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Branded In-Game Items Make for Winning Gaming Partnerships

by Cornelia Tzana, Gaming Partnerships Manager, UK & Europe


In a hurry? Here's our pick of the top news items of the week.

  • All 750,000 Germans turning 18 this year get €200 to spend on any cultural good: concerts, theater, movies, musical instruments, books, records etc. (DW News)

  • US senators are set to reintroduce legislation that would address TikTok security concerns without a ban. (CNN)

  • Ticketmaster, SeatGeek, Live Nation and other companies have agreed to disclose ticket prices upfront, putting an end to the extra fees that consumers can’t see until the end of the billing process. (TechCrunch)

  • Gen Z Looks For LGBTQ+ brand allies to not buckle under pressure. As the NHL, Target and AB InBev stumble in their support, Gen Z consumers say they’ll reward courageous companies. (AdWeek)

  • Google tells its staff not to enter confidential information into AI chatbots - including its own Bard. (Reuters)

  • Meta is lowering the minimum age for the Quest to 10 years old. Parents will have to approve the creation of a kid’s account, and Meta says it won’t show kids ads. (The Verge)

_Agency_ updates

  • To promote the global launch of the Australian Amazon Original series Deadloch, our BXP and APAC teams worked with Prime on a world-first live choir billboard in Melbourne. The "Deadloch Choir" performed pop classics throughout the afternoon, with the show’s creators and lead cast on ground to launch the activation. The activation was selected as Mediaweek’s Ad Placement of the Month.

  • Netflix will launch a pop-up restaurant in Los Angeles on June 30 called Netflix Bites, an “elevated dining experience” with chefs featured in various Netflix shows. AGM is managing traditional paid media for the activation. (THR)

_Interesting_ campaigns / creative

  • Warner Bros. Pictures is letting people dress up like superheroes in AR to promote the premiere of The Flash. (AdWeek)

  • 7-Eleven has given a new look to the logo and cup design of its Slurpee as part of a wider “Anything Flows” campaign and brand refresh. (Marketing Dive)

  • Zulu Alpha Kilo hired a cake artist from Netflix’s “Is It Cake?” to make cake versions of KitchenAid appliances. (AdAge)

  • To communicate the effects of drunk driving to young people, the Queensland Government challenged Australia’s #1 esports team to play with 300ms of ping, the equivalent lag of driving with 0.05 BAC. (Campaign Brief)

  • Heinz has enlisted past viral stars to market the release of six limited-time sauces which are part of its “15 Minutes of Flavor” campaign. (Marketing Dive)


  • 33% of Americans plan on traveling for leisure this summer, and domestic travel will be most popular. (Morning Consult)

  • US content captures 30% of APAC SVOD viewership, driven by scripted shows, with Australia being the only APAC market to embrace unscripted US shows. (TVAsia)

  • Nearly 3 in 4 (72%) of US adults who bet on sports in the past month are men, and millennials are overrepresented as well. (Morning Consult)

  • With a total credit card balance of $986B and a total limit of $4.5T, US consumers have $3.5T in untapped available credit on their cards. (Statista)

  • Over half of US and UK adults research and buy products online via a retailer’s website. 37% take a slightly different approach, researching products on a retailer’s website but waiting to buy them in a physical store. (eMarketer)


  • Ohio's Governor and Lt. Governor are considering legislation requiring social media sites to get parental consent for teens. (News3LV)

  • TikTok is testing visual search within Shop in select markets outside of the US. (AdWeek)

  • Universal Music Group is in talks with SoundCloud about changing the way artists are paid for streams. (Music Business Worldwide)

  • Meta is updating Instagram Notes to include music-sharing and translations in various languages. (Media Post)

  • Google was charged with violating EU antitrust laws by using its dominance in online advertising to undercut rivals. (NYT)

  • A group of 17 music publishers have sued Twitter for more than $250M over bulk copyright infringement after Elon Musk tweeted copyright “goes absurdly far beyond protecting the original creator.” (The Guardian)

  • Uber plans to introduce video ads across its ride-hailing, delivery, and other apps, with a focus on "rewarded" ads that offer incentives such as discounts to users who watch them. (WSJ)

  • Ali Baba turned off e-commerce personalization for 500K people to see what would happen if personal data was more regulated, and sales fell significantly. (SSRN)

  • Hundreds of Subreddits maintained private status beyond the end of the Reddit boycott although the platform intends to proceed with plans to limit API access to paying customers. (Search Engine Journal)


  • Amazon Freevee will get 23 free new ad-supported TV channels, including "Cake Boss," "Say Yes to the Dress," and more. (Tech Crunch)

  • Netflix will test live sports streaming with a celebrity golf tournament featuring professional golfers and Formula 1 drivers. (Sport Business)

  • Amazon's "Hey, Disney" voice assistant feature is expanding to all Echo devices, letting users ask for Disney content including songs, games, and jokes. (Engadget)

  • Netflix announced plans for a second season of XO, Kitty!, the first series to be spun-off from an original Netflix film, the "To All the Boys I've Loved Before" movie trilogy. (Reuters)

  • Netflix's TUDUM global fan event will air live from Brazil June 17th on Netflix's Twitter and YouTube channels, featuring news and never-before-seen footage and trailers. (Netflix)

  • Korean boxing drama "Bloodhounds" is topping the Netflix charts a week after its premiere, ranking as the #1 non-English title. (Flix Patrol)

_Tech_ _&_ AI

  • Stability AI, the company behind AI image generator Stable Diffusion, has released a new tool called Uncrop which let users “outpaint” images. (PetaPixel)

  • ChatGPT will be getting a new feature called "Function Calling," which will let developers create chatbots that can outsource made requests to external tools. (Tweak Town)

  • Sir Paul McCartney revealed AI has enabled a final Beatles song made from a never-released John Lennon demo. (BBC)

  • Google is launching two new AI-powered features for advertisers that will automatically find the best ad placements for brands across the Google suite. (Reuters)

  • The European Parliament passed a draft law called the AI Act, which would curtail uses of facial recognition software and require makers of AI systems to disclose more information about the data used to create their programs. (NYT)

  • Two US Senators are co-sponsoring a bill that would make tech companies liable for harmful content their AI algorithms recommend to users. (Axios)

  • Google does not (yet) have plans to monetize its new AI try-on feature, VTO; rather, the feature will be free for brands that are part of its merchant program. (Glossy)

  • Adobe is planning to sell subscriptions for new AI services including legal assurance against copyright infringement claims. (AdAge)

Location-based _entertainment_

  • New York City will charge "congestion pricing" tolls to drivers going to Lower Manhattan, and other cities may soon follow suit. (CNN)

  • The Golden Globes will no longer be under the oversight of the Hollywood Foreign Press Association and instead will live on as a for-profit enterprise. (THR)

  • L.A. Live announced a new partnership with Peacock including renaming its theater Peacock Theater, and the outdoor performance space Peacock Plaza, as part of a multi-year naming rights agreement between AEG and NBC’s streaming service. (KTLA)

  • Paramount Pictures has landed a high-value release date in China for Mission: Impossible 7 — Dead Reckoning: Part One on July 14th, the same day the film launches in North America. (THR)

_Mental_ health

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