To circumvent the censorship from restrictive regimes, the NGO has produced an enormous virtual library in Minecraft. Hosted on its own server, the archive gives access to banned journalist work, from places such as Saudi Arabia or Russia.
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?
96% of Gen Z engage with games. Far ahead of any social platform.
Gaming96%
Instagram67%
TikTok60%
Facebook33%
Source: GroupM, GEEIQ, Newzoo, 2024
<5%
And yet, that’s gaming’s share of global media investment.
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