Users are acclimatised to them in this context. In fact, Fifa has had sponsors in the game as long as it has been physically capable of graphically rendering them. What makes it an appealing spot is that it is a fertile audience too, "it understands and is comfortable with the role sponsors play in sport". Neil Hopkins, director of M&C Saatchi Sport and Entertainment, described how brands often try and navigate the "Wild West world" of eSports and videogames, and that Fifa's activity is "a relatively straightforward way of reaching what is without doubt an incredibly large and highly-engaged audience".
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