Omnicom Advertising Collective levels up for gaming

Omnicom

The Omnicom Advertising Collective has announced the launch of LevelUp OAC, a comprehensive solution for brands seeking to tap the high-growth gaming market. 

LevelUp OAC combines the seasoned gaming expertise of two core agencies, TMA and GSD&M, which both sit within the Omnicom Advertising Collective – a portfolio of entrepreneurial, creative-first integrated marketing agencies.

According to eMarketer, Americans spent $47 billion on gaming software and services in 2021.  Gaming analytics firm Newzoo confirms that the number of people who play video games grew from 2.03 billion in 2015 to 2.96 billion globally this past year.  By creating an end-to-end and fully integrated offering in gaming, LevelUp OAC is designed to help brands navigate, connect, and engage with the high growth gaming community.

“Marketing to gamers requires specialized skillsets and seasoned professionals who live and breathe the gaming culture,” James Fenton, CEO of the Omnicom Advertising Collective, said about the launch.  “LevelUp OAC brings together our most passionate and seasoned talents in the gaming space and offers a single source solution for brands who want to engage with gamers in an authentic, 360-degree way.  It’s one of the unique ways that the Omnicom Advertising Collective can leverage the capabilities of its agency portfolio to drive client success.”

TMA brings to LevelUp OAC proven capabilities in gaming brand strategy and content creation, as well as gaming influencer engagement and experiential activation, accumulated from over a decade of experience in this ecosystem.  Through the agency’s deep relationships with platforms, publishers, esports teams, industry events and leagues across the industry, TMA has made its clients’ brands an authentic part of the gaming community.

Complementing this expertise, GSD&M will bring its award-winning strategic in-game advertising communications solutions to LevelUp OAC.  Working with retail and CPG brands, the agency has developed, planned, activated, placed and measured campaigns across a wide spectrum of gaming environments from esports to in-game, casual games and gaming partnerships. Additionally, the agency has in-house game experience design and activated AR and VR experiences for brands.


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“No marketer should ignore the passion, social nature, and sheer size of the gaming community, which eclipses the audience for most professional sports,” said Trina Roffino, President of TMA. “When you add the powerful influence of streamers, and the rapid expansion of esports, it’s no wonder so many brands have recognized gaming as a huge business opportunity. But success depends on your ability to enhance the community, rather than impose on it.  And this takes expertise.”

Noted Duff Stewart, CEO of GSD&M, “An audience engagement strategy and seamless execution, customized to these users, is critical to building brand success in gaming environments.  At GSD&M, we account for real-time signals, behaviors, and motivations to define a brand’s key audience and then develop communications and media solutions that build valuable connected consumer experiences and drive results for brands.”

Fenton added that by harnessing the power of TMA and GSD&M, LevelUp OAC will offer “an unparalleled solution for clients’ gaming needs.”  He also acknowledged that LevelUp OAC offers the promise to bring together additional gaming capabilities including earned media and PR, commerce, and digital development through partnerships with partnered agencies across Omnicom Group.  “Look for more ways the Omnicom Advertising Collective will apply its cross-agency knowledge in B2B, multicultural marketing, retail, the metaverse and more to help drive client success.


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