Gaming
Paco Rabanne & Bidstack Emerge Victorious With VR Invictus Campaign Featuring Tim Howard
Paco Rabanne, the leading fashion house and fragrance brand, have partnered with Starcom Worldwide and Bidstack to launch a branded virtual reality challenge. The campaign features Tim Howard and the world’s leading VR platform for elite athletes, Rezzil, to promote Paco Rabanne’s iconic fragrance, Invictus.
As a fragrance, Invictus embodies power, heroism and a drive to win and the campaign provides a unique challenge that allows players to test their athletic ability and become the in-game hero. By partnering with Bidstack, and Tim Howard, an athlete that embodies those characteristics, Paco Rabanne has created a unique activation that converges the real world with the virtual world, bringing their brand to life for gamers.
The activation will see a branded ‘Reaction Wall’ challenge added to Rezzil’s Player 22 VR game. Players will have the opportunity to test their athletic merit and improve their throwing technique, vision, reaction speeds and heading ability in-game surrounded by virtual Invictus branding that blends in seamlessly with the training environment. Players can also win a signed jersey from Tim Howard and their own bottle of the fragrance by sharing their results on social media with the hashtag #InvictusInGameChallenge.
Bidstack, the leading in-game advertising technology platform, worked with human experience company Starcom Worldwide to develop the concept for the ‘Scent of Victory’ campaign. Player 22, which is available for VR gamers using Quest, Quest 2 and Oculus Touch devices, offered an entirely new touchpoint for Paco Rabanne. The partnership with Tim Howard helped to combine the concepts of a legendary champion from a real-life sporting context and converged that with the game’s virtual world creating an authentic and interactive experience for gamers.
It is the first time a fragrance has created a playable sporting challenge in a VR environment, which encapsulates the innovative approach Paco Rabanne is taking to reaching their target audience for the 2021 holiday and gift-giving season.
Of the campaign, Tim Howard said “I’m really excited to be a part of this partnership. I’m always looking for ways to encourage people to strive to be the best that they can be, in everything they do. Invictus, a fragrance for men, is designed for people who will take on any challenge and strive to be victorious. As a former athlete, that is a motto that I have lived by throughout my life and career.
Platforms like Rezzil that utilise technology for real-life conditioning and training through gamification are the future. It’s great to see companies like Paco Rabanne, Starcom and Bidstack help lead the charge in making this a reality and I’d like to thank them for inviting me to be a part of this project.”
Adam Fisher, Head of US Sales at Bidstack added “Paco Rabanne continues to be a fantastic partner of ours. We love collaborating with them and exploring new and innovative ways to reach consumers through gaming.
For a brand like Invictus that represents determination, athletic merit and a winning mentality, we felt that our partner Rezzil was a great fit. Their VR platform helps individuals improve their physical and cognitive abilities through a wide range of sports and the icing on the cake in this activation was getting the opportunity to collaborate with Tim Howard.
Tim is a hero and legend in the world of soccer and encapsulates everything that Invictus is about.”
Andy Etches, Founder and Director at Rezzil said “We’ve loved working with Paco Rabanne on this in-game activation for Invictus with Bidstack and Starcom Worldwide. As a platform designed to train elite athletes it was fantastic to be able to work with Tim and put his skills to the test with our in-game challenge.
Creating branded experiences like this within the metaverse offers a glimpse of the future potential for brands. Our aim is to deliver world class training games that improve fitness and reaction times whilst also delivering a great user experience. With this campaign we’re proud to have been able to deliver on our core product offering in a way that respects and enhances the player experience.”
About Bidstack
Bidstack is the leading in-game advertising and video game monetisation platform. Their sophisticated technology allows brands to serve advertisements into natural spaces within video games whilst protecting the gaming experience.
These branded experiences can vary from trackside banners and cityscape billboards to pitchside LED boards, skins or any other contextually relevant spaces within the metaverse.
The company has more than 80 staff across five international locations and is a public company listed on the London Stock Exchange.
About Starcom Worldwide
Starcom is the Human Experience Company. A world-renowned media communications agency, we harness the power of media, technology and data to create experiences people love and actions brands need.
With more than 7,000 employees worldwide, Starcom partners with the world’s leading marketers and new establishment brands, including Bank of America, Best Buy, Coca-Cola, Kellogg Company, KraftHeinz, Novartis, P&G, Samsung, Visa and more.
Starcom is part of Publicis Media within Publicis Groupe [Euronext Paris FR0000130577, CAC40], one of the world’s leading communications groups.
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Gaming
The German Games Industry Association congratulates all winners of the German Computer Game Awards 2024
• “EVERSPACE 2” by ROCKFISH Games is ‘Best German Game’ 2024
• Pixel Maniacs from Nuremberg wins in the ‘Studio of the Year’ category
• ‘Best International Game’ is Baldur’s Gate 3
• ‘Player of the Year’ is Maurice Weber
High-quality games, great entertainment and many well-known personalities from the games industry and the cultural, societal and political spheres – the German Computer Game Awards 2024 (DCP), presented this evening in Munich, featured all that and more. Numerous guests celebrated the best games from Germany and the creative minds behind them in person at Eisbach Studios in Munich. The award show, which was hosted by Katrin Bauerfeind and Uke Bosse, was additionally followed by hundreds of thousands of viewers via live stream. A total of 800,000 euros was awarded in cash prizes. “EVERSPACE 2” by ROCKFISH Games was chosen ‘Best German Game’. The ‘Studio of the Year’ award went to Pixel Maniacs from Nuremberg, which has made a name for itself with successful games like the party racing game “Can’t Drive This”, its multifaceted involvement in the game industry and its promotion of young talent, as well as with its innovations in the area of marketing. The ‘Special Jury Prize’ was awarded to the project “Gaming ohne Grenzen” (Gaming without Borders), an initiative that enables young people with disabilities to participate actively in game culture – for example, by assessing in inclusive game testing groups the accessibility of various games as well as the ability of certain technologies to help overcome barriers in video games. In voting by the community and the jury, Maurice Weber was selected ‘Player of the Year’. The games editor and Twitch streamer regularly analyses current developments in the games industry and takes a critical look at them, while at the same time formulating a clear stance for more diversity and against extremism in games and society.
The German Computer Game Awards, which honour the year’s best German-produced games, are hosted by the German Federal Government, represented by the Federal Ministry for Economic Affairs and Climate Action, and game – The German Games Industry Association.
‘Congratulations to all winners of the German Computer Game Awards 2024!’ says Felix Falk, Managing Director of game. ‘Even in these very challenging times for many German firms in the industry, German games companies have created high-quality and successful games that have deservedly been honoured on the big stage of the DCP. Around half of these outstanding games were developed with the support of federal game funding. This once again demonstrates the potential that we can leverage when the underlying policy framework for game development in Germany provides for truly predictable and internationally competitive conditions – conditions that allow games from Germany to shine even more brightly all over the world and achieve even greater success on the national as well as international stage. We must make this our goal!’
Overview of all winners:
Best International Game (not endowed)
Baldur’s Gate 3 (Larian Studios)
Best German Game (endowed with 100,000 euros)
EVERSPACE 2 (ROCKFISH Games)
The other nominees will each receive 30,000:
Atlas Fallen (Deck 13 Interactive/Focus Entertainment)
Fall of Porcupine (Critical Rabbit/Assemble Entertainment)
Best Family Game (endowed with 40,000 euros)
Spells & Secrets (Alchemist Interactive/rokaplay)
Newcomer Award – Best Debut (endowed with 60,000 euros)
Ad Infinitum (Hekate/NACON)
The other nominees will receive 25,000 euros each:
Fall of Porcupine (Critical Rabbit/Assemble Entertainment)
Lose CTRL (Play From Your Heart)
Newcomer Award – Best Prototype (endowed with 50,000 euros)
Misgiven (Symmetry Break Studio)
The other nominees will receive 25,000 euros each:
Bloodletter (Katharina “Mikey” Müller, David Cafisso, Marvin Braun, Alica Schneider/Hochschule für Technik und Wirtschaft Berlin)
EcoGnomix (Lars Hinnerk Grevsmühl, Lars Eble, Bahy Nguyen, Marcel Zurawka, Alec Shae)
Footgun: Underground (Eduard Dobermann, Theo Lohmüller, Georg Nimke, Robert Pistea, Lukas Salewsky)
REPLICORE (Sarah Inés Roeder, Rody Nawezi, Leonhard Gläser, Maximilian Götz/ HAW Hamburg)
Best Innovation and Technology (endowed with 40,000 euros)
Marble Maze (Fox-Assembly)
Best Serious Game (endowed with 40,000 euros)
Friedrich Ebert – Der Weg zur Demokratie (Playing History/Stiftung Reichspräsident-Friedrich-Ebert-Gedenkstätte)
Best Audio Design (endowed with 40,000 euros)
Ad Infinitum (Hekate/NACON)
Best Game Design (endowed with 40,000 euros)
Lose CTRL (Play From Your Heart)
Best Graphic Design (endowed with 40,000 euros)
The Bear – A Story from the World of Gra (Mucks! Games)
Best Mobile Game (endowed with 40,000 euros)
Cat Rescue Story (Tivola Games)
Best Story (endowed with 40,000 euros)
Ad Infinitum (Hekate/NACON)
Studio of the Year (endowed with 50,000 euros)
Pixel Maniacs
Player of the Year (not endowed)
Maurice Weber
Special Jury Award (endowed with 10,000 euros)
Gaming ohne Grenzen
The post The German Games Industry Association congratulates all winners of the German Computer Game Awards 2024 appeared first on European Gaming Industry News.
Flexion, the games marketing company, and Kabam, one of the world’s leading game developers, announced a new partnership to bring Marvel Contest of Champions to alternative app stores. Flexion will distribute the game on the Amazon Appstore, Aptoide, ONE store, Samsung Galaxy Store, and Digital Turbine Hubs in 2024.
“We are excited to partner with Flexion to bring Marvel Contest of Champions to even more players. Flexion’s expertise, experience and technology make them the ideal partner for us. This collaboration will help us reach new audiences by making Marvel Contest of Champions available on even more app stores. This is especially exciting ahead of the game’s upcoming 10-year anniversary,” SeungWon Lee, CEO of Kabam, said.
“We are delighted to partner with Kabam, one of the world’s leading game developers, to bring their hit game to more players around the globe. This partnership is a win for Kabam and the app stores, which we will connect to drive audience engagement,” Jens Lauritzson, CEO of Flexion, said.
Marvel Contest of Champions is an epic fighting RPG with over 260 iconic Marvel Super Heroes and Super Villains in the ultimate cosmic showdown. Players can collect and build a competitive team of Champions, compete against the world’s top Summoners, battle through an epic and deep Marvel story, and team up with powerful Summoners in alliances to become the Ultimate Marvel Champion.
“We’re delighted to add such a well-known and successful game like Marvel Contest of Champions to our portfolio. I am very positive about the growth potential of these alternative stores in 2024. There is no better time to expand to more audiences,” Jens added.
Marvel Contest of Champions will be available on the Amazon Appstore, Samsung Galaxy Store, Aptoide, and ONEstore Korea starting on April 29, 2024, with Samsung Gaming Hub, OneStore Global, and DT Games Hub following in the near future.
The post Flexion and Kabam Team Up to Bring Marvel Contest of Champions to the Alternative App Stores appeared first on European Gaming Industry News.
Gaming
World’s Best Teams to Compete in UK’s First Professional Women’s VALORANT Tournament in 2024, Red Bull Instalock
The UK’s first professional women’s esports tournament of 2024, Red Bull Instalock, is set to take over the Bull Gaming Sphere in Shoreditch, London for two days of thrilling VALORANT action from April 20 to 21. Red Bull Instalock will invite four of the world’s best women’s VALORANT teams to battle it out to become inaugural champions.
Promising a thrilling experience for viewers worldwide, the invited teams list includes G2 Gozen, GIANTX, Karmine Corp and Shopify Rebellion. Boasting four of the best women’s VALORANT teams globally, Red Bull Instalock will be a must-watch for VALORANT fans.
The LAN tournament will be broadcast from London’s premier gaming and esports venue, the Red Bull Gaming Sphere in Shoreditch, which will be transformed to replicate the in-game atmosphere of the legendary VALORANT map “Icebox”.
A unique format will be deployed to shake up traditional team compositions. Each team will be required to use three duelists, the game’s dedicated offensive class, which will encourage aggressive plays while rewarding tactical expertise and clutch skills to promise viewers worldwide an exhilarating viewing experience.
The Semi-Finals on Saturday 20th will set the stage for a pulse-racing Final day on Sunday 21st. Red Bull Instalock will also host a one-of-a-kind exhibition match, featuring a star-studded cast of fan-favourite VALORANT creators.
Renowned British esports host, Yinsu Collins, will be headlining the broadcast, with commentary provided by Kieran “Kairo” Tulloch, Billie “BillieIDK” Purdie, Matt “Twiggy” Twigg, and Harry “Hazza” Chapman. British FNATIC content creator and partnered streamer Megan ‘Megsoundslikeegg’ Garner will host the creator showmatch on Sunday 21st.
Looking ahead to the tournament, Red Bull Player and member of G2 Gozen Michaela “mimi” Lintrup said: “It’s fantastic to see another event for women’s VALORANT come into play and Red Bull Instalock is another amazing step into making a really lively competitive scene. It’s also going to be great for fans, with the format twist bringing a really exciting and new edge to every matchup.”
Red Bull Instalock will be broadcast live on Red Bull’s Twitch and YouTube channels, featuring top talent from the UK and around the world.
AGON by AOC, a global leader in gaming monitors, returns to join the Red Bull Gaming universe once again as the official Monitor Partner for Red Bull Instalock. Bringing the event to life and providing cutting-edge hardware for the esports tournament, AGON by AOC is equipping the event with the AGON PRO AG254FG monitors, featuring a 360 Hz refresh rate and 1ms response time for the best in-game experience.
The post World’s Best Teams to Compete in UK’s First Professional Women’s VALORANT Tournament in 2024, Red Bull Instalock appeared first on European Gaming Industry News.
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