this School of Global Entertainment Marketing School of Arts and Sciences (Gema) is resuming the Game Marketing Awards, which once was a staple that recognized the work of game marketers.
Gema President and CEO Stacy La Cotera said in an interview with GamesBeat that there has been no game marketing awards since 2018. However, in the war archive below, you can see that good game marketing is still going on.
A nonprofit that has been in various forms since 1965, when it was called Promax, created the MI6 Game Marketing Award. It migrated to IDG as a game marketing award. The award paused during the pandemic, and then Promax and Gema merged and gained the rights, this year’s show will be the first under Gema Banner.
I went to those awards for that day. I remember Ubisoft won 27 awards Contributions to game marketing at the 2014 exhibition.
“Many consumers don’t know that there’s a group of people behind the scenes sitting trying to tell a story to get you involved in the world,” Lacotra said. “It’s really fascinating. So, as an organization, that’s a big part of what we want to do. We want to help these marketers eventually get credit. It’s a pop culture moment they create and resonate with people.”
Gema said the organization repositioned last year, renamed to welcome all entertainment marketing.
“With Gema, we’re really just celebrating the incredible impact of strategy and creative marketing on entertainment. We’re here to support and empower people and companies that really bring these stories to life, shape culture and take charge of attracting audiences around the world,” La Cotera said. “As a nonprofit, our focus is to help the entertainment marketing community grow, connect and truly inspire a future of storytelling and innovation.”
The gaming industry has experienced tough times over the past 32 months or so, with more than 35,000 layoffs. There are consolidation and studio close. La Cotera said it is important to strengthen the current commitment to celebrate creativity and hard work.
“We are celebrating here, we are supporting here, we are a nonprofit,” she said.
The group convened board members from a variety of gaming industries from a variety of companies. Gema is developing plans and events for the future, with awards ceremony going on later this year. The group has special interest groups to support women and establish membership.
“Our focus this year is to rebuild the industry,” she said.
As for marketing, La Cotera said: “You really don’t talk about marketing anymore, especially in entertainment, and not in the cross-media landscape. So in today’s entertainment environment, IP is more than just a brand. It’s really the basis for cross-media storytelling and fan engagement. Games have become a powerful driver of cross-media storytelling, and really showcase narratives and how they seamlessly expand in movies, TV shows and music and then into the life experience.”
The entertainment verticals are growing together, and fans are looking for a richer and more interactive world to explore.
By the way, I think the tears from the song “The Crazy World of Fear” were played in the trailer for the destroyed war gear landscape, and is an example of great game marketing. This was debuted in 2007. When Microsoft recently launched a new trailer, the trailer was for War Gear: Electronic Day, which used some of the same music.
Both videos are powerful game marketing that resonates with over the years. I like it too Dead Island 2 Trailers are everything that the game doesn’t have. This reminds La Cotera that marketing is an art and science with data analysis that, like the study of human behavior, helps inform storytelling, designing, and engagement.
“Everything you say supports the importance of marketers,” Lacotra said. “That’s why it’s really important when we go through naming conventions of organizations, art and science are there.”
The Los Angeles Group is a trade organization for professionals, but is not a lobbying organization in itself.
The group’s gaming committee members include Todd Licthen, Director of Roblox Entertainment Partnerships; Chris Kramer, Director of North American Communications at Tencent Games; Remi Sklar, Senior Vice President of Communications and Public Relations at Warner Bros. Games; Matt Edelman, Chief Operating Officer of Super League Enterprises; Sundance DiGiovanni, Chief Innovation Officer of ESL Faceit Group; Melissa Bell, Global Marketing EVP of Warner Bros. Games; and Rishi Chadha, Head of Scale Partnerships at Meta Reality Labs.
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