• by Richard Whitman , Columnist, June 29, 2021

It's no secret that gaming is big business and marketers increasingly are looking to expose their brands to the multitudes who participate in the activity.

Independent agency Omelet has supported brands’ gaming-focused marketing efforts for years working in the space with clients like Google Stadia, Ubisoft, Microsoft, Warner Bros., Square Enix and others.

And now the LA-based shop has repackaged its capabilities into a new offering its calling the “Cheat Code,” offering services from strategy, creative and production through launch and measurement. The agency is positioning its service as a “one-stop” for brands just getting into the space and those well-versed in it.

The gaming landscape can be a tricky one for brands to navigate, says Josh Smutko, Group Creative Director at Omelet. “Every gaming audience is a spectrum,” says Smutko. “And they can’t be treated through a single mindset or profile. The binary labels don’t work anymore. This is at the core of the challenge brands face entering gaming [which is] understanding how to communicate with such a complex set of demographics and psychographics.”

Thanks in part to the pandemic the global gaming market rose 9.3% over the past year to $160 billion, making it the largest entertainment category by revenue. Market research firm Mordor predicts it will surpass $250 billion by 2025.