Mixed-reality sports companies are taking brand partnerships to the next level. YPulse has told you that the future of marketing is inside video games, and now mixed-reality sports companies like Arcadia and Virtual Athletic League (VAL) are leaning into the rise of competitive gaming to help brands reach young consumers in virtual sports environments. Arcadia built a virtual Space Jam arena in July, allowing players to live out their Space Jam fantasies by playing on a virtual court themed around the film, and VAL’s VR Summer Games (running until September 12) includes popular titles like Walkabout Minigolf and Blaston for players to compete in. Mixed-reality sports offer heightened opportunities for brands to engage with sporting events, allowing them to get creative with logos that splash in all directions and activations that bring their brand personality to life. YPulse’s gaming data shows that 77% of young gamers feel that more brands should be paying attention to gamer culture. (Digiday)
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