Against the Odds
Red Bull certainly knows how to tell a good underdog story and there is no shortage of these tales in Esports. The already cult 80-min documentary 'Against The Odds' follows Ceb and his teammates as they fight through to win 'The International' for the first time. This Dota 2 tournament happens to be the largest prize pool in Esports.
A curated database of branded gaming examples.
Three hours a night grinding WoW with your guild. Fortnite with your mates after work. Candy Crush on the commute. Whether or not you’d call yourself a gamer, you are still playing. Gaming has become an unprecedented cultural force. Massive attention, deep engagement and yet, little money invested. Need more convincing?
Source: GroupM, GEEIQ, Newzoo, 2024
Source: Dentsu & GWI, State of Gaming 2024
I’ve spent the past few years on both sides of the fence: with gaming brands, and with non-gaming brands trying to work out what to do about gaming. Along the way I kept examples. What started as a Google Doc is now an index of close to 200 of them. This is it.
I hope you’ll find it useful, reach out if you want to chat.
JonathanFounder & Principal, Office of Applied Imagination
