BRANDS IN GAMES – A NEW PLAYGROUND IN BRAND DEVELOPMENT
July 29th 2020 / 3.30 - 5 pm
Gaming is the most underrated megatrend. With an industry turnover of 183 billion US dollars in 2019, the games industry has become a constant in economic terms. In comparison: The music industry has a turnover of just 16 billion US dollars. How does a brand become relevant in the gaming world?
The over 2.2 billion users worldwide have become influential trendsetters. With completely new revenue models, the games industry is revolutionizing the relationship with its users and is thus becoming the pace-setter for other industries. Gaming will have a particularly strong impact on the brand world. Recognising the effects and potential of games at an early stage will be critical to the success of brand managers. It is essential to reach this enormously influential target group early and to keep them on the game permanently.
Strichpunkt has been the branding lead agency of the DFB (German Football Association) for over 4 years and is responsible for the implementation and management of new and existing brands. With the eFootball brand and the associated eNationalteam and ePokal brands, the DFB aims to develop the fast-growing gaming business field and has created a strategic and visual flagship together with Strichpunkt. On July 29th 2020 at 3:30 pm, together with Holger Merk, Senior Head of Strategic Marketing, DFB, we will provide exciting insights on the topic "Brands In Games - A New Playground In Brand Development".
What do we want to convey in the 90 minute livestream?
- Numbers, dates, facts: Introducing the world of games.
- What makes gaming so interesting?
- Gaming as a unique selling point in brand strategies.
- An excursion into the games ecosystem: Of Twitch, Steam and other giants.
- What can we learn from Game Development? Gamification vs Games as a Medium.
- Case Study: How the DFB developed its eFootball brands and established them in the gaming scene.
- Q&A: Of course there will be enough time to answer your questions.
This livestream is not exclusively for soccer fans! You should definitely take part if...
- you are a newbie looking for an introduction to the world of gaming.
- you want to know how brands are built up in the gaming environment and how they establish relevance.
- you as a brand manager and strategist are looking for THE unique selling proposition for your brand.
Holger Merk is Senior Head of Strategic Marketing at DFB GmbH. Here he is responsible for the DFB's brand management and product management. The brand management includes all DFB brands such as DIE MANNSCHAFT or DFB-Pokal, but also the 3rd league and the eFOOTBALL brand world as well as FUSSBALL.de, the digital home of German amateur football. Product management includes the (further) development of existing and potential business areas in the fields of media rights, sponsoring, merchandising & licenses as well as ticketing & hospitality.
Markus Dunke manages the Strichpunkt Studio in Stuttgart and is a member of the management Markus has completed many professional stations abroad during his career: London, Shanghai, Beijing, New York. Markus develops, supports and advises brands and sees the gaming interface as an essential building block for future brand success.
Dr. Andreas Stiegler works as Creative Technologist at Strichpunkt. In his role he is engaged in the fusion of know-how from branding and design as well as game development and AI. With a PhD in Game-AI, he is dedicated not only to technological integration, but also to creative topics. A good match as Strichpunkt already works intensively with technologies from game development (Virtual Reality, Artificial Intelligence, ...) - but also with 'soft' topics such as game design, community management, esports and more. In addition, Dr. Andreas Stiegler is a lecturer for Game Physics and Game AI at the Hochschule der Medien in Stuttgart.
As project manager at Strichpunkt, Leon Bauer is responsible for the DFB, among others. For several years now, he has managed all projects at the agency's Berlin location as the DFB's branding lead agency. This includes both the further development of existing brands and the development of new brands such as DFB eFootball as well as the application of the corporate design to various analogue and digital touchpoints. When it comes to the fun and love of (analogue and digital) football, the lines between professional and private life become blurred.
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