On the panel, Woodruff and marketers from Pepsi, Coty, and Mondelēz all revealed how they've made sure their video game-related investments pay off.Pepsi is an old hand at advertising in video games, having done so since 2008, said Paul Mascali, the company's head of esports and gaming. Pepsi is coming off a busy fourth quarter, with three national promotions that tied into video games, and the company makes sure to center its activations around in-game rewards and content.
Woodruff said brands shouldn't panic if that happens."It gave us the opportunity to make it right," Woodruff said."So it's being adaptive in that you don't know everything about the space, and that's okay. It won't damage your brand, but you want to be in communication with them always to make sure their gameplay is enhanced.
Working with creators also helps brands stay relevant even as video game culture constantly evolves.