The Power of Gaming and Content Creation

Josh Colliluori
SXSX 2025 - SJMC Student Media Coverage

Companies are looking for new avenues to generate interest or activate their brand in the video game industry. Colin Daniels, the creator, economy and commerce editor at Adweek, has his finger on the pulse of America’s cultural heartbeat. He intends to show SXSW 2025 how gaming and content creation can be a powerhouse combination with unlimited possibilities.

“The gaming and creative realm is so vast, there's no right or wrong answer, and I feel like I'm constantly learning of new ways that creators are engaging in the gaming realm and making it their own versus like one size fits all,” Daniels said. “It's like there is no right or wrong answer when creating content like you don't. There is no template.” 

The incredible growth of gaming has resulted in an industry that is valuated at $66 billion of the gross U.S. gross domestic product and boasts over 190 million gamers across the country. Globally, there are 3.2 billion gamers and a valuation of $184 billion. 

“You remember how, when we were kids, it would be like Tony Hawk [Pro Skater], and they would just put a Powerade banner in the background and that was the brand activating in the video game,” Daniels said. “I feel like now we've seen the Roblox concerts where it's Justin Bieber... Tate McRae just did one. I feel like now brands are like, ‘Oh, for us to actually connect with this demo, we can't just pop our sign in there and that count as activating in a video game. We need to figure out how do they interact?’ And I love each time I talk to (a) creator in the gaming realm that I'm always learning something different.”

Panelists

  • Colin Daniels: Creator, economy and commerce editor at Adweek
  • Nadia Tseng: Senior vice president for brand solutions at Open World and Loaded 

This session is designed for the entrepreneur, the account manager, the gaming executive and everyone in between. With Daniels’ wealth of experience, he will provide insight into brand placement and how to leverage companies like Open World into successful brand awareness campaigns, which in turn can turn a company’s branding to the next level.

Session Overview

The panel will explore critical topics, such as:

  • The evolution of hyper-specific marketing campaigns in-game to powerful and influential tools for brands.
  • How companies like Spotify and Gillette have engaged their marketing efforts in a powerful gaming industry 
  • The rise of consultancies like Open World that assist with brand activating in gaming spaces. 

Session Details

  • Title: Brands Getting in the Game: Content, Creators and Community
  • Date: March 9, 2025
  • Time: 11:30 a.m. - 12:30 p.m. 
  • Location: Manchester Room at the Fairmont Hotel