Keeping it real when you have to balance game advertising and authenticity

Coke’s old slogan was “It’s the real thing.” And that’s a good thing to keep in mind when coming up with promotions and marketing programs that are targeted at gamers.

Balancing authenticity and advertising was the subject of a fireside chat at our recent GamesBeat 2015 conference, where GamesBeat’s Jeff Grubb interviewed Twitch’s Greg Vederman and Coca-Cola”s Matt Wolf on our main stage. They acknowledged that gamers hate fake messages and poor attempts at sending authentic messages to gamers can often make you wince. But that doesn’t mean it’s impossible to draw gamers in.