Entering the Gaming Universe

By Zahra Mirza

It was a typical Sunday pyjama day, and we approached the dreaded “kids' screen-free time”
portion of the day. One of my 6-year-old twins decided to get his art supplies and started
drawing logos (completely unprompted by me, I promise!). He sketched the Target logo and a
few other well-known international brands. Curious, I asked how he knew them. His answer?
Roblox! This sparked my journey into exploring how brands are making a huge impact in the
world of online games and utilising this information to create more compelling and holistic digital marketing strategies. Needless to say, screen-free time was over, and my three boys eagerly took me (the “noob”) on a journey to explore all the different “worlds” in Roblox, in exchange for 800 Robucks.

Social Media Clutter

For years, social media platforms like Facebook, Instagram, and X were the dominant arenas
for digital marketing—in fact, up until a year ago, brands dominated most of the social platforms, with very little room for personal connections, conversations, and updates. This is because brands could use highly targeted ad placements to reach niche audiences based on data tracking and metrics. However, with the prevalence of privacy regulations and the sheer clutter of social media platforms, brands can no longer collect data and personalise ads the way they used to.

According to eMarketer, social media ad spending is expected to decline by 15% by 2025,
driven by growing privacy concerns and the increased use of ad-blocking software. Moreover,
42% of internet users now actively use ad-blockers to avoid disruptive content, making social
media ads far less effective than they once were. This is pushing brands to explore other, less
invasive platforms to connect with their audience.

From Creepers to Avatars and Skins

As the power of social media marketing wanes, online gaming platforms are becoming a more
preferred frontier for digital marketing. Games like Roblox, Fortnite, Minecraft, and even casual
games like Candy Crush are not just forms of entertainment—they are evolving into virtual
environments where brands can engage consumers in innovative ways.

While I continued to navigate Roblox with the help of my kids, it was clear why it has become
one of the most compelling platforms for brands to experiment with immersive, interactive
marketing.

“NIKELAND” virtual world on Roblox is a fascinating example of this—where users can engage
in sports and games like “the floor is lava” and try on digital versions of Nike gear.

Gucci, closer to my heart, launched a digital collection in Roblox, offering virtual Gucci items that players could purchase for their avatars. Gucci even collaborated with Zepeto, a 3D avatar app, to create digital fashion items, blending the virtual with the physical by allowing players to buy the same items in real life.

Closer to home, MTN jumped on the Roblox train to create an interactive virtual world where
users could explore digital infrastructure and complete mini games related to connectivity and
data usage. As part of their broader strategy around digital literacy, MTN’s in-game world served as an immersive way to communicate the value of data and technology.

As I continued my exploration into Roblox, my older son explained how other gaming platforms have similar examples. Who knew that Fortnite is not just about shooting and building forts? It is a social space where players can watch concerts, attend movie premieres, and even shop. With over 400 million registered players, Fortnite is a powerful marketing tool for brands like Balenciaga, which created a digital fashion line available both in-game and in the real world. Travis Scott’s in-game concert drew over 12 million live viewers, demonstrating the potential of Fortnite as a global marketing platform.

Similarly, Minecraft is not just about building and surviving the "nether." Unilever’s Dove brand
created a campaign within Minecraft called “The Self-Esteem Project,” aiming to reach younger
audiences with a positive message on body image through in-game challenges and content.
This has proven to be an effective way of subtly embedding the brand’s core purpose within a platform that millions are engaged with.

The Rise of eSports & Streaming Platforms

The gaming world doesn’t just stop at casual players—eSports and gaming-related streaming
platforms like Twitch, YouTube Gaming, and Discord are growing in influence. Twitch, for instance, has over 140 million monthly active users, many of whom spend hours watching their
favourite gamers. Brands like Coca-Cola and KFC have already invested heavily in eSports
sponsorships and Twitch advertising, capitalising on this growing, loyal audience.

Deeper Engagement

Online gaming platforms offer something unique—deeper engagement. Unlike social media ads that users can scroll past or block, in-game brand experiences feel more organic and are tied to the immersive nature of these virtual environments. In Roblox, for example, a player might build a house using Corobricks and decorate it with branded furniture from Coricraft’s virtual showroom. In Fortnite, they might attend a virtual event sponsored by Oros, which feels more like entertainment than marketing.

Data from Accenture shows that the global gaming industry now comprises 2.7 billion players
worldwide, with more than $200 billion spent on games, subscriptions, and in-game content in 2023 alone. This vast audience offers brands access to a global market that is increasingly
shifting away from traditional advertising channels.

The Future is Interactive, Immersive, and Digital

The future of marketing is moving rapidly toward immersive, interactive environments—especially online games. Whilst the more prominent retail brands across the African continent have made great strides in adopting this notion, there are ways in which more brands across the continent can find new ways to engage with consumers that feel natural and are embedded within the user experience. Whether it’s a co branded world within Roblox, an event in Fortnite, or a sponsorship in the esports space, gaming platforms offer endless opportunities for brands to innovate and connect.

Techniques For Crafting Compelling Brand Narratives That Resonate

By Sandy Goodall

Storytelling is more than just an art form; in branding, it’s a powerful tool that shapes perceptions, drives consumer engagement, and builds lasting relationships. So, to master this art form, let’s dive into how you can whip up a brand narrative that sticks like glue and keeps your audience coming back for more.

Crafting Compelling Brand Narratives: Resonance and Engagement

In a world where everyone is shouting for attention, brands that whisper stories straight into the hearts of their audience, win. These connections foster deeper consumer engagement, build trust, and cultivate long-lasting loyalty. In today’s competitive market, crafting a brand story that captures attention and resonates emotionally is no longer an option—it is a necessity. Here are some tips on how to grab attention, stir emotions, and leave a lasting impression:

Focus on your uniqueness

Understanding the intricacies of your brand and effectively communicating them is fundamental to storytelling. That’s why your brand’s Unique Selling Proposition (USP) should be the backbone of your story—it’s what differentiates you from competitors. Patagonia, for example, didn’t just say, “Hey, we make outdoor gear." They served up a narrative steeped in sustainability, adventure, and purpose, turning their brand into a symbol of environmental heroism. By sharing lesser-known facts about your brand and highlighting your values, mission, and vision instead, you can craft a narrative that informs and delights your audience. This approach ensures that your story remains authentic, easy to recall, and is deeply connected to your brand’s purpose, such as demonstrating a commitment to social responsibility. The result? A story that’s not just remembered but savoured.

Know your audience and where to find them

Before you start telling your story, you need to know who you’re talking to. Are they the adventurous type who can scale a mountain on a whim, or are they the cosy homebodies who'd rather read about it from their couch? This is why conducting thorough research on your audience’s demographics, preferences, and behaviours is essential. Nike’s “Just Do It” campaign resonates deeply with a broad audience because it taps into the universal theme of perseverance and self-improvement; however, these themes look different for everybody, and this is where the real work begins. This is how Nike is able to create multiple storylines that touch on unique experiences and situations that individuals encounter.

Once you have a clear picture of your audience, tailor your narrative to speak directly to them, ensuring consistency across mediums to reinforce your brand’s identity. This consistency not only strengthens your message but also builds a recognisable brand presence that resonates with your target audience.

Be Authentic

In a world of instant fame, fly-by-night trends, and filters, remaining true to yourself is the ultimate power move. Your brand story should be like a great novel—real, relatable, and with just enough plot twists to keep things interesting. Apple’s narrative, which began with a simple story of innovation in a garage, has grown into a global tech phenomenon that people can’t get enough of. Authenticity fosters trust, making your brand more relatable and encouraging consumers to form genuine connections. When your brand story reflects your true values and mission, it resonates more deeply with your audience.

So, whether you’re launching a brand, going through a refresh, or planning a campaign, mastering the art of brand storytelling isn’t just about telling a tale—it’s about creating a narrative that resonates with authenticity, aligns with your audience, and highlights what makes your brand truly unique. Embrace storytelling as the heartbeat of your brand and watch it inspire, engage, and connect in ways that traditional marketing simply cannot.

The Power of Symbols

Image of a man protesting and holding a sign that reads Power of symbols

The Power of Symbols

Reclaiming symbols of oppression
for movements of liberation

By Ruan Thiele

Symbols hold immense power in our visually driven society, influencing perceptions and mobilising people. Michael Bierut, an influential critic and graphic designer, suggests that symbols do not have inherent meanings; these meanings are built over time through usage. This idea underscores the transformative potential of symbols, which can change societal perceptions and mobilise movements. Symbols like the Apple logo and the Nike swoosh have evolved from simple images to representations of globalised technology and relentless drive, respectively.

This adaptability of symbols implies that their meanings can shift based on how they are used and by whom. While symbols can ignite positive change, they can also incite fear and discrimination. However, liberation movements have successfully appropriated symbols associated with oppression to create positive social change.

Raise a Fist

The raised fist, now a ubiquitous symbol of resistance, was originally used by the Soviet Union in propaganda and the dismantling of the Russian monarchy, later being used to signify the power and control of the working class under communist rule. Over the last half-century, this association with state authority has been overthrown by liberation movements and democratic socialist political parties to denote the overthrowing or challenging of societal norms and established power structures.

Most notably, the Black Power Movement in the 1960s reclaimed the fist to symbolise unity and strength in the fight against racial inequality. The Black Panther Party used it to signify their commitment to civil rights and the empowerment of African Americans. This transition transformed the raised fist into a symbol of liberation and resistance against oppression.

In recent years, the raised fist has been linked to many protest movements, from Occupy Wall Street to the global Black Lives Matter demonstrations, illustrating the lasting power of design to drive social change and create unifying symbols for mobilisation.

Image of people with a a pink triangle diamond in the middle.

Pink is for Power

The pink triangle, initially used by the Nazi regime during the Holocaust to identify and persecute homosexual men and transgender women, became a stark reminder of the atrocities committed against the LGBTQ community.

In the 1980s, LGBTQ civil rights organisations, most notably ACT UP (AIDS Coalition to Unleash Power), reclaimed the symbol during the AIDS crisis. They flipped the triangle’s downward direction to communicate action, turning it into a signifier of LGBTQ lives lost due to prejudiced political ideologies. In recent years, the symbol and its original slogan “Silence = Death” have been appropriated by the pro-Palestine support movements to resemble a sliced watermelon, a symbol of the oppression of the Palestinian flag.

The pink triangle now serves as a reminder of LGBTQ struggles globally and has become a symbol of solidarity and a call to action for equality and human rights, transforming a label of prejudice into an emblem of pride.

Kingdom of Anarchy

Symbols are not limited to graphic icons or shapes; any visual representation that communicates a specific message can be seen as a symbol. Jamie Reid’s design for the Sex Pistols’ "God Save The Queen" single cover exemplifies this. The defaced portrait of Queen Elizabeth II, using a photograph from her Silver Jubilee, represented the tearing down of the establishment by the marginalised.

Initially controversial, the image has become synonymous with the 1970s British Punk movement, which sought to challenge the oppressive social and political structures of the time, epitomised by the British monarchy and signifying its resistance and anti-establishment sentiments. This transformation illustrates how symbols can be repurposed to challenge oppressive social and political structures.

The Power of Symbols

Symbols hold immense power, conveying complex ideas and emotions through 3 established associations. They can mobilise people and create impactful societal change when used effectively. However, authoritarian regimes have misused symbols to foster prejudice and incite violence. In response, marginalised communities have reclaimed and reappropriated oppressive symbols to represent hope and resistance, reclaiming their power and fostering liberation.

Reappropriating oppressive symbols involves redefining their meanings to align with liberation values and goals. This challenges historical narratives and unites people around a shared vision for impactful change. These principles also apply to logo design for NGOs and nonprofits. Symbols associated with these organisations should resonate deeply, mobilise communities, and amplify their messages. Effective symbols foster support, education, and visual storytelling, driving impactful societal change through design.

The transformative potential of symbols lies in their ability to evolve, reflecting the new meanings attributed to them that inspire action. Liberation movements exemplify this sentiment, turning tools of oppression into emblems of hope and resistance. By leveraging these principles, organisations can unite people with shared values and goals for the greater good.