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Notes from the field.
Opinions we can defend.
Things marketing directors keep asking.
What we wish someone had told us in 2013.
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Numbers
How much does a gaming activation cost in Australia? 2026 benchmarks
What a gaming first test can look like for your brand. Real budget ranges, timeline guides, and 5 of the newest formats every marketer should know.
The short version
- Gaming has 5 formats really popping off for brands right now: in-game display, creator and streamer partnerships, branded mini-games and playable ads, Roblox and Fortnite branded maps, live activations, and full game partnerships. Costs start as little as $10k and can climb into the millions as marketers' ambitions build off the results.
- First tests typically start at $50k, but budgets don't always restrict options in gaming. Non-cash brand value can unlock partnerships money alone can't, if the strategy and execution are right.
- The brands winning right now are the ones making themselves the hero of the format, not a passenger in it. That's where the attention lift and the campaign lift both live.
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Takes
Live streams are shoot days. The reframe smart brands have made.
Well produced live-streams are becoming brands big content shoot. Here's how the smart brands are getting six weeks of campaign out of one live moment.
6 min read
Frameworks
Most gaming activation briefs get one thing wrong. Here's the fix.
Three questions we've never had a bad campaign start with. If the answer to any of them is missing, the campaign's going to underperform.
6 min read