“ It
PRIMED AND READY FOR THE PARTNERSHIPS THAT THE VIDEO GAMES INDUSTRY IS LOOKING FOR NOW
MAVERICK MEDIA ADDRESSES THE NEED FOR AUTHENTICITY AT SCALE
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It’s no secret that the video games sector is one of the fastest growing industries of 2022. Just a few months ago, it was revealed that video games reached a record high valuation of £7.16 billion here in the UK, according to trade body UKIE. However, rapid growth also means rising demand. As an overall trend, we’ve seen the world’s largest game publishers needing to restructure - and fast - to deliver authentic content for massive audiences across wider markets.
Now, Maverick Media has put forward their answer to the video games boom: authenticity at scale.
as it means that they can focus on the strategic objectives of their campaign as opposed to being constantly on their guard about how their products are
being understood or portrayed at a meta level.”
Boswell added (a touch mischievously) “And, while it doesn’t happen often, we have all seen the results of an advertiser being perceived as inauthentic by its fans – and, whether it’s loot crates, supermodels drinking Pepsi at a protest, or just getting a game reference wrong, it can have a corrosive effect on a brand or IP’
INNOVATION
Building on a long history of innovation that pioneered areas as diverse as crowdsourcing, viral marketing and using game engines for content-creation, Maverick is now widening its technical scope to support these deepening large-scale partnerships as much as possible - delivering everything from print artwork to in-game assets and social media campaigns (including AR filters and interactive TikTok content). Maverick is now working across more channels than ever before to convey a full spectrum of messaging to fans and engage with audiences at every level.
This focus on innovation is becoming even more necessary, as the onset of new technologies and the emergence of the metaverse era are offering new opportunities to interact with audiences in highly engaged digital spaces, and Maverick has been one of the pioneers in the fusion of game and film technologies called virtual production.
Virtual production essentially creates a hybrid environment that allows you to film on a special stage and show live digital environments (made in a game engine such as Unreal or Unity) in real time.
Production teams can then make the most of real time insights and immediate iterations when shooting, which helps their clients to save both time and money.
According to Joel Maguet, Managing Director of Maverick,
“Creative campaigns are now being adapted to reach a wider multi-platform audience - and innovative techniques and technologies must be used to achieve this.
The world is not just playing more video games, but also watching other people play video games, making movies out of video games, releasing merchandise, and creating immersive experiences, and new technologies such as VP enable us to deliver real economies of scale in terms of both time and resource.”
IT ALL COMES TOGETHER... Maverick Media has essentially adopted a scalable approach to a rapidly expanding market. As a result, they are primed and ready for the relationships that the video games industry is ultimately looking for now.
But, regardless of the medium or technology, Maverick contends that the core of what they do has not altered over their 27 years in the industry, because, at the heart of every piece of successful game content or communication is the connection to its audience – and this is, and always will be, rooted in its authenticity.
But, regardless of the medium or technolog
Working closely with its clients to deliver this authenticity at scale is how Maverick has grown so impressively – and how they intend to keep doing so into the future.
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