Brand Partnerships
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Xbox Announces New Film, TV and Entertainment Division XP, Led by Former Minecraft Studio Head
Xbox has launched a new division called XP, focused on expanding its gaming franchises into film, television, merchandise, live events, and partnerships. Led by former Minecraft studio head Kayleen Walters, the division aims to reach audiences beyond the games themselves, leveraging recent successes like the Minecraft movie and the Fallout series.
400 Million Fans: Study Finds How Esports Influences Gen Z and Their Purchasing Behaviours
A new study by ESL FACEIT Group, Hero Esports, and Niko Partners reveals that esports significantly influences Gen Z purchasing behaviors, with 74% reporting that advertising and brand participation in gaming spaces affect their buying decisions. The research, based on 8,000 Gen Z respondents aged 13-30, highlights that 85% notice branding in esports, and 66% have purchased products due to collaborations with esports teams, games, or players. The study also details Gen Z's diverse interests beyond gaming, including music, streaming, and sports, indicating broad opportunities for authentic brand engagement.
007 First Light's brand placement is obnoxious, but it works. What it could mean for the industry, however, scares me
007 First Light features prominent product placement from brands like Omega and Aston Martin, which are integrated organically into the James Bond universe. While effective in the game, the article expresses concern that this level of brand integration in single-player titles could become obnoxious and detract from immersion if widely adopted by other developers, drawing parallels to the over-saturation of brand collaborations in multiplayer games.
Devsisters to Debut Breakout Global IP CookieRun at Licensing Expo with Standalone Booth
Devsisters is debuting its global IP CookieRun at the Licensing Expo in Las Vegas to secure partnerships in lifestyle categories such as toys, fashion, and food. The franchise has surpassed 300 million players and $1 billion in revenue, with the U.S. as its largest market. CookieRun: Kingdom was a trending topic on YouTube in 2025, and the brand is expanding with a trading card game and an upcoming open-world title, CookieRun: NewWorld, for PC and console.
Don’t Expect Product Placement in GTA 6 — the CEO of Take-Two Says It Won't Do Real World Brand Partnerships Because 'All the Brands Are Made Up'
Take-Two Interactive CEO Strauss Zelnick stated that Grand Theft Auto 6 will not feature real-world brand partnerships or product placement. He explained that the fictional brands within the game's parody-filled world are more fitting than integrating actual companies.