The new practice will be led by Momentum’s Glenn Minerley, Entertainment and Gaming Partnerships, and PMK•BNC’s Mark Van Lommel, Brand Marketing and Esports Content, and will be based out of the agencies’ global headquarters in New York and Los Angeles, respectively.
“The opportunity in gaming for brands is enormous. Bringing together the powerhouse consultation and brand experience expertise of Momentum, with the entertainment, PR and years of deep gaming expertise of PMK•BNC, will help brands connect with fans and their passions and do more,” said Momentum Chairman/CEO Chris Weil. “For Millennials, Gen Xers and beyond, gaming is an important and key part of their personal entertainment, and is incredibly social.”
The new practice launches following Momentum’s latest global research study, “WE KNOW Gamers,” conducted alongside Twitch, the leading video platform and community for gamers, and illuminates the attitudes, behaviors, and interests of gamers and non-gamers. Among the findings of the study:
- 50% of the global general population consider themselves as passionate about gaming.
- 63% of gamers believe it should be considered a competitive sport—and 40% of the general population agree.
- 53% of people surveyed believe that by 2022, watching and playing Esports and gaming will overtake watching and playing traditional sports.
- 69% of people are actively gaming with other people and 62% claim that gaming helps them to connect with other people, with 58% believing that it actually bridges the gap between cultures and opinions.
- 68% of gamers believe sponsorship is good for the industry, and 62% are open to brands sponsoring a specific gamer or team.
- 48% claim that products endorsed by gamers and teams feel authentic, and 44% say their propensity to purchase increases if endorsed by a gamer or team admired by the individual.
“Brand spending in Esports sponsorship is projected to grow 57% this year, reaching approximately $263 million, which shows both the increasing momentum in this space and also that it’s still in its infancy, compared with sponsorship spend levels in traditional sports,” said Michael Nyman, Chairman and CEO of PMK•BNC. “Gaming and gamers represent an underrepresented market clamoring for brands to come in and provide legitimacy and meaningful experiences.”
“Our research shows that 81% of gamers say it will always be a part of their lives and brands that ignore people’s big passion points, like gaming, do so at their own peril,” said Glenn Minerley. “Our practice will dispel the misconceptions and help brands connect with this passionate and engaged population.”
“Nearly two billion people play their favorite games on consoles, mobile devices and PCs, as well as watch livestreams and attend Esports competitions, making gamers a massive and engaged global audience,” Mark Van Lommel remarked. “Gaming has become a highly social activity, and one of the most fascinating findings is that nearly half of all gamers are already actively watching or creating content related to the games they play. From working directly with Esports teams and leagues, to game publishers and development studios, there are myriad ways for brands to create engaging experiences that add value to the gaming world and we’re excited to help brands do just that.”
Momentum Worldwide is considered the premier Sponsorship and Consulting agency for some of the world’s biggest brands. In May of 2017, Momentum was named “Best in Corporate Consulting, Sports Marketing and Client Services ” by the SportsBusiness Journal.
ABOUT MOMENTUM WORLDWIDE
Momentum Worldwide is built on the simple truth that it’s not what brands say, it’s what they do that matters. That’s why Momentum delivers total brand experiences for our clients, guided by the belief that today the most important product a brand makes—other than the product itself—is an experience. The experiences we build live seamlessly in the physical and the digital worlds—what we call integrated phygital experiences. Our work spans all mediums—from events and sponsorships, to advertising, shopper and promotions, to music, entertainment, social and beyond. In 2017, Momentum was the first-ever brand experience agency ever named to the AdAge Standout Agencies list and was named the Best in Corporate Consulting, Sports Marketing and Client Services at the 2017 SportsBusiness Journal Awards. Part of the Interpublic Group of Companies (NYSE: IPG), with operations in more than 40 countries around the globe.
PMK•BNC is a strategic marketing and communications firm that specializes in entertainment and popular culture. PMK•BNC represents many of the world’s most prominent actors, actresses, directors, films, production companies, television properties, musicians, authors and content creators, as well as leading consumer brands and prestigious special events. The firm employs a staff of more than 300 professionals spanning offices in Los Angeles, New York and London. PMK•BNC thrives on being ahead of the curve and works with their clients to create ideas that build engaged audiences and connect with consumers through popular culture. PMK•BNC is a part of Momentum Worldwide and McCann Worldgroup within Interpublic Group (NYSE: IPG).
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