback, encouraged Bencent to be more mindful with each photo he took. “Being so used to having a screen to compose shots, I started overthinking them. But as I shot more, the simplicity of the LomoApparat Neubau made me focus less on the technicalities and more on what I was shooting,” he revealed. He also talked about some challenges from a technical standpoint, saying, “Getting your compositions and exposures right can be tricky. Some film cameras offer more control than others, but with the LomoApparat Neubau, I had to guess which lighting conditions had just the right exposure for my shots.” However, this shift allowed him to embrace the spontaneity and unpredictability of the craft.
According to Bencent, his bright and striking illustration style widely influenced his photography, which drew him to subjects with pops of color. He particularly enjoyed capturing street scenes and mundane spots around his city, choosing to preserve these moments before they inevitably change. “The challenge of getting good shots while experimenting with the various lenses the LomoApparat Neubau had to offer made everything way more fun,” Bencent shared. “It was pretty refreshing. The pressure of getting the perfect shot right there and then was gone since I didn’t have the privilege of constantly correcting my shots through a screen.”
Looking back at his photos, Bencent was pleasantly surprised. “When I saw the images turning out better than expected, it was pretty exhilarating,” he said.
“The colors and imperfections of film give scenes a more dreamy and romanticized look compared to the true-to-life colors of digital cameras. The delayed gratification you get from film is addictive and makes you want to shoot more,” he added.
This appreciation for film’s unique qualities extended to Daryl’s experience with the LomoApparat Neubau. Known for his detailed and maximalist style as an artist, he naturally gravitated towards plants and colorful subjects, drawing inspiration from his surroundings — a preference clearly reflected in his work.
Inspired by his father, a dedicated photographer who introduced him to film at a young age, Daryl gladly took the chance to reconnect with this medium. “It took me back to my childhood days when my father would teach me and let me use film cameras. I never really practiced it, so it’s a nice way to reacquaint myself with it,” he said.
Documenting his daily life at his newly opened store, Werever Projects, Art & Design Co., which he co-owns with business partner Faye Abantao, Daryl found the camera’s ability to render light and shadow with nuance particularly rewarding. “The limited number of exposures encourages careful composition and consideration with each frame,” he elaborated. “Without the ability to review photos instantly, you become more deliberate with each shot you take. This means taking extra care with the composition, lighting, framing, and subject. It also allows you to embrace imperfections and unexpected results.”
Despite the initial challenges of winding the film and managing low light conditions, Daryl valued being able to capture his surroundings more intuitively. He was gratified by the results, as he documented his surroundings without overthinking each shot. “Film photography often has a timeless, classic look that is hard to achieve with digital photography. This can evoke a sense of nostalgia and permanence,” he noted.
Through their time with the LomoApparat Neubau, Andie, Bencent, and Daryl discovered first-hand the famed virtues of film photography — patience, acceptance of imperfections, and the quiet joy of waiting. In a world that often rushes forward, their 24 hours with the camera proved that, indeed, some things are still worth slowing down for.
MANILA, PHILIPPINES — “Team-Ups” is an exclusive Game On segment where I invite guest contributors, fellow authentic and hardcore gamers in the advertising industry who are fellow advocates of the Gaming X Marketing narrative.
And what an addition to the Team-Ups team: introducing, Mr. James Bernardo, David & Golyat / Giant Killer Creative Lead! James is the very definition of OG, having won the country’s first-ever Cannes Lions Chimera in 2014, as one of only eight awardees out of more than 900 entries from 79 countries – and more importantly, with a solution that used video games and gamification techniques! That’s nine full years before Cannes Lions even introduced a dedicated Gaming category.
Welcome to Game On, James!
“An Adventurer with Many Faces” by James Bernardo
In the strange and wonderful world of video gaming, age has proven to be no obstacle to immersive virtual adventures, like in my case. I’m James, a 56-year-old “kid,” and I’ve discovered a profound love for RPG games that defy the stereotypes often associated with age and gaming preferences. I started my gaming journey when the very first arcade version of Pong was installed in a local pizza parlor. Yes, I’m that ancient. That fascination grew when hole-in-the-wall arcades started popping up around the city where I lived. Games like Contra, Donkey Kong, Galaxian, and many other titles opened the floodgates of my desire even more. And, when console gaming exploded in the ’80s, I was a hopeless dependent craving for my next dopamine hit.
After many years, I finally got married and thought my gaming days were over. That was the farthest from the truth. When PC-based games like The Sims and StarCraft became popular, I was riding that bandwagon like there was no tomorrow. My wife even jokingly called herself a Sims widow for a time. Role-playing video games took hold of me when I started playing Brigandine for the PlayStation, Legend of Dragoon, Wild Arms, Final Fantasy XII for the PS2, and Dragon Quest. But the one game that pushed me over the edge into the misty, enigmatic, and insomnia-inducing universe of open-world RPGs was Shadow of the Colossus.
For me, the allure of open-world RPGs lies in their expansive and detailed universes, where every corner is filled with hidden gems and surprises. Unlike the linear narratives of traditional games, these games grant players the freedom to explore, create their own stories, and influence the outcome of their virtual adventures.
As a long-time fan of classic RPGs, the revival of the Baldur’s Gate series brings me immense joy. Developed by Larian Studios, Baldur’s Gate 3 seamlessly blends the nostalgia of the original games with modern graphics and gameplay mechanics. I appreciate the strategic depth, intricate character development, and the vast, interconnected world that keeps me engaged for hours on end. I never expected to clock in more than 10 replays just to see the multitude of outcomes based on the choices the characters make.
Likewise, the vast landscapes of the American Wild West in Red Dead Redemption offer me a breathtaking escape from reality. Rockstar Games‘ attention to detail in recreating a bygone era, coupled with a gripping narrative, immerses me in an experience that transcends mere gaming. The realistic open-world setting allows me to relive the glory days of the frontier while forging my path as an outlaw or a law-abiding citizen. The intricacies of the story just keeps pushing further down the rabbit hole.
Ghost of Tsushima, developed by Sucker Punch Productions, has become one of my favorites due to its stunning portrayal of feudal Japan. As a samurai in the game, I am able to navigate a beautifully crafted world, engaging in epic sword duels and exploring the rich cultural landscape. The game’s commitment to authenticity, from the art style to the ambient sounds, resonates with my appreciation for history and diverse cultures. Its exceptional take on the classic samurai revenge trope and tragically-flawed characters keeps me on the edge of my seat every time.
Venturing into the bustling streets of Tokyo’s fictional Kamurocho district, Yakuza has captured my attention with its blend of action, drama, and quirky side quests. As a member of the yakuza, I navigate the criminal underworld, embracing the juxtaposition of serious narrative elements and absurd, humorous moments. Yakuza‘s enthralling design allows me to delve into the heart of Japanese urban life, providing a unique and entertaining experience.
My story challenges preconceived notions about age-appropriate content for gamers. Open-world RPGs have become a bridge connecting generations, fostering a sense of camaraderie among players who appreciate the depth, complexity, and sheer joy these games bring, regardless of age. Through this journey, I walk in different shoes, living countless virtual lives. Playing these games keeps my mind open and helps me understand the magic that draws younger players into these epic adventures.
My journey into the expansive realms of open-world RPGs stands as a testament to the ever-evolving landscape of gaming and the diverse audience it continues to attract. As the gaming industry pushes boundaries, stories like mine highlight the universality of the gaming experience and the profound impact it can have on individuals, transcending age, background, and expectations. With my virtual adventures showing no signs of slowing down, my story encourages others to embrace the magic of open-world RPGs, regardless of where they are on their life journey.
James is a lifelong gamer, a writer, music lover, comics creator, husband, and father.
ABOUT GAME ON
Rey Tiempo is a Creative Gaming Brand Specialist. A hardcore gamer since childhood, Rey is the most awarded creative gaming marketer in Asia, with accolades from the world’s biggest creative industry award shows. A veteran creative head with over 25 years’ experience, Rey leads the Gaming and Marketing conversation in the Philippines and Asia, as Founder of Game On, the first and only ad industry column and portal on Gaming X Marketing, and as Founder and Chief Creative of Co-Op Play, a team of Brand Gamification Specialists. Currently playing: Street Fighter 6, Kunitsu-Gami
Dennis Nierra is a Creative Director at BBDO Guerrero.
CANNES, FRANCE — On June 17, a packed audience at the Debussy Theater at the Cannes Lions Festival of Creativity witnessed creative agency dentsu take the stage to celebrate its 120th anniversary with the theme, “Innovating to Impact.”
Dentsu’s President and Global CEO, Hiroshi Igarashi, began by sharing how he has been with Dentsu for 40 years and quipped that his long tenure is normal in Japan. He mentioned that the agency opened its doors in 1901 with its founder and first president, Hoshio Mitsunaga, whose statement, “I was prepared to sacrifice myself for the sake of the news and advertising businesses,” is duly remembered by the agency’s workforce.
A hundred and twenty years on, the agency is paving the way for the industry’s future with a sharp and relentless focus on innovation and impact. “Innovation will drive the impact for them, for people, and for society as a whole, and impact is a point at which a simple idea becomes a global mass movement,” Hiroshi shared, explaining that innovation at the core of their operations will help them lead and take them into a new market and new categories.
Yasuharu Sasaki, Global Chief Creative Officer at Dentsu, was also present at the conference and shared that dentsu sees technology as a channel to shape new experiences that bridge the physical and digital world. He also revealed his five guiding principles for innovating to impact:
Respect the past to create the future
Have an outlier perspective
Discover new emotions and connections
Mix. Augment. Make New.
Use technology to augment our humanity
Connecting to these guiding principles, the agency showcased its globally recognized work from Dentsu labs, including its project for Hugtics, a wearable device that creates an unprecedented experience of giving oneself a hug; Open Meals, an initiative that revolutionizes food creation; The Unfiltered History Tour with VICE World News; the Sound of Honda / Ayrton Senna 1989 campaign, a digital restoration of the world’s fastest lap, and a virtual-reality music video filmed with Smashing Pumpkins, titled “Aeronaut.”
Furthermore, Naoki Tanaka, Dentsu Lab Tokyo’s Chief Creative Officer, presented their company’s landmark initiative, “Project Humanity.” In this project, Dentsu Lab Tokyo joined forces with NTT (Nippon Telegraph and Telephone). It created technology that helped people with ALS regain physical freedom through electrical signals generated when muscles are moved, where they can freely manipulate physically through the digital space.
With exuberance, Yasu announced that Dentsu Labs, its innovation proposition whose mission is to innovate the human experiences and move people, business, and society, is expanding the pioneering Dentsu Lab Tokyo (founded in 2014) to London, Amsterdam, Warsaw, Mumbai, and Bengaluru, with further global expansion planned in 2025. Sven Huberts is identified as the leader of this growth alongside Naoki.
Dentsu ended the session with Hiroshi, who encouraged audiences to imagine and create incredible impact for brands, for people, and for the good of society.
LONDON, UK — In light of the recent announcement of D&AD Pencil winners this year, Game On captain Rey Tiempo takes a look into the campaigns that made the cut for this year’s Gaming category through the lens of Gaming X Marketing. That is, how the campaigns work for gamers and for brands, analyzing this integration and what it means for gaming in advertising today.
Your Game On Captain here, back again and coming straight from a rainy summer in London, for a report on all things Gaming X Marketing from the recently concluded D&AD 2024 Awards and Festival.
As one of the first industry award shows to feature a standalone category on Gaming, along with its reputation as the world’s most prestigious benchmark in creativity, D&AD never fails to surprise with its serving of very, very few but very, very deserving Pencil winners.
And here they are, this year’s prestigious Wood, Graphite, and Yellow Pencil winners in the Gaming & Virtual worlds category. Analyzed and dissected in the “Achievement Unlocked” way – through the lens of both hardcore gaming and advertising.
All D&AD winning cases can be viewed online on the official website. Shoutout to the brilliant and inclusive D&AD team for making this available for free, truly a great service to the creative community.
For previous work featured on Achievement Unlocked, check out:
Google Doodle Games have become a treasure trove of delightful, fun, casual gaming experiences that can be played straight out of the browser. The really best ones have some form of cultural or historical significance to them. And the really great ones, like this work, elevate the gaming experience into a whole other level.
An immersive Where’s Waldo-like “gamified search,” the experience truly captures the essence of a brand synonymous with search, and the perfect anniversary celebratory piece. A gaming work that only Google could have pulled off. This is especially great for gamers, as Google itself has never been really known for hardcore gaming (see: the failed “Google Stadia” experiment). But this turns something so mechanical like a search into a fully engaging and infinitely rewarding experience (especially true for gamers, from the most casual to the most hardcore – the rewards have to outweigh the motivation). The accessibility options, which have become a staple in today’s games, make this already inclusive work even more inviting for everyone to try out.
The Advertising POV
Google doesn’t need any other platform other than its own to bring out its best, celebrate its best, and champion human connectivity with technology at its best. The brand promise is neatly encapsulated in an engaging game — this is Google’s best case in brand experience in years.
One of the most important points I highlight during my Gaming X Marketing sessions across Asia, spreading the word on creative gaming capabilities, is the crucial role that gaming communities play. Engaging the communities is key to success for any brand in gaming. A fully immersed community, whether big in size or sometimes even laser-targeted small, spells authenticity to this infamously hard-to-please audience driven by passion. And any brand not displaying the same level of passion (or worse, faking it!) will ultimately risk alienation.
This work fully embraces the weirdness inherent in the game’s ethos; it spoke the community’s language and, in turn, got the response it needed, breathing life into this 12-year-old game. One of the few cases in the list (and there are others later) that fully maximizes the gaming ecosystem outside of the actual game itself, to excellent creative effect.
The Advertising POV
R/GA and Ponos are clearly having fun with The Battle Cats property (as there are more creative gaming work I’ve encountered recently, likely for future “Achievement Unlocked”). What’s great about the work is its boldness to extend its lore outside of the actual game, to penetrate other media touchpoints, and as a result reigniting interest in this property. In all honesty though, I feel there are other similar work in this winners list alone, which I feel are stronger (see: Starr Park CCTV further down the list.)
From the entry writeup: “…a first-of-its-kind learning module that reframes video games as educational tools.” Well, first of all, I believe we are way, way past the era of discrediting video games as nothing more than useless pastimes or glorified spaces for violence. Video games and the academe have long been working together and using gaming disciplines in education. There are currently Gaming courses being taught in the most established educational institutions (as invited guest lecturer for a gaming class, I have once conducted a mini-Street Fighter tournament as a school activity.)
I am also reminded of AcadArena, which has been using esports and gaming to empower students and educators with scholarships. In fact, certain video games already exist primarily as education tools, and some major releases have even been updated and tweaked to reflect education programs. The most recent and notable that comes to mind is Ubisoft’s “Discovery Tour,” where it turned its biggest open world games into virtual historical tours (or yes, field trips). So I struggle a bit with how this entry sets up its idea. I don’t think any “reframing” is really needed.
That said, this is probably my favorite work among this year’s winners (what a save point.) Because the solution is so simple, yet so spot on; the idea sells itself effortlessly and brilliantly. It’s really nothing more than a podcast playlist serving as educational audio guides to select video games – and that solution, though not as groundbreaking in itself as the setup claims, is very clever and, above all, very practical.
Yes, it may not be as elegant or as seamless (why open a separate app, for example) but it does get the job done, and actually does an excellent job pulling in listeners with the clever writing. I cannot wait to replay the games while listening to these audio guides. I just wish they add more episodes to more games in the future.
The Advertising POV
Xbox is at it again – we have seen so many great creative gaming campaigns from this brand (still, my favorite so far is their 2021 “Birth of Gaming Tourism” campaign, which does tend to tread on similar grounds compared to this work.) At its core, the idea and particularly the solution is brilliant. I cannot wait what Xbox comes up with next. I am definitely a fan (don’t tell my hardcore PlayStation friends.)
The sole Yellow Pencil this year in the Gaming category, and one of only few works from a non-gaming endemic brand (more on my thoughts on this later.) The work is deceptively simple, so let’s try and peel off its many intricate layers.
First off, kudos to the brand for building off of an authentic gamer behavior — snacking while gaming and, more importantly, snacking while SOCIAL gaming. This is absolutely real and pivotal, and a point I also often make during my Gaming X Marketing sessions: that gaming has become the new social. It is undoubtedly more important for younger gamers to communicate and build relationships while gaming. And yes, that involves being able to talk clearly (hence the big business built out of gaming headsets, microphones, speakers.)
Unfortunately, the brand does get in the way of clear communications. It is a situation where the most apparent product attribute (crunchiness) has actually become a liability for this market. In traditional advertising, your traditional marketing people would undoubtedly want the product highlighted even more, it is the selling point after all. The genius of its approach for this work: using existing AI noise-cancelling technology to actually eliminate the product selling point! By eliminating the product in the picture (and actually, the “audioscape” of gamers) they are able to, ironically, push more consumption – and yes, sales! But that’s just half of the genius, as the real breakthrough of this gaming work actually comes from the advertising side…
The Advertising POV
…yes here. See, instead of focusing on the AI technology and its apparent application to the gaming market, Doritos, instead, is going for an unconventional branding approach – by dressing it up as a new product launch! The intrigue, the PR mileage out of launching a seemingly entirely new product variant, one that does the impossible, is infinitely more attractive and newsworthy than hyping the technology that made it possible. It’s branding maturity at its finest. A modern marketing sleight of hand, that never looks down on its market but instead lifts them up to new experiences. And a triumph of a well-written branding narrative that ultimately makes this work stand out. A true blue Gaming X Marketing case that just wins on all fronts.
The statistic is indeed glaring and based on experience, very real. Out of all esports pro athletes, only 5% are women. This issue has been in gaming communities’ consciousness for a while now but has never really been addressed properly or extensively. This a welcome effort from one of the biggest multiplayer online games. Guest characters appearing in games are, of course, already quite common (Fortnite and PUBG have all been doing it quite successfully, with a number of different big artists.) But when a cause as important as this work wants to highlight is attached to an equally big spokesperson, the whole effort takes on something special and noteworthy, especially to the general public. Work like this helps further celebrate and, most of all, grow gaming culture even more to the behemoth that it has become.
The Advertising POV
Using a celebrity to promote a cause is, of course, nothing new and has been successfully implemented by so many brands, gaming or otherwise. The winning element here is the work’s grasp on media, how gaming causes can cross over to many touchpoints and continue building even outside gaming communities. But in truth, the real challenge for this campaign is to see the actual results of the problem and objectives it has set out to address. Will we actually see more female esports athletes soon? That’s the only real success metric for this campaign. Let us see.
A bank, streaming on Twitch – what an ingenious way to reach a target audience. BMO obviously identified gamers as an untapped source of business (with the gaming industry’s growing numbers and cultural relevance, it’s practically criminal for brands not to be in this space.) The work also exemplifies another key point from my Gaming X Marketing sessions – that gaming is actually NOT one thing (“I want to get into gaming” you will often hear this from marketers, as if gaming is one homogenous entity – and herein often lies their source of confusion.)
We should understand that there are as many touch points into gaming as there are games, consoles, devices, communities, peripheral interest groups, etc. It is perfectly fine to identify and focus on just one – and in this work’s case, streaming on Twitch. It’s a simple enough idea, but something that entails so much dedication (keeping the channel alive with fresh content, for example). BMO has truly found a treasure in Twitch streamer Sean Frame, dubbed as its first Gaming Relations Specialist, with his extensive background on both banking and gaming. His passion keeps this work alive.
The Advertising POV
A fun gaming work from a bank! As mentioned, it has found the perfect talent/spokesperson/advocate in Sean Frame. It even created an all-new role and job title just for him — a Gaming Relations Specialist — which is a genius move that projects expertise and authority but still retains that tongue-in-cheek humor that appeals to gamers.
The case, as presented though, is obviously buoyed up by some key narrative points:
“Gamers were banking as they gamed” – but there’s really no given explanation how banking transactions are made through the Twitch stream.
“Gamers were banking in anonymity” – technically, yes the viewers are interacting using their online identities; but it’s not such a big deal if you think about it, if no major financial decisions are really made using those made-up identities.
“Treating this Twitch channel as a branch” – which is really a stretch, to be honest, but a great reframing of its presence on this platform.
Still, these narratives help tell the tale, to be better appreciated as a marketing/ advertising effort, for such a major banking brand. The streams are still out there, going strong, with new content being added to this day. It’s just such a joy to watch Twitch streamer Sean Frame as he legit plays games and legit relates them to banking, every chance he gets.
A gamified experience on WhatsApp! We’ve, of course, heard about hidden mini-games on messaging apps, but this work takes it much further, a full-on adventure tucked away in one of the most-used messengers. This is exactly like those classic text-based PC adventure games, which already makes this a big plus in gamers’ books. The extent, craft, and gaming artistry put into the game is exemplary. To have an environmental cause behind this effort just makes the experience all the more rewarding.
The Advertising POV
We have always seen strong WWF work and messaging across many, many platforms. This latest one, in the gaming space, is a most welcome addition. One of the key narratives in the case is the angle on becoming “friends” to engage in the conversation – which is really a rationalization of the effort being activated on a messaging platform. But it’s not only a legit clever way of explaining the WhatsApp approach, but actually also a legit crucial part of the gameplay – as inviting friends over to share in the adventure is one of the first steps you take to prepare in the adventure game (try it!). Ultimately though, as with any case that centers on a specific cause, the only result worth noting is how much this affects the stakeholders to effect the change it proposes.
What makes getting into gaming so fun these days (aside from playing the actual games, of course) is to see the lore that forms and grows out of these virtual worlds. Building and cultivating lore has almost become a prerequisite to a game’s success. Sometimes created by the developers and sometimes by the fans themselves, the lore adds so much to a game that it often surpasses the obvious depth of the game itself. Case in point, Brawl Stars. Supercelll knows exactly what it’s doing, building its deep lore: a simple, cartoony game but with complicated, mysterious, dark secrets, not too different from conspiracy theories alaX-files or even the brilliant Omega Mart installation in Las Vegas (a real world walking sim built on dark conspiracies by way of commercialism). Fans jumped in on the lore and added so much of their own (there are huge interconnected worlds of content out there), it’s all actually so bizarre and so engaging.
Starr Park CCTV is Supercell’s latest addition to the already extensive lore out there, and the technical wizardry is utterly astounding. Fans are given access to view CCTV footage from the premises of the theme park itself (that’s cool) from way back 1995 (that’s waay cool) and all in real-time generative content created from Unreal Engine (now that’s mind-blowingly cool). The attention to detail on this work is amazing, and rivals only the “Clash from the Past” work from last year (also from Supercell, surprise surprise). Both works actually tread on very similar grounds; but with Starr Park CCTV, what’s even more impressive is how it inspires communities to continually create their own user-generated content. The lore grows and there’s no stopping it anytime soon.
The Advertising POV
A brilliant case of creative marketing done right that transcends the game’s own genre expectations. The team surely knows how to have fun “playing while working.” The work is created to “reignite player engagement” as stated on the case, but actually this succeeds in bringing in even new players; because true to the lure of CCTV footage… one just can’t help but take a look! I for one am excited where they’ll be going with the lore. I guess we all just need to keep tuning in.
Closing thoughts:
Overall, a strong showing for creative gaming work this year at D&AD. Although I do think that some feel like versions of past years’ work.
I feel the maturity of the work is starting to show, and the industry is slowly veering away from the more expected, media-driven gaming work; in good Gaming X Marketing cases, creative branding still reign supreme; strategy and creativity is key.
We’re starting to see more real, authentic work winning, which is always a good thing. One of my key objectives in spreading Gaming X Marketing education is to properly commend work that’s honest (as opposed to those that take advantage of the relative newness of this category, and there were lots of these in the past.) I have always pushed for honest to goodness participation – the industry just needs more creative leads who actually play! This leads to better understanding… and then, everyone wins.
Is there merit to finally separating categories for gaming endemic vs non-gaming endemic brands? Doritos for the Yellow Pencil is such a major win for brands, only because I know how challenging it is for brands to create authentic gaming work (the hard truth is, gamers don’t need advertisers) vs gaming-endemic brands that already enjoy an engaged gaming market.
Anyway, that’s more than enough talk for now. Let’s go play some games! Game On!
ABOUT GAME ON AND THE CREATORS
Rey Tiempo is a Creative Gaming Brand Specialist. A hardcore gamer since childhood, Rey is the most awarded creative gaming marketer in Asia, with accolades from the world’s biggest creative industry award shows. A veteran creative head with over 25 years’ experience, Rey leads the Gaming and Marketing conversation in the Philippines and Asia, as Founder and Creator of “Game On”, the first and only ad industry column and portal on Gaming X Marketing. Currently playing: Stellar Blade,Multiversus, Street Fighter 6.
Dennis Nierra is Creative Director at BBDO Guerrero. Currently playing: Yakuza Like A Dragon.
PATTAYA, THAILAND — A Gaming session to kick off Asia’s most celebrated regional creative festival? That’s just one of the many firsts Game On has achieved on the ADFEST stage this year. The list also includes this being the very first time a Gaming thought leadership session has taken center stage in a major regional industry creative festival such as ADFEST; the very first session in an amazingly stacked program with guest speakers from all over the region; and the first time Gaming X Marketing has been unveiled to the Asia Pacific audience.
Gaming X Marketing at ADFEST! Game On!
Nothing beats the close-knit community vibe of ADFEST and the APAC stage debut of Game On and Gaming X Marketing, and it absolutely took a community to pull this off. True to its theme of celebrating H.I. or Human Intelligence, this celebration of Asia’s Gaming communities would not be possible without these amazing humans.
My secret weapons: Associate Creative Director and Designer Cesca Veneracion; BBDO Guerrero Creative Director, Game On ally, and dear friendDennis Nierra; my schedules overlord, Jessica Alicdan. Thank you for making sure Game On looked its best on the APAC stage.
My Game On Team-Ups team: Publicis Jimenez Basic Senior Planner Carrie Server; David & Golyat / Giantkiller Creative Lead, my forever bandmate, mentor, and dear friend James Bernardo; Dentsu Creative Associate Creative Director Malik Bernardo; FCB Manila Creative Director and Web Artist Ronie Villanueva. Thank you all for your contributions and helping me keep the Gaming X Marketing conversation going.
It was my first time back at ADFEST post-pandemic, and I am happy to report that the festival’s push for creative camaraderie across the region is stronger than ever. It was amazing to connect with fellow creative industry leads, old friends, and new friends alike. In addition to my speaker duties, I was also part of the Digital, Digital Craft, Social and Mobile Lotus jury. Thank you Edward, Hwee, Kent, Suvita, Heekyum, Kazu, Umma, and Jury President Rei, for two full days of some of the most Intelligent Human discussions and connections!
My fellow jury members of the Digital, Digital Craft, Social, and Mobile Lotus: Rei Inamoto, Founding Partner of I&CO; Umma Saini, CCO Schbang, Mumbai; Suvita Charanwong, Co-Founder & CEO Tellscore, Bangkok; yours truly; Kazuhiro Shimura, Group Creative Director Dentsu Inc, Tokyo; Kent Boswell, Creative Tech & Innovation Director The Hallway, Sydney; Hwee Peng Koh, Creative Partner Blak Labs, Singapore; Heekyung Keum, Creative Director Cheil Worldwide, Seoul; Edward Ng, Global Creative Lead Meta, Singapore
Finally, thank you to everyone who woke up bright and early to catch the 9:30 am session. My fellow delegates from the Philippines, creative heads and industry legends, media, clients and friends, guests and delegates from this region and beyond, several audience members who are hardcore gamers like me, who approached me after the session to talk about (what else?) games, and fellow speakers like Nicole Ingra of Ingra Labs and Rich Akers of Mash Brands. It’s quite impossible to name each one, but I saw all of you onstage, it was beautiful.
Of course, thank you to Joey and Bean, my forever co-op players.
Gaming X Marketing has taken to the road; see you all out there, friends!
ABOUT THE CREATORS
Rey Tiempo is a Creative Gaming Brand Specialist. A hardcore gamer since childhood, Rey is the most awarded creative gaming marketer in Asia, with accolades from the world’s biggest creative industry award shows. A veteran creative head with over 25 years’ experience, Rey leads the Gaming and Marketing conversation in the Philippines and Asia, as Founder and Creator of “Game On,” the first and only ad industry column and portal on Gaming X Marketing. Currently playing: Rise of the Ronin, Stellar Blade.
Dennis Nierra is Creative Director at BBDO Guerrero. Currently playing: Yakuza Like A Dragon.
MANILA, PHILIPPINES — As we officially begin the award season for advertising this year, and more and more shows are adding dedicated Gaming categories to their lineups, Game On captain Rey Tiempo sets his sights on recent Gaming X Marketing works to keep an eye on – for better or for worse. In the latest Achievement Unlocked story, Rey looks back on four campaigns that caught his attention this season, and what they did right and wrong from his distinct gamer and advertising POVs.
The industry awards season is in full swing! And with it, the promise of groundbreaking new creative work that will be setting the benchmark for the industry (at least for the rest of the year.)
And of course, here at Game On, of particular interest are the Gaming categories across the industry’s biggest shows: Spikes Asia, with the debut of Gaming Spikes, as well as the inclusion of New Realities, Emerging Tech, virtual worlds and innovation in other categories.
The rest of the creative community will continue recognizing excellence in creative Gaming work, with the ADC Awards debuting its own Gaming category, and the evolution of existing Gaming categories in D&AD, The One Show, and of course the Cannes Lions’ Entertainment in Gaming, entering its second year.
What a time for Gaming X Marketing!
As always with Achievement Unlocked, we will be looking at Creative Gaming work and dissecting them through the Gaming lens as well as the Advertising lens.
Check out the previous work featured in Achievement Unlocked, here:
Let me take a wild guess: there are legit hardcore PC gamers in this team, yes? The work very much speaks for itself, from the gamer side of things. To combat what they’ve identified as “gaming headaches,” Advil releases “Head Settings,” or a series of suggested detailed customization tweaks for PC games.
The brand has painstakingly crafted unique settings for each of the most popular gaming genres – meaning, there are recommended tweaks to avoid headaches specific to role-playing games, to third-person shooters, to first-person shooters, to sports games, to racing games, etc. Advil seeks to connect with the audience that clearly benefits from its product (no gamer wants a headache while playing), and it pays off in an authentic way.
The campaign clearly shows that Advil knows its market really well. These detailed settings are exactly what PC gamers live for. Hardcore gamers know this: a big part of the PC gaming experience is the endless customization options per game, per device, per graphics card used, per CPU load – it goes on and on! I often refer to it as a “mini-game” of sorts, to get the PC game even running on your system.
These “Head Settings” are just another set of optional tweaks, but while recommended optimization is usually needed for games to run better (especially for those who want to play competitively), this time it’s for the very specific purpose of avoiding headaches. Brilliant!
The Advertising POV:
The use of experts, both from the medical as well as the gaming side, is spot on and they’re believable enough as credible resources. The main site explains the idea very clearly, and is also the main source of information for this effort, where you can download the settings, and even some useful tips on improving your gaming environment. And from the press pickups, especially in the gaming side, we do get the sense that the community really has taken this on. The amusing explainer video is great for now and does its job well.
But what I am really looking forward to is how they will tell the complete story, together with the results and the impact it has created for the market as well as for the brand. Because as much as this is a fun effort that targeted the PC gaming audience head-on (yup!), the objective should be to prove that the settings really DO work (research and lots of actual testimonials), that the settings really do prevent gaming headaches, and in each of the gaming genres they’ve identified (otherwise, why bother with unique settings?). Ultimately, the results would reflect heavily on the brand’s efficacy.
KFC X Street Fighter 6
The Gaming POV:
I am a huge Street Fighter fan, and I do not tire of saying that every chance I get. I have been playing since the World Warrior days. I grew up in the arcades. I collect arcade sticks and special fighting game controllers. I (try to) play in tournaments. I have seen the fighting game community rise from the early days of Evo, the explosion during the Street Fighter IV days, the maturity of the Street Fighter V era, and now with the series’ latest, the blossoming of Street Fighter 6. I have written extensively how this newest version of the series is by far the most innovative and exciting, with new features and new game modes that are fast becoming the standards in the genre.
And yes, of course, I have been watching and monitoring closely the Gaming X Marketing opportunities in the game since it came out last year. We have witnessed the Chipotle and Onitsuka Tiger partnerships in the form of promos and some in-game items — all official tie-ups, which I imagine took a considerable amount of resources to pull off. But I was continually on the lookout for something more, something creatively new. So when I saw this effort by KFC, I was intrigued and genuinely excited. But honestly… It left me confused.
First off, using a game’s “create a character” feature to mimic a brand icon, has honestly been done before, and has been done a lot. We’ve seen Wendy’s do this in Fortnite (a Cannes Lions Grand Prix winner), then we’ve seen them do it again in Super Wendy’s world, where the brand’s icon was recreated in various other video game worlds. We’ve also seen lots of other creative gaming work where popular real world characters were recreated in sports games. So seeing the Colonel as another custom character is honestly nothing special. It is also confusing to read some of the press releases, especially the ones that make it appear as if the Colonel has officially joined the Street Fighter 6 roster, which is simply misleading. Created characters are like your avatars in the game, usable only in some one player modes, and definitely not in the main competitive mode with the official roster of playable characters.
It gets more confusing when the brand started talking about executing combos. When creating characters in this game, you will get a choice of which Street Fighter 6 character moves you can assign. So which character’s combos exactly is the brand talking about? And which type of control scheme?
Street Fighter 6 introduced Modern controls, where the inputs are simplified, and where combos are easier to pull off. If the team behind it is talking about that, then that would have offered a far simpler challenge to players, and they would have given so many free gift cards. I have so many questions, and unfortunately, not a lot of answers out there.
But perhaps the most puzzling thing for me, is that I have not heard of this effort outside the PRs, definitely not within the game itself and nothing in the communities; quite bizarre especially for me, who has not stopped playing the game since its launch.
The Advertising POV:
Let it not be said that puns do not have a place in the current creative advertising landscape. Sometimes, when done in different platforms, they may come out as something – gasp – new. In this case, the “recipe” for creating a character becomes the vehicle to recreate an icon known for creating its own iconic “recipes.” And the “combos” executed to pummel your opponents in fighting games become your gateway to enjoy mouthwatering “combo” meals in the real world. It’s all in good fun, and mostly it works, just for the sheer silliness of seeing the Colonel in this environment. As a small one-off promo meant to entice players of this game to fill their stomachs by exerting a bit of effort, it does the job.
I am watching the story of this campaign through the case film, from the numerous pickups and industry coverage. And immediately, I can see the brand running into one of the most common challenges in trying to present and explain a gaming case – resorting to sweeping generalizations to highlight the importance of a certain point. It claims “gamers’ most valuable possessions are their skins.” Which is simply not true for all gamers (certainly not true for me and those in my communities; my most valuable possessions are my arcade sticks, for example.)
These sweeping generalizations really only come from (most) marketers’ basic misunderstanding of gaming and gamers – that “gaming” is one homogenous whole, and that “gamers” is one homogenous demographic. This cannot be farther from reality: there are diverse sets of gamers, communities, interests, motivations, as there are games, game genres, peripheral interests, etc. It simply does not do the gaming population justice to lump all of us together in one convenient sentence. That being the case, let’s still give this one a chance, and try to view it from the gamers who do value their skins the most.
They present an interesting analogy: that in-game skins are as precious as skin in real life, particularly for burn victims who are suffering the real world horrors of needing skin transplants. And that “donating skin” in games can be somehow equated to “donating skin” in real life. Admittedly, I am struggling to find the right emotions to connect the different usages of “skin.” The main problem lies here: the “value” of owning skins in video games involves a totally different motivation, background, circumstances and yes most especially a different set of emotions, compared to the “value” of skins in real life, especially used in the grim context being presented in the case.
While at first, real world similarities might lead to seemingly great ideas when executed in gaming (and some great cases are out there), it is vastly more important to first understand the authentic gaming-endemic nuances behind such similarities. And all it takes is real, honest-to-goodness participation: just play the games, immerse yourselves in the communities. And then eventually, you’ll find out – they’re not similarities in the first place.
Advertising POV:
See previous work mentioned, on using puns in gaming. Unfortunately, not all puns can work as we intend it to, especially if the emotions involved are completely different. The campaign did seem to do its job of raising awareness, considering all the other peripheral materials around the central gaming work. And while efforts to support victims are definitely worthy causes for the brand, and this does still feel like a win, I feel there are much better-suited platforms to more effectively reach the objectives presented.
Absolutely brilliant. Exactly the kind of Gaming X Marketing work that excites, stuns, leaves gamers like me in awe. It gets all the emotions right. Extremely on point, with the described gamer demographic experience. Relevant and timely. Culture-changing work. I am excited to start seeing this implemented in the myriad of games I am and will be playing. Congratulations to the creative team behind this campaign.
The Advertising POV:
It’s a winner. Thank you for doing this, Dove.
ABOUT GAME ON AND THE CREATORS
Rey Tiempo is the most awarded creative gaming brand marketer in Asia, with accolades from the world’s biggest award shows. A hardcore gamer since childhood, Rey is quite possibly the industry’s biggest gamer. A veteran creative head with over 25 years’ experience, Rey founded and created “Game On” the first and only industry column of its kind with original content on Gaming X Marketing, the increasingly rich interplay between gaming and creative marketing.
Rey preaches his motto “Playing while working” while leading industry talks on tech and the future of creative marketing in gaming. Currently playing: Foamstars, Helldivers 2, Pacific Drive.
Column artwork by Dennis Nierra, Creative Director at BBDO Guerrero. Currently playing: Diablo IV.
MANILA, PHILIPPINES — As is custom in the Game On world, video game connoisseur Rey Tiempo looks back on the previous year, through the lens of his 2023 hard drives filled with photos from his in-game adventures, and real-world events. Through these snapshots, Rey takes a look on how the worlds of gaming and marketing have intersected once again, and what it means for the future of gaming advertising and the industry as a whole.
By now, we have certainly seen our fair share of year-in-review lists flooding our feeds, both from the gaming side (I must have watched tons of “Game of the Year” videos, all varied takes on the best 2023 games, but ultimately lots of commonalities) and the advertising side (conversely, there are as many “best ads of 2023” as there are “best of” lists, interesting.)
As with everything here on Game On, this retrospective will be an exclusive take from the lens of Gaming X Marketing. And as I did last year, I will do this by accessing my devices’ hard drives for screengrabs, both from the virtual worlds I have immersed myself in, as well as from the real-world events that shaped the Gaming X Marketing landscape.
So as I start filling my hard drives this year with what 2024 has to offer (I am already looking forward to the new “Prince of Persia” game and the remastered version of “The Last of Us 2”), let’s dive right in and press the Capture / Share / PrtSc on the year that was: 2023!
*All images / screengrabs/ captures from: PlayStation 5, Xbox Series X, Nintendo Switch, PC, Steam Deck, Lenovo Legion Go, Apple iPhone / iPad. I will try to keep everything as spoiler-free as possible!
Hi-Fi Rush
Tango Gameworks, the Japanese developer formerly led by Shinji Mikami (one of my personal creative heroes), has been known for creating some of the darkest action horror games (one of them, “Ghostwire:Tokyo” was actually my Game of the Year last year.) So when this title got shadow-dropped (meaning: got announced and released the very same day, without any prior advertisements) on Game Pass last January 2023, it was like Christmas and New Year all over again for fans of the developer.
What we got, though, was entirely different… and I loved it! It garnered enough critical acclaim to actually get a Game of the Year nomination at The Game Awards. The game is absolutely the furthest thing from anything Tango Gameworks had ever done – a rhythm game that is also an intense hack and slash action adventure game with an immensely unique premise, groundbreaking mechanics for a music game (your character executes combos from riffs created by smashing your guitar), and visuals that are simple and striking. Hey, it’s got a cat with a Metallica-ish collar, what more can I ask for? But hidden under this seemingly very simple scenario is a lesson for all creatives and marketers alike: be uncomfortable!
Get out of your comfort zones, and it will do you wonders. This title, along with other Game Pass-only or Game Pass-first titles mentioned here, also continues to make a strong case for Xbox’s subscription service. And a strong case for Xbox really being the platform that democratizes gaming, well into the future.
Tears of the Kingdom
I belong to a Zelda household. No, we don’t live in intricate puzzle dungeons that need solving (although sometimes, I do feel like Link when I’m cooking in the kitchen – I always end up with Dubious Food.) I meant, we are big, very big (did I say big?) fans of the Legend of Zelda. 2017’s “Breath of the Wild” was brilliant beyond anything that had been done at that point. So for its sequel, 2023’s “Tears of the Kingdom,” we expected nothing less – and of course, it did not disappoint.
The game builds on everything that “Breath of the Wild” had, and then expands, improves, and/or explodes it in every way possible. It is pure genius; no other game hones, encourages, celebrates creativity like this. I have said it before, and I will say it again: if you are a creative marketer, or if you’re even just someone working in any creative field, this is a must-experience.
It trains you to think laterally. There’s no one solution to the challenges; as long as you do your own thing and commit to it, then you’ll eventually arrive at the answers. It’s also very social; there are never ending communities still talking and gushing over and debating over minute details of the game (and, I imagine, for years to come.)
A brilliant quote taken from one of the posts in the communities: “It doesn’t matter how you get there, but if you do get there, then you did something right.” I can obviously go on and on, and yes it is our Game of the Year (not even remotely close, “Baldur’s Gate 3” – sorry, fans).
Super Mario Bros. Wonder
The newest Super Mario game in the franchise goes back to its traditional side-scrolling platforming format – a treat for us long-time fans.
But also, scratch that; it has so many new, updated tricks up its sleeve that even my young daughter has taken to it so naturally. And for that, I would recommend playing it co-op (my daughter is already way better than me; sigh, youth reflexes.) This game is just pure joy to play, and a worthy new installment to the side-scrolling Mario titles.
Also important to note: this came out in the same release window as some of the biggest titles in 2023: “Assassin’s Creed Mirage,” “Forza Motorsport,” the new Sonic game, the new Hellboy game (which I totally love), “Spider-man 2,” “Ghostrunner 2,” “Alan Wake 2” (more on this later), “Cocoon” (more on this too). That’s one stacked month! It is definitely crazy how we are getting all of these quality content in just a span of a few weeks. Apologies to our backlogs!
Street Fighter 6
On last year’s list, I was eagerly looking forward to this 2023 release, the latest installment to the long-running fighting game franchise of which I am a huge fan. Capcom learned a lot from the rocky “Street Fighter V” launch in 2016; this proper follow-up did just about everything that the previous one did not.
Launching with full-on content even by today’s game standards, “Street Fighter 6” boasts of not just one, but actually three different games in one! The standard Versus fighting mode is still the benchmark of the fighting game community, and still the platform by which this title is being played in the biggest esports arenas around the world. World Tour is a single player mode that lets you create your very own character and avatar, assign your favorite Street Fighter moves (yes that’s me with Guile’s moves), and embark on an open world adventure encountering other Street Fighter characters in the universe.
The personalization is unprecedented and unheard-of for any Street Fighter game, ever. Meanwhile, Battle Hub is the most interesting mode for me, and the literal game changer in fighting games – you can use your avatar to play and interact with other avatars online, in a big arcade stadium. It perfectly recreates the experience of going to the arcades back in the ’90s, lining up for your turn, interacting with other players, learning tips and tricks, and maybe even some side-gossip – but all done in a virtual arcade setting now. It is insane! And insanely meta as well!
Imagine this: your avatar character will interact with another avatar (created by someone in the real world); your characters will then sit down and play an arcade game of Street Fighter where they will, in turn, choose characters to fight against each other. Get it? The Street Fighter match now playing is actually twice removed from reality. Mind = blown.
Still, probably one of the most significant features of this latest Street Fighter title is its openness to embracing the branded metaverse experience. During its initial launch window alone, we had been treated to collaborations with Onitsuka Tiger and Chipotle, and more on the way. The capability is really only limited to the creativity of marketers out there. I am looking at you, brands and creatives!
Alan Wake 2
“Tears of the Kingdom” is my heart’s Game of the Year; but “Alan Wake 2” is my brain’s Game of the Year. Because this game (is it even a game??) is as cerebral as it gets, and for the survival horror / mind-bending, meta-provoking / spiritual, religious lover in me, it is absolute perfection.
How to even start talking about “Alan Wake 2”? I will try my best, and I know I will still fail. I will probably devote an entire Game On piece dedicated to “Alan Wake 2.”
Right now, all I can say is if you are a writer or a creator who loves fiction and who believes that imagination and creativity are the building blocks of the universe; who believes that your work has the power to literally change things around you, change the people, change the world, change the universe; who believes that stories are the foundation of our very existence; who believes that art and magic are indistinguishable from each other; who insists that darkness is necessary, if only to celebrate the light; and who, once in a while, still enjoys your survival horror action, only amped up to maybe a hundred – then this is most definitely for you.
That the visuals are stunningly next gen, that the action is fluid, the puzzles are top-notch, and yes the presence of THAT ONE SCENE is probably the best gaming moment in 2023 (you will know it when you’re there) are really just icing on this very multi-layered cake. Creative Director Sam Lake (who appears in the game as himself, playing a character the writer protagonist Alan Wake wrote, which is a character he wrote – confused yet?) along with this whole team at Remedy Entertainment, are absolute crazy geniuses.
Cocoon
Hooray for indie games and indie developers and their constant push to break boundaries. As one of the most pleasant surprises in 2023, this game is from the same designer as previous similarly acclaimed indie work “Inside” (which is probably one of my all-time favorite games.) With its gorgeous and captivating art style, presentation, and intriguing world, it’s one of the current games I can truly recommend, for those who are very new to gaming, or those who just want to jump right back and are curious about how intelligent gaming has become. Yes, intelligent!
That’s because it’s one of the very few games that does not look down on its audience’s capabilities to grasp and understand mechanics. There are no tutorial levels here, no handholding of any kind – you will discover what you need to do as you go along, all using just ONE action button. Throughout the experience, I kept asking myself over and over “How can something so simple be so complex???” It won The Game Awards’ Best Independent Game. No objections here!
Cannes Lions Gaming
Screenshots from the real world! 2023 was a landmark year for Gaming X Marketing, as the Cannes Lions Festival Creativity, the benchmark for global creative excellence in the advertising industry, finally launched its very own category dedicated to Gaming! I was fortunate enough to attend, document, and cover the festival extensively (view my coverage here) as Press, and especially as Game On captain!
I have a long history with Cannes and gaming, and a somewhat amusing tale how the industry has led me down the path of a creative gaming marketer (I’ve told the story in a previous Game On here). For a Year One category, there were already some really standout cases, and some very mature takes on gaming culture – this was largely because gaming work has already been winning in previous years, but in other categories, as a dedicated Gaming category did not exist yet!
While long overdue, the Cannes Lions’ move to finally put a spotlight on the creative gaming space is pivotal for the industry, as gaming continues to grow to unprecedented engagement and with it, the inevitable creative possibilities! It will all be very interesting as we move on to this year, with Spikes Asia’s turn to launch its own dedicated Gaming category. As more and more industry award shows start to put focus on the impact and creative marketing opportunities in gaming, you can be sure that Game On will be there every step of the way, chronicling and celebrating as only a hardcore gamer and a hardcore advertiser can.
And of course, I will be Playing while Working (ah, the Steam Deck, a worthy companion to these award show travels!)
London International Awards
I was back at the London International Awards, covering the Creativity in the Metaverse category on its second year. It’s always interesting how the most prestigious industry award shows all have different takes on gaming work; for LIA, there isn’t (yet) a dedicated category, but we’ve seen gaming and gaming-inspired work entered and winning in the Creativity in the Metaverse category – more on this as we see and document its evolution.
But what I have always loved about the LIA is its sense of inclusivity, how they’ve always welcomed young creatives and Press in the same room as the jury as they deliberate. No walls, no filters, nothing between the observers and the juries’ valuable insights on the work. Its Creative LIAisons program is undoubtedly one of the best young creatives’ programs in the world. The LIA judging week has always felt very human – a welcome contrast to crazy and ridiculously excessive Las Vegas where it is usually held.
Gaming X Marketing
2023 was all about spreading the word on Gaming X Marketing. Hosting and moderating the first-ever Gaming track for the Digital Marketing Association of the Philippines’ (DMAP) DigiMax; having my own Marcel class on Gaming and Brands (Marcel is Publicis’ custom-made AI platform that connects all of its people worldwide); leading the session on Cannes-worthy gaming work for a Global Content Summit; being invited to inspire gamers and creatives for the Oddefy Agency; connecting and speaking the same gamer language with neurodivergent creatives at The Misfits Camp; being a part of the Kidlat Awards’ first-ever jury on Gaming; and leading clients and brands in various gaming opportunity workshops across Manila.
Whew! Next up: Gaming X Marketing in 2024. Watch this space!
The Lenovo Legion Go
One year after the release of Valve’s Steam Deck (revolutionizing the handheld gaming PC experience forever) worthy competitors like Lenovo and ROG started dipping their hands into this very niche market. It is to be expected – the technology is far from being imitation-proof. Surprisingly, it’s the user experience that actually spells the difference between these devices.
I was deliberating on getting a Windows-based device (I still enjoy the portability and ease of use of my Steam Deck, but admit on struggling with its Linux/ Steam OS-only limitations), and while the ROG Ally does boast of some really exciting specs for a Windows handheld, I instead went with Lenovo’s beast of a machine, the Legion Go. Its screen size is by far the biggest among the three, and possibly its single-most winning feature (someone in the forums called it ‘perfect for my dad-eyes’ and I agree!)
But that’s not all, it is the only one with a refresh rate of 144Hz and the only one with QHD resolution (ok ok, I may be going into PC nerdy area here for some, but these just mean the screen is clearest and fastest.) It has this unique FPS mode feature where the right detachable controller turns into a mouse for better control of First Person Shooting games (screencaps here are some of the first I’ve taken through the Legion Go.)
Of course, it is still essentially a Windows PC, so you are pretty much left to the forums and tutorials on how to best maximize the settings, where to download drivers, etc etc. But if set up just right, this machine is the best handheld PC out, right now. This year, what new innovations will the new players bring to this market?
The Year of Awesome Remakes
“Dead Space Remake.” “Resident Evil 4 Remake.” “Super Mario RPG Remake.” “Metroid Prime Remastered.” Classic games, now re-presented and re-packaged for newer generations of players to experience. All of the original versions of these games are all-time favorites (and the very reason why they were considered to be remade in the first place) but these newer, sleeker versions, with updated graphics and control schemes, have actually improved on the originals; it’s almost like sacrilege, but the developers have managed to do it — especially on the brilliant “Resident Evil 4 Remake” (better in almost all aspects from the original, which was already S+ tier anyway!).
Remakes, when done right, rake in not only the revenues, but expand their already dedicated fanbases and communities.
The Future is Creative
I was lured back into “Fortnite” because of its recent collaboration with Lego, which I thought was a no-brainer. Instead, I found myself playing and exploring its other game modes using a free Alan Wake skin (thanks Epic Games!). It is a giant of a game now (it’s more like a platform really), literally a playground of Gaming X Marketing creative possibilities; a healthy, fully-engaged community, with its own social, ecommerce, and the closest thing we can get to experiencing an actual living, breathing metaverse experience (and we don’t even need those headsets.)
The same is happening in the Roblox universe, another platform that encourages openness, interaction and creativity, albeit in totally different packaging and aesthetics. Their huge focus in the coming months is on advertising, as they’ve started to work ever more closely with brand partnerships (we’ve seen tourism campaigns, supermarket chain activations, and yes even the biggest brand in rock, Metallica was there at one point, launching their new album!). Roblox lets users create virtually ANY experience – imagination is the only limit. It’s another Gaming X Marketing gold mine, and I am paying close attention to the growth of these two already-massive creative platforms.
And there you have it, the year 2023 in screenshots. But of course, this represents a mere snapshot of how truly outstanding 2023 was for gaming; one of the standout years in terms of both quantity and quality in content. There simply is no shortage of excellent gaming experiences out there, just waiting for you to discover and enjoy (as I’ve always said: participation, participation, participation is key.) Here’s to having your own awesome list this coming year, and to having more fun “playing while working!”
Let’s-a-go, 2024!
About Game On
Game On is the first and only industry column of its kind, with exclusive content on Gaming X Marketing, the increasingly rich interplay between gaming and creative marketing. Created by Rey Tiempo: creative gaming brand specialist, content creator, entrepreneur. Rey has led teams to multi award-winning work in the industry’s biggest networks. He preaches “playing while working” when leading industry discourse on tech, gaming, and the future of creative marketing. Currently playing (while working): Street Fighter 6, The Finals, Super Mario Bros Wonder (co-op with daughter).
Column artwork by Dennis Nierra, Creative Director at BBDO Guerrero. Currently playing: Diablo IV.
MANILA, PHILIPPINES — Game On captain Rey Tiempo welcomes the new year with a new column and contributor joining the team, strengthening the gaming community’s headquarters in adobo Magazine. In this first piece for “Team Ups,” Rey introduces Carrie Server as a new teammate, and Carrie serves up an exclusive interview featuring an expert in the field of gaming and marketing, Blue Paras.
Rey shared, “Game On is growing! After almost two years here in our corner arcade, sharing tips and tricks, chronicling the growth of Gaming X Marketing, and yes ‘playing while working’ – we are expanding!”
As first stated in Game On, Stage 01, back in 2022: “Gamers instinctively help each other out.”
“No words ring more true this year, as Team Ups will be a new segment where we shall feature content from invited guest contributors who are fellow gaming experts in the industry,” he added.
“Carrie is a Senior Planner at Publicis JimenezBasic. One of the very few pure, gaming-bred strategic planners in the local advertising industry today. She’s mostly active in the League of Legends and Valorant spaces, but mostly… I am just happy and honored to have her onboard! Her first piece is an interview with a gaming marketer veteran. Let’s-a-go, Carrie!” Rey enthused.
Below is Carrie’s debut piece for Game On:
Choo choo! All aboard the gaming train!
Gaming has come a loooong way.
People see that it isn’t the domain of the Loser Recluse stereotype they have in their heads, and want to get in on the action!
When it comes to gaming itself, you can just pick up any game, play it as casually as you want and you’re already in. But when it comes to marketing – picking it up isn’t as simple.
Today, we bring you something to help make more sense of how advertising and gaming can duo queue in the marketing scene.
Cuppy has joined the lobby
Blue “Cuppy” Paras is a seasoned marketer in the gaming space, and he was kind enough share some insights from a long-time marketing gamer.
Blue has worked with the likes of Tier One, NAOS Esports, and Rumble Royale to grow their communities, build meaningful partnerships, and mount events. His love for gaming started long before his professional career, through his lola playing Bomberman with him.
At an early age, he found himself falling in love with the social aspect of gaming. Blue would often find himself in internet cafes trying to improve his skill at League of Legends while making friends: “A core memory I have from my comp shop days was when I had this really good Fizz game and people were crowding around me to watch me play. We lost the game, but after people came up to me and said they liked how I played, we became friends.”
Photo of Blue with his Grandmother and Siblings
This carried on to his college years where he would focus mostly on playing League of Legends since that was the popular MOBA (multiplayer online battle arena) at most internet cafes.
Gaming is not a trend
Gaming has been around for years and years, but the way we know gaming today is very different from how it was in the ’90s.
“I remember when esports began growing, people would have five-man pubstomp in comp shops to make a name for themselves, but it’s not like that anymore,” Blue shared. “Pubstomping” refers to the practice of organizing a team of friends and joining a public game server with the intent of utterly destroying less-organized random players.
When gaming was “new”, people saw it as a dorky hobby for people who never left their rooms, or lived and breathed the sweaty musk of internet cafes. Nowadays, it has a much more accessible vibe, making it the “new” thing for marketers.
The issue with the mindset a lot of marketers have when coming into the gaming space is that they want to be in the gaming space because it’s “cool” — and therefore has big business potential. But if you treat gaming like the next trend to hop on, your marketing will fail you. Gamers don’t feel like they need brands to enjoy gaming since they never needed us before.
The pro strats
So, the question now is how do we get brands and gamers to really connect? Blue shared three key moments in his career that stayed with him and can hopefully inspire us in advertising in the gaming space.
Know the culture
Blue shared how working with the international fighting game event Rev Major was such a fun project because it humbled him. While he excels in MOBAs and does his best to keep up with other games, he isn’t as immersed in the fighting game community. To make sure his team’s work was good, he made it a point to sit down and talk to fighting game enjoyers, which unearthed the Melty Blood bathroom meme that is enjoyed within their community. This meme became the big idea for their booth and attracted many of the con goers.
Because a running gag within the fighting community was that Melty Blood wasn’t a popular enough game to dedicate main floor space to within an event, players would have to settle for improvised playing areas like bathrooms. Blue and the Rumble Royale team ran with the joke, and players soon found themselves playing the game in a booth set up to resemble a bathroom, crude wall scrawls and all.
“The fighting game community is made up of really loyal and passionate people. Understanding the game and the gamers is key,” Blue said. “You can’t go into things without knowing about the communities because they can sniff out when you’re being fake and not genuine.”
2. Bring something new
“Have you ever had a time in your career where you felt like you’ve made it? Like your inner child can’t believe you’ve gotten this far? That was Tokyo Game Show for me – traveling for work? So cool.”
The gaming space is always evolving, and what might be small right now might be the big thing tomorrow. It’s important to keep updated on the latest in gaming and to bring the latest in gaming to where you’re at.
Going to the Tokyo Game Show was an opportunity for Blue and the Rumble Royale team to bring something new to the Philippines because Japanese games tend to be gatekept within the local market. Networking was key for the Rumble team during this event so that they could keep in contact with Japanese IPs and find opportunities to localize and grow the gaming ecosystem of the Philippines.
“Keeping yourself open to new experiences and looking for new ways to make gaming exciting is a great place to be especially if you want to become a thought leader,” Blue shared.
3. Talk to gamers
Lastly, it’s important that you just talk to gamers.
You don’t even need to be one yourself. You don’t need to get every inside joke or every meme to be able to connect with them genuinely. You just have to listen to them, because gamers are so vocal when it comes to what they want.
Blue’s community skills go back all the way to his teen years, where he helped foster the MapleStory community in its early days. One of his latest successes was being able to spearhead the NAOS Community Nights where he and his teammates heard their community talk about holding scrims (scrimmages). Blue found that being able to host these on a regular basis and invite community members to cast and help out made their community feel special. It made them feel supported and heard – giving NAOS a lasting relationship with their regulars.
GG go next
And if you’ll only remember one thing from this. Just remember gaming is bigger than all of us.
When it comes to the culture or what works we all have to put aside our egos, listen to the communities, and keep things fun.
And with that we ended the interview and GG go next!
About the Author
Carrie “Curry” Server is a Senior Brand Planner in Publicis JimenezBasic. She also peaked ASC1 in Valorant, is a retired Junkrat enjoyer, and worked with Garena in marketing Call of Duty: Mobile.
About Game On
Game On is the first and only industry column of its kind, with exclusive content on Gaming X Marketing, the increasingly rich interplay between gaming and creative marketing. Created by Rey Tiempo: gaming expert, creative brand specialist, content creator, entrepreneur. Rey has led teams to award-winning creative and effective work in the industry’s biggest networks. He preaches “playing while working” when leading industry discourse on tech, gaming, and the future of creative marketing. Currently playing (while working): Street Fighter 6, Super Mario Bros Wonder (co-op with daughter). Just finished: the brilliant Alan Wake 2.
Column artwork by Dennis Nierra, Creative Director at BBDO Guerrero. Currently playing: Diablo IV.
