Strictly Business How Gamers and Category Experts Are Shaping the Creator Economy
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Jun 5, 2025 Jarell Thompson, VP of Gaming for Havas Play, shares insights on connecting brands with gaming communities, while Shab Azma, CEO of ARK Collective, dives into how influencers monetize their skills. They discuss the dynamic world of influencer marketing and the importance of authenticity in reaching Gen Z. The conversation also highlights the rising influence of women in the creator economy and the benefits of long-term partnerships between brands and creators, making waves in the ever-evolving digital landscape.
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Authenticity Is Nonnegotiable In Gaming
- Havas Play builds authentic brand experiences at the intersection of entertainment, culture, and gaming.
- Brands must have the equity to play in gaming or risk alienating the audience.
Gaming Is Gen Z's Media Backbone
- Gaming is core to Gen Z's daily media consumption and shapes broader pop culture.
- Reaching Gen Z requires speaking through gaming with tangible value and authenticity.
Avoid Interruptive In-Game Placements
- Don't interrupt gameplay with irrelevant brand activations that damage trust.
- Ensure your brand has clear equity and provides value before entering in-game or creator spaces.