Why authenticity is one of the most important parts of game marketing

SAN FRANCISCO — “Authenticity” in the gaming sphere is both a simple and profoundly complex topic, representing the connection between the ideas, people, and brands being presented in games and the people playing them.

In a talk at GamesBeat 2015 yesterday called “Why authenticity is gaming’s north star,” speakers Greg Vederman of Twitch and Matt Wolf of the Coca-Cola Company addressed the topic in-depth. Wolf heads up the global gaming division at Coca-Cola, which some people might be surprised even exists, given that Coca-Cola’s core product is soft drinks. Wolf, however, is no stranger to the industry, having worked previously at Electronic Arts and Sega of America. He’s devising ways to harness the reach of gaming in order to strengthen the appeal of the globally recognized Coca-Cola brand — such as this year’s Game-a-thon event — and in turn improve gaming experiences.