As game developers realize the marketing potential of individual content creators, they are investing in programs and platforms to help creators turn their pastimes into businesses. Last month, game developer 2K announced the second class of its NextMakers initiative, a training program that brings content creators further into the 2K fold, evidence of the company’s increasing awareness of their increasing role in generating and maintaining interest in gaming IP. Read more about the strategy below. - Even before the rise of developer-backed initiatives such as 2K NextMakers and EA’s Creator Network, gaming creators inherently marketed their titles.
- This week's Digiday+ Future of TV Briefing recaps what brand and agency executives had to say about the state of connected TV advertising during a virtual Town Hall session as part of Digiday's Future of TV Week this week.
- After a rough patch of employee walkouts and leadership woes, Periscope agency president Cari Bucci-Hulings shares a strategy for employee retention.
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| Top Stories |  | | Ivy Liu |
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| | | | | Even before the rise of developer-backed initiatives such as 2K NextMakers and EA’s Creator Network, gaming creators inherently marketed their titles. | | |
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howdy! | | | | | This week’s Future of TV Briefing recaps what brand and agency executives had to say about the state of connected TV advertising during a virtual Town Hall session as part of Digiday’s Future of TV Week this week. | | |
| | | | | Brands are optimizing entertainment and transactions on social platforms as retail teams use social commerce to offer customers a direct path to purchase. | | |
| Advertisement |  | | |
howdy! | | | | | After a rough patch of employee walkouts and leadership woes, Periscope agency president Cari Bucci-Hulings shares a strategy for employee retention. | | |
| | | | | Semantics-based tools — the primary approach for many brands in addressing brand safety risks — is meant for text-based pages, not the modern, mixed-medium pages of today. | | |
howdy! | | | | | With a public market increasingly hostile to ad tech vendors and potential courters flush with cheap money, ad tech entrepreneurs are leaning toward selling up instead of IPOs. | | |
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| | | | | The intent indicated by app engagement data is enabling marketers to glean a comprehensive understanding of their target audiences. | | |
howdy! | | | | | @KallMeKris has more than 43 million followers on TikTok but doesn’t spend her free time consuming content from the platform herself. | | |
howdy! | | | | | Independent search consultancy R3 found that new business pitches are down 24% year-over-year as of this past February and that the pitches that are running are for 47% less money year over year. | | |
| | | | | @KallMeKris has more than 43 million followers on TikTok but doesn't spend her free time consuming content from the platform herself. |
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