Category: Uncategorised

For a live-service game, a collaboration only really becomes interesting when players recognize it as part of the world rather than a temporary ad. Overwatch is now testing that idea for a third time with LE SSERAFIM, bringing the K-pop group back into the game with another round of themed skins, challenges and a BlizzCon-linked…

Most brand-monitoring tools do one job well: they tell you something happened. What happens next is usually left to whoever has the time to dig through the feed, figure out what matters, and decide what to do about it. Often, nobody does. A June 2026 Gartner survey of 426 senior marketing leaders found 84% of…

Limited-edition gaming collabs usually live or die on aesthetics: does it look good on a desk setup, and does it feel like something a fan would actually keep around. The interesting part here is that the “fan signal” is not just a printed graphic. It’s baked into the way the products look when they’re powered…

Goodwipes has turned OpenAI’s Astra campaign into “Asstra,” a fast-response parody that uses generative AI both as its subject and as part of its production process. Created with AI-native agency OK Future using tools including ArtCraft and Astra, the campaign translates a widely discussed technology ad into the wet-wipe brand’s deliberately irreverent world. The spot…

Earned media is easy to celebrate and surprisingly easy to misclassify. A journalist feature is earned. A customer recommending your product without payment can be earned. A sponsored article, paid creator post, or press release that appears exactly as submitted is not earned just because it sits on someone else’s website. For B2B marketers and…

Some games don’t just live on your screen. They live in people’s group chats, cosplay plans, desk setups, and the small rituals that make fandom feel personal. That is why “collectible” culture keeps colliding with esports titles like VALORANT, where character loyalty can be as real as team loyalty. Riot Games is tapping that collector…

Guinness is asking Singapore football fans a different question this season. Not which club do you support, but what kind of matchday person are you? The brand has reunited with Singaporean artist Tobyato for a second collaboration built around a limited-edition jersey and three interchangeable patches: Food Fan, Fashion Fan and Football Fan. Fans can…

Ten years ago, Enricko Lukman ran a content team of about 20 people, each writing two or three articles a day. Today, he says one person can put out roughly 100 articles a month, with AI doing most of the drafting and the human job shifting toward directing, training and checking the system. That shift…

The European Commission has put concrete ages behind its next child-safety push for social platforms. In President Ursula von der Leyen’s September 16 State of the Union address, the Commission said its planned EU Kids Act would mean no social media access under 13, no personal social-media account under 15, parent-supervised mini accounts for 13-…

Meta has moved its subscription push from experiment to product line. Meta One now packages higher AI usage, publishing tools, analytics, account controls and business support into paid plans spanning Facebook, Instagram, WhatsApp and Meta AI. The important shift for marketers is not that Meta is charging for extras. ContentGrip covered that testing phase earlier…