Attending Mobile Gaming CIMA Event
This is a relatively young, emerging, and extremely nuanced marketing channel. We must be good citizens when we come to them with motivations to sell around their places of entertainment, escape and community
Mike Daugherty, tms’ Director of Brand Partnerships, participated in an enlightening panel discussion on ‘The Rise of Mobile Gaming’ hosted by the Chicago Interactive Marketing Association on Tuesday, October 1, 2024 at DePaul University.
Mike was joined by fellow industry leaders for insightful conversation around the gaming community and brands’ role within the space.
Read Mike’s insights and advice:
Gaming is a sacred place for players and fans. This is a relatively young, emerging, and extremely nuanced marketing channel. We must be good citizens when we come to them with motivations to sell around their places of entertainment, escape and community
Having a ‘player first’ mindset is crucial to providing value in the space. Thinking of player motivations and what they need or want from visiting brands inhabiting their space will offset the risk of being seen as someone invading their sacred territory.
In the current knee-jerk, quarterly marketing cycle, it is important to stay focused on the core consumer motivations, convictions, and audience insight that brought marketers to gaming. Show restraint and fight to deliver against these core convictions and motivations, dictated by top KPIs goals and objectives.
When a brand provides a fun and enhanced experience to a consumer and their community, they are more likely to choose X-brand/product down the line.
Be prepared to fail, learn and commit. Investing and providing valuable and additive experiences breeds more and more trust for your brand within games and communities.
When in doubt, always return to the beacon of F-U-N.
Learn more about Mike’s work with brand partnerships and our client Samsung HERE
Mike Daugherty
Mike has over a decade of experience working with blue chip publishers, games and brands, delivering player-first marketing and partnership experiences for gamers.
With 9+ years in Electronic Arts Global Brand Partnerships & Media Solutions unit, Mike delivered commercial partnerships for advertisers and sponsors (including Bose, Coca-Cola, ESPN, & Gatorade) who wanted to engage EA’s desirable player base. He has helped build and manage competitive gaming sponsorship platforms across Apex Legends, FIFA, Madden, and The Sims, through marketing partnerships with a variety of brands.
Most recently, Mike was part of Crypto.com’s Global Sponsorship team, managing gaming partnerships with Twitch/Rivals and Fanatic esports, as well as NFT marketing programs surrounding the Qatar ’22 FIFA World Cup, designing blockchain-based fan experiences for Coca-Cola, McDonald’s and VISA.
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