Twofivesix: Gaming and Marketing
27 episodes - English - Latest episode: 8 months ago - ★★★★★ - 17 ratingsTwofivesix is a strategic consultancy that helps brands engage with gamers. Founder and CEO Jamin Warren speaks to experts at the intersection of games and marketing about how video games and other forms of interactive entertainment are more relevant than ever—in culture but also in business. We cover how marketers, agencies, and brands can confidently dive in.
www.twofivesix.co
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Episodes
Creating Positive Gaming Spaces with EA's Chris Norris
August 25, 2023 21:00 - 26 minutes - 18.3 MBWe're shining the spotlight on Chris Norris, the exec from Electronic Arts who's dialing up the positive play in gaming communities. Chris is the Senior Director of Player Connection at EA. We had a great conversation, treading the path of evolution of social interactions in video games - from the cozy comfort of couch co-op play to making friends in the far reaches of the globe. We also explored how game makers developers can inspire better behavior in players and debunk the widespread bel...
Insert Coin, Insert Ad: How To Take Advantage of In-Game Advertising
March 17, 2023 02:00 - 35 minutes - 24.2 MBWhen marketers think of in-game advertising, they jump to big-budget executions like building a universe in Roblox. But overlooking performance marketing in-games is a big mistake. I spoke to Simon Spaull, CRO and Co-Founder of in-game advertising company GADSME, about: how in-game advertising developed why many in-game advertising algorithms punish non-gaming brands how to capture the right KPIs what to tell your media agency/buyer This episode was hosted by Jamin Warren. Music was pr...
Roundtable: How Fortnite's Brand Partnerships Are Building the Metaverse
December 21, 2020 19:36 - 41 minutes - 28.3 MBFrom Travis Scott to Marvel's Avengers, Fortnite has built a macrocosm of events containing some of the biggest names in entertainment today. Its continued development beyond a 1 vs. 99 shooter game into a destination for IP crossover has media analysts speculating: can Fortnite build the Metaverse? This episode, CEO Jamin Warren speaks with content strategist Paolo Yumol and junior audience strategist Lyn Rafil to discuss the Metaverse, the extent to which Fortnite's brand partnerships bui...
How Games Marketing Affects Social Change with Ad Council's Rebecca Mir
November 13, 2020 19:40 - 25 minutes - 17.3 MBWe spoke with Rebecca, Director of Digital Product Management at Ad Council, about the inherent potential of technology, games, and digital media for creating social change; the differences between traditional marketing and PSA development; and how Guild Wars 2 proved to be the perfect place to Seize the Awkward. This episode was hosted by Jamin Warren. Music was provided by Lusine. Twofivesix is a strategic consultancy that helps brands engage with gamers. Founder and CEO Jamin Warren spe...
Roundtable: Why and How to Market to Gamers on YouTube
November 06, 2020 19:16 - 44 minutes - 30.9 MBThis episode, Twofivesix CEO Jamin Warren spoke with content strategist Paolo Yumol and junior audience strategist Lyn Rafil to discuss how YouTube fits into the larger online media ecosystem, why people actually watch gaming on YouTube, and the hurdles that brands face when trying to break into the space. This episode was hosted by Jamin Warren. Music was provided by Lusine. Twofivesix is a strategic consultancy that helps brands engage with gamers. Founder and CEO Jamin Warren speaks to ...
How Brands Can Leverage Advertising in Mobile Games With Tapjoy's Sarah Chafer
October 29, 2020 18:14 - 22 minutes - 15.3 MBWhile marketers turn their heads towards high-profile partnerships in esports, Fortnite, and Twitch, it becomes easy to forget a major portion of the gaming audience: the mobile gamer. The global mobile gaming market is estimated to reach over $77 billion in revenue by the end of 2020. There are many reasons for the persistent growth and player retention in the space, and to learn more, we spoke to Sarah Chafer, EVP of global ad sales at Tapjoy. Tapjoy connects game publishers and advertise...
How Video Game Fundraisers Create Big Opportunity for Charities w/ Twitch's Alyssa Sweetman
September 09, 2020 18:29 - 16 minutes - 11.4 MBOne of the biggest success stories from the world of games has been charity fundraisers. While public perception of "gamers" doesn't include philanthropy, the reality couldn't be further from the truth. More than $42 million has been pledged to charity over the last decade—all from gamers supporting their favorite causes. "I don't think it has anything to do with video games, to be honest," Alyssa Sweetman, diversity and charity platform manager at Twitch says about the success of fundraise...
The future of content production belongs to video game streamers
July 14, 2020 19:10 - 19 minutes - 13.5 MBOur guest this episode is Doron Nir, CEO, and co-founder of StreamElements. With over a decade of experience in the games’ world, Doron brings together his expertise in digital game design, software development, and teaching in the development of StreamElements. It’s pretty clear that a new generation of celebrities has risen from the world of game streaming and live content creation, but achieving this level of success doesn’t come without intensive work. The title “content creator” combin...
What you can learn from Tumblr about marketing to gamers
July 08, 2020 22:31 - 16 minutes - 11.4 MBOur guest this episode is Siena Nahl, head of Gaming and Esports Partnerships at Tumblr. The platform has grown into a robust and diverse social network for art, entertainment, and, perhaps most notably, fandom. As an ecosystem of microblogs, Tumblr offers users the opportunity to develop close-knit communities around the games, characters, and stories they love--and Siena’s role at Tumblr places her right at the forefront. Siena works alongside esports competitors, voice actors, indie gam...
How music drives social experiences in virtual reality
March 03, 2020 02:31 - 19 minutes - 27.3 MBAs the director of strategic business development at Sansar, Sam Distaso has scaled the platform into the premier social VR live events company. With Twofivesix’s help, he also identified, negotiated, and executed industry-first partnerships with leading EDM record label, Monstercat. We spoke to him about the challenges of social VR, the potential of the technology, and targeting the elusive gamer audience. Like what you see? Subscribe to our newsletter and podcast. Here are highlights fr...
How music drives social experiences in virtual reality
March 03, 2020 02:31 - 19 minutes - 13.7 MBAs the director of strategic business development at Sansar, Sam Distaso has scaled the platform into the premier social VR live events company. With Twofivesix’s help, he also identified, negotiated, and executed industry-first partnerships with leading EDM record label, Monstercat. We spoke to him about the challenges of social VR, the potential of the technology, and targeting the elusive gamer audience. Like what you see? Subscribe to our newsletter and podcast. Here are highlights fr...
How augmented reality is changing the face of the beauty industry
February 25, 2020 18:03 - 10 minutes - 7.03 MBBerkly Foster is the creative director at ModiFace, a technology company recently acquired by L’Oréal Group that focuses on augmented reality and artificial intelligence technologies. For close to a decade she has been at the forefront of the beauty tech industry, leading the design of AR and AI innovations for industry-leading beauty brands. Her work has been recognized by the Clio Awards and featured by Apple. She is an expert UX/UI and has a passion for the convergence of design, beauty, ...
How augmented reality is changing the face of the beauty industry
February 25, 2020 18:03 - 10 minutes - 14 MBBerkly Foster is the creative director at ModiFace, a technology company recently acquired by L’Oréal Group that focuses on augmented reality and artificial intelligence technologies. For close to a decade she has been at the forefront of the beauty tech industry, leading the design of AR and AI innovations for industry-leading beauty brands. Her work has been recognized by the Clio Awards and featured by Apple. She is an expert UX/UI and has a passion for the convergence of design, beauty, ...
What arcades can teach us about the future of esports
February 13, 2020 23:58 - 17 minutes - 12.2 MBGameWorks is a chain of location-based entertainment venues featuring a wide array of video game arcades in addition to full-service bars and restaurants. There are currently seven GameWorks venues throughout the U.S, with the re-opening of the chains' flagship store in Las Vegas, NV. They also have GameWorks’ esports Lounges fully furnished with the newest games, the biggest titles and the best tech to maximize your gameplay experience. The company recognizes the importance of esports and h...
Are video game companies missing the mark on diversity?
February 06, 2020 00:45 - 18 minutes - 12.4 MBDanielle aka EbonixSims makes custom designs for other black gamers who don't always see themselves (or “simselves”) represented. She’s bringing more change, representation, and diversity into games through her custom content. In fact, T-Pain has actually used her content to find dreads for his Sim. But that wasn’t her most memorable moment as a content creator for Simmers of color. Like what you see? Subscribe to our newsletter and podcast. Here are highlights from the conversation, light...
Esports host Frankie Ward offers her insight into the esports audience
January 24, 2020 18:29 - 19 minutes - 13.3 MBNot all gamers are esports fans, but it’s worth paying attention to this particular segment of gaming fandom. Here are just a few reasons why: – 2019 was a milestone year for global esports. The global esports economy surpassed $1 billion this past year, a year-over-year growth of +26.7%, notes Newzoo’s 2019 Global Esports Market Report. – The total esports audience is staggering. Comprised of both esports enthusiasts and occasional viewers, the esports audience currently totals 454 millio...
Esports host Frankie Ward offers her insight into the esports audience
January 24, 2020 18:29 - 19 minutes - 26.5 MBNot all gamers are esports fans, but it’s worth paying attention to this particular segment of gaming fandom. Here are just a few reasons why: – 2019 was a milestone year for global esports. The global esports economy surpassed $1 billion this past year, a year-over-year growth of +26.7%, notes Newzoo’s 2019 Global Esports Market Report. – The total esports audience is staggering. Comprised of both esports enthusiasts and occasional viewers, the esports audience currently totals 454 millio...
Twofivesix Senior Strategist Mindy Lee gives a primer on in-game advertising and IP collaborations
January 17, 2020 21:29 - 10 minutes - 7.53 MBAs an agency that works exclusively in the gaming industry, we always get asked about how companies should connect with an audience who loves games. With an average of 25 video games being released a day, new services being added every year, and 2.2 million streamers on Twitch, the world of gaming is always expanding, making marketing in those spaces often overwhelming. We scoured the internet to find a good primer on what marketing in gaming looks like, but we couldn’t find one. So we deci...
Wall Street Journal reporter Sarah E. Needleman on the year in video games and what 2020 holds for the industry
December 19, 2019 18:22 - 20 minutes - 28.2 MBIn our year in review, we speak to Sarah E. Needleman, a reporter for the Wall Street Journal who writes about the video game industry. Over the last few months, she has covered everything from Google Stadia to KFC’s dating sim. Needleman has been at the paper since 2001, and prior to her current beat, she covered small business and careers. Like what you see? Subscribe to our newsletter and podcast. Needleman joined the Twofivesix: Gaming and Marketing Podcast to talk about 2019’s major m...
Wall Street Journal reporter Sarah E. Needleman on the year in video games and what 2020 holds for the industry
December 19, 2019 18:22 - 20 minutes - 14.1 MBIn our year in review, we speak to Sarah E. Needleman, a reporter for the Wall Street Journal who writes about the video game industry. Over the last few months, she has covered everything from Google Stadia to KFC’s dating sim. Needleman has been at the paper since 2001, and prior to her current beat, she covered small business and careers. Like what you see? Subscribe to our newsletter and podcast. Needleman joined the Twofivesix: Gaming and Marketing Podcast to talk about 2019’s major m...
Why is The New York Times making games?
September 06, 2019 15:00 - 12 minutes - 8.84 MBDid you know The New York Times makes games? Our first guest is Sam Von Ehren, a game designer at The New York Times. We speak with him about why The New York Times makes games, how his game fits in with the rest of The Times’ news coverage, common misconceptions about what a New York Times game looks like, and who he’s trying to reach. Want to hear more from us? Sign up for our newsletter. This episode was hosted by Jamin Warren. Music was provided by Lusine. Twofivesix is a strategic co...
How do you market fashion to gamers?
September 06, 2019 15:00 - 13 minutes - 9.27 MBGamers aren’t exactly known for their style, but our guests, Rachel Feinberg and Breanne Harrison-Pollock, are looking to change that. They co-founded the esports and gaming apparel company Ateyo, the first company to offer technically designed apparel that is custom-built for gaming. Want to hear more from us? Sign up for our newsletter. This episode was hosted by Jamin Warren. Music was provided by Lusine. Twofivesix is a strategic consultancy that helps brands engage with gamers. Found...
Should brands bet big on virtual influencers?
September 06, 2019 15:00 - 16 minutes - 11.5 MBVirtual influencers like Lil Miquela are here, and brands are betting big on them. We speak to Peter Rojas, co-founder of Gizmodo and Engadget and an investor in synthetic reality at Betaworks Ventures, about these virtual characters and the future of how we engage with them. Want to hear more from us? Sign up for our newsletter. This episode was hosted by Jamin Warren. Music was provided by Lusine. Twofivesix is a strategic consultancy that helps brands engage with gamers. Founder and CE...
Netflix’s narrative designer on making interactive stories more accessible
September 06, 2019 15:00 - 16 minutes - 11.3 MBJuan Vaca, Netflix’s first narrative designer, gives us his thoughts on why interactive content is taking off lately. He also details how his gaming background influences his storytelling, why he thinks of his audience as players instead of viewers, and what exactly goes into making an interactive movie or TV show at Netflix. Want to hear more from us? Sign up for our newsletter. This episode was hosted by Jamin Warren. Music was provided by Lusine. Twofivesix is a strategic consultancy t...
Behind the billion-dollar success of Kickstarter board games
September 06, 2019 15:00 - 17 minutes - 11.7 MBWhen people talk about games, video games usually get all the attention. But tabletop games shouldn’t be ignored, especially since Kickstarter game projects have brought in one billion dollars with tabletop games making up 69 percent of pledges. We speak to Luke Crane, Head of Games at Kickstarter, to discuss the appeal of tabletop gaming and the popularity of Kickstarter board games. Want to hear more from us? Sign up for our newsletter. This episode was hosted by Jamin Warren. Music was ...
Why Alexis Ohanian thanks games for founding Reddit
September 06, 2019 15:00 - 13 minutes - 9.32 MBAs the co-founder of Reddit and Initialized Capital, Alexis Ohanian has lots of thoughts on online communities. In this interview, he goes into how he started programming thanks to games, connections made through social media, and the changing definition of who gamers are. Want to hear more from us? Sign up for our newsletter. This episode was hosted by Jamin Warren. Music was provided by Lusine. Twofivesix is a strategic consultancy that helps brands engage with gamers. Founder and CEO J...
Twofivesix: Gaming and Marketing Trailer
September 04, 2019 20:47 - 3 minutes - 2.63 MBIntroducing Twofivesix: Gaming and Marketing, a new podcast from Twofivesix. Available wherever you get your podcasts. Want to hear more from us? Sign up for our newsletter. This episode was hosted by Jamin Warren. Music was provided by Lusine. Twofivesix is a strategic consultancy that helps brands engage with gamers. Founder and CEO Jamin Warren speaks to experts at the intersection of games and marketing about how video games and other forms of interactive entertainment are more releva...