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Putting on a Game Face: How Luxury Brands Found Success in Gaming & Esports (Radio Interview)

Posted Jul 29, 2021

This month, Tom Simpson, AdColony’s Senior Vice President of the APAC region, sat down with the radio presenters of CNA938 Money Mind to talk about how luxury brands have successfully targeted HNWI (High Net Worth Individuals) through gaming and esports. They also touched on some of the considerations and opportunities that brands can tap on when it comes to in-game advertising.

With gaming and esports taking a position of wider appeal across APAC, luxury brands (notably luxury fashion brands) are increasingly capitalizing on this opportunity. Some notable collaborations include Balenciaga introducing its 2021 Fashion Week Collection on Afterworld, Louis Vuitton’s prestige skins for 2019’s League of Legends World Championship Finals, or even Gucci’s limited edition watches in collaboration with esports organization, Fnatic. 

In recent years, the value of the gaming audience has become much better understood by luxury brands. The old misconception about gamers being almost exclusively young males with low-to-average disposable income is being demolished. The fact is, brands can reach almost any type of demographic through the medium of games, and this has been jumped on by brands in a variety of sectors, including luxury, food & beverage, and more! 

Check out Tom’s full interview for more insights:

About CNA938

CNA938 is Singapore’s dedicated news and information radio station for PMEBs (Professionals, Managers, Executives, and Businessmen) who want to be kept abreast with the latest at all times. CNA938 features breaking news, current affairs, business, and financial news, and consumer trends. Their content is curated and delivered by a team of presenters and producers backed by more than 20 years of journalistic excellence.

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