Brands are eager to promote their products in front of the estimated 3.7 billion people worldwide who play video games. Now, rather than simply purchasing visibility, more adventuresome advertisers including PepsiCo and L’Oreal are creating games of their own. PepsiCo had a quest developed in collaboration with Y2K Games for Mountain Dew inserted into the latest edition of the publisher’s blockbuster “NBA 2K” series. L’Oréal embedded a mini game in Activision Blizzard’s “Candy Crush Saga” and saw 40,000 samples of the Prada Candy fragrance that was the reward for completing the game claimed on day one of the five-week promotion. Continue reading Brands Create Their Own Games to Expand Marketing Reach

As it seeks to build-out a metaverse, online game platform and game creation system Roblox is courting brands as well as older users (54 percent of the platform’s daily active users are said to be age 12 and below). The popular gaming platform is adding facial capture for users and offering advertisers digital billboards and links to branded destinations. Roblox has been trying to divide its users by age, and added authentication for those 13 and above last September for access to more adult content. As part of the content diversification critical to both initiatives, Roblox is increasing its Game Fund to $35 million. Continue reading Roblox Targets Advertisers, Diverse Users with New Features

Samsung believes foldable phones will play a key role in the future of mobile, and the company has unveiled two high-end models, available later this month. The $1,800 Galaxy Z Fold4 becomes the equivalent of a small tablet, opening like a book to a 7.6-inch diagonal internal display with a 6.2-inch outer screen. The $1,000 Galaxy Z Flip4 has a main display measuring 6.7 inches when opened vertically. It closes to about half the size of the average smartphone, with a mini exterior screen on which text messages and alerts can be viewed. Samsung also unveiled its Galaxy Watch5 Pro and Galaxy Buds2 Pro this week, Continue reading Samsung Unveils Its Latest Folding Phones, Earbuds, Watch

Intellectual property protection is leveraging the power of AI using search. MarqVision is a firm built around monitoring e-commerce and general content platforms policing IP rights, with particular attention to blockchain and NFTs. The Los Angeles-based startup has raised $20 million in Series A funding to further its goal of detecting counterfeits and having them removed from points of online distribution and sale. Originally incubated at Y Combinator, MarqVision has put together a client base that spans from luxury brands LVMH, Ralph Lauren and Baccarat to the more populist Pokémon. Continue reading MarqVision Raises $20 Million to Help Monitor and Protect IP

The ongoing coronavirus pandemic has changed the holiday season in ways big and small. Macy’s Thanksgiving Day Parade is still on, but without spectators, just a sign of the times for the merchant evolving to a primary digital presence. Last month, two Macy’s stores, in Delaware and Colorado, became fulfillment centers rather than places to shop. Other retailers, among them Ralph Lauren, Gap and Clarins Group, are opening virtual stores that create a consumer experience; some are slated to stay online for months after Christmas. Continue reading This Holiday Season to Feature Virtual Shopping Experiences

Walmart, to build a more powerful online shopping destination that can better compete with Amazon, is on the verge of adding Lord & Taylor to its website. Walmart’s idea is to transform its site from a destination for discount goods to an online mall that would feature such higher-end brands as Lord & Taylor. For Lord & Taylor, the online traffic would be welcomed at a time that fewer consumers are visiting department stores. Jet.com and men’s clothing company Bonobos, both owned by Walmart, could also join the site. Continue reading Walmart Elevates Profile With Anticipated Lord & Taylor Deal

At SXSW in Austin, Google and Levi’s debuted the Commuter, a $350 “smart” jean jacket targeting those who bicycle to work. The Commuter also signals a potential direction for wearables; unlike clunky wristbands and watches, the denim jacket gets its smarts from technology woven into the cloth’s fibers. The joint project enables bicycle commuters to tap or swipe the jacket’s sleeves to make phone calls, get directions and check the time through headphones. The jacket will be available for sale in the fall. Continue reading Google, Levi’s Debut Smart Jacket, Sign of Wearables’ Future

Kenyan actress Lupita Nyong’o, currently generating buzz for her performance in “12 Years a Slave,” is the only actress who is campaigning for an Oscar through social media engagement this year. Nyong’o has gained a significant number of followers on Twitter and photo-sharing site Instagram. She has been actively linking photos of herself in magazines and retweeting mentions of her appearances on both sites, which has helped her gain publicity during the ramp-up to this weekend’s Academy Awards.  Continue reading Actress Generates Pre-Oscar Buzz Using Twitter and Instagram