Study: Gamers Buying The Booze That’s Advertised In Games
Esports has slipped through the cracks when it comes to regulating alcohol advertising, according to new research from the Foundation for Alcohol Research and Education.
“Covert” marketing is used within games to give alcohol brands access to young audiences, which in turn is impacting their behaviour.
“Esports is rapidly becoming the largest entertainment industry in the world, with an audience of 500 million globally and more than $1 billion in revenue annually,” said University of Queensland associate professor Sarah Jane Kelly.
“And although competitive online gaming is still emerging in Australia, with an audience of four million people, our study has found esports is already a highly successful environment for alcohol companies to reach minors and young adults.
“Our findings highlight four factors that make digital regulation a priority issue: the high prevalence of unhealthy product advertising; the monetisation and growth of esports; the complete absence of regulation; and last, but not least, the fact that more than half of the study cohort would be considered addicted gamers.”
As well as being more inclined to purchase alcohol from the brands that advertise in games, heavy gamers (those that played or watched 3-4 days per week or more) were also shown to be heavier drinkers than more casual gamers.
The problem lies with the lack of regulation around alcohol advertising in the emerging esports industry, according to the Foundation for Alcohol Research and Education (FARE).
“Our digital environments, which now include esports, are inundated with covert, ungated marketing, giving alcohol companies unrestricted contact with children and adolescents,” said FARE Chief Executive Michael Thorn.
“Alcohol marketers are capitalising on high-tech advertising models, trickery and tactics that target Australia’s love of sharing cultural and sporting moments, in life and online,” he said.
Thorn called on the Federal Government to make regulating advertising in the space a “top priority”, in light of the recent ACCC Digital Platforms Inquiry.
Latest News
Before Adland: Luke Spano’s High-Stakes Switch
The advertising world is all about risk and reward — bold work can reap huge commercial success but, there’s every chance an idea or campaign could go very, very wrong. Fortunately, Luke Spano, managing director of native content firm Avid Collective is used to a high-stakes career given he was previously a professional poker player. […]
New Study Busts Aussie Advertisers Over False “Clean, Green & Sustainable” Claims
Aussie adland in strife over some of its 'green' claims. By that we mean environmental claims, NOT fibrous vegetables.
Network 10’s Rod Prosser On TV Ratings: “One Measurement System Is Better For The Industry”
The only thing B&T would love more than a chat with Rod Prosser would be a game of squash. Yes, he's a 'yellow dot' man.
It’s Friday Quiz Time Again!
It’s December 1st! So don your best Christmas hat and gather around the office tree because party season is well and truly in full swing – BUT- who’s bringing the drinks? If you’re lucky, it could be B&T! Have you been paying attention this week? Take a shot at this week’s trivia, and the drinks […]
Innocent Bystander Wines Challenge The Boring With New Campaign
Yarra Valley Winery Innocent Bystander has launched a new masterbrand media campaign that will sweep across the eastern seaboard. ‘Come Play in the Shadows’ is a bridge between the serious aspects of winemaking and the bright, social world of wine enthusiasts. It aims to challenge the normal, the boring and the same-same. Innocent Bystander prides itself on […]
Apple Enlists None Other Than Taika Waititi For Gorgeous (& Not Christmas) New Work!
Everyone’s favourite tech brand, Apple, has stymied the current rush of Christmas ads with cute new work promoting the Personal Voice feature of its latest operating system iOS 17. And no expense has been spared either, with none other than Academy award winning director and the world’s most famous New Zealander, Taika Waititi, drafted in […]
Clean Up Australia Unveils Brand Refresh Via uberbrand
Clean Up Australia today reveals a refreshed brand identity to coincide with registrations opening for Clean Up Australia Day 2024. The work was created by Sydney creative agency, uberbrand, and is in the market from this week across TV, radio, outdoor, print and digital platforms. “We are one of the nation’s longest-running environmental charities continuing […]
Musk: Advertisers “Go Fuck Yourselves”
Elon Musk has told advertisers who are considering pulling their spend from X to “Go fuck yourselves” in an on-stage interview. It’s a pretty frank statement for the company’s owner and chief technology officer which, until recently, received 90 per cent of its revenue from advertising partners. Musk was chatting to journalist Andrew Ross Sorkin […]
Triple M Puts The Gold Back In The Gold Coast
It’s the station the Gold Coast grew up with, and in a local nod to its heritage, Triple M today has been officially renamed to 92.5 Triple M Gold. 92.5 Triple M Gold has brought the good times and greatest hits back to the Gold Coast with Flan, Ali & Spida for Breakfast, South East Queensland’s very own […]
SenateSHJ Launches New Trans-Tasman Practices
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Nova Shakes Off Swift Mania With Dedicated Station
As Australia counts down to the launch of Taylor Swift’s much anticipated The Eras Tour in February 2024, Nova Entertainment Network has launched a new station dedicated to the pop superstar. Nova (Taylor’s Version) will be available to stream 24/7 on the Nova Player App or on novafm.com.au up until February 2024. The dedicated station […]
QMS CEO John O’Neill On His Plans To Get OOH Spend Up To 20% (Watchout TV!)
Out-of-home (OOH) advertising has seen a meteoric rise in recent years – rising from 4-5 per cent of ad spend to 10-11 per cent of ad spend. Speaking to B&T, QMS CEO John O’Neill outlines his plans to move this up to 20 per cent. Picking Up A Percentage Of Revenue From TV One […]
AANA’s New Code Means Stricter Rules Apply To Advertising To Children
The new Children’s Advertising Code comes into effect today following the completion of a wide-ranging public review by Australian Association of National Advertisers (AANA). The new Children’s Advertising Code extends safeguards to all advertising directed at children, addressing concerns from the community, government and industry. AANA CEO Josh Faulks said the new Code recognises the […]
New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
“Cut The Crap!” Piers Morgan Sensationally Outs “Royal Racists” On His TV Show
The corgis, anyone in the Palace with a funny hat & even Camilla off the hook, as Piers delivers royal racist dirt.
Wednesday TV Ratings: 365,000 Sign Up To Watch The Last EVER Hot Seat on Nine
Mrs McGuire reportedly unhappy about Eddie loafing about the house after Nine cans Hot Seat.
B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
It’s The Best Of The Best – Directors Of First Impressions, Presented By Finecast, Part Of GroupM Nexus
They're the ones with the best hair and the whitest teeth! Yes, it's adland's top 10 directors of first impressions.
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]
Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
PubMatic Nabs Luke Smith From Seven West Media
Seven's Luke Smith quits for PubMatic. However, he's still in line for one of James Warburton's annual Christmas hams.
Slew Of New Hires At Snap Inc.
Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.
Michael McLacren Confirmed As Deb Knight Replacement For 2GB Afternoons
Think AM radio has a bit of an angry boys' club feel? It's not improving things with this news.
Reddit Gets Playful Brand Refresh
This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.
World Square Counts Down To Christmas With Sydney’s Biggest Advent Calendar
Hopefully this news will get you in the Christmas spirit. Either that or go and stand in Westfields for nine hours.
Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
B&T’s Search For Australia’s Greatest Ad Part 5!
B&T's vote for Australia's greatest-ever ad is much like the recent referendum sans the mudslinging and Kamahl.
Ignite the Thrill: National Drag Racing Championship Unleashes Media Campaign Via Murmur Group
If there's one sport in the world that's thumbing its nose at global emissions, it's probably drag racing.
Rethink Ink: Is It About Time You Reconsidered Print?
Print's not merely an excellent vehicle for brands, it's also perfect for getting the barbecue alight for the sausages.
Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]
Cannes In Cairns Media Accreditation Open Now!
Work in media? Want to cover next year's Cannes In Cairns? There'll be no free piña coladas without this form.
In-House Agency Council Research Report: 78% Of Marketers Now Work With An In-House Agency
In-housing is definitely an industry hot button topic. Admittedly still a long way behind office affairs.
OMA Announces Winners Of The Q3 Creative Collection Competition
Who doesn't love the out of home medium? Apart from the very real chance of being shat on by a bird.
JOLT Launches Industry First In-App Advertising Solution
Do you drive an EV more for its bragging potential than anything environmental? You may enjoy this electric news.
Ideally Nabs Simon Gawn From Denomination
Denomination's Simon Gawn jumps ship to Ideally. Apparently his farewell from his barista was very touching.
SurfStitch Unveils New Brand Position & Summer Campaign
Did that winter diet not result in the beach body you so hoped? Read this surfwear article with caution.