Jonathan Stringfield is vp, business research and marketing at Activision Blizzard and the author of Get In The Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies. Previously, he was director, marketing insights and analytics at Twitter, where he was responsible for all measurement and ad effectiveness research for the U.S. advertising business. Prior to that, he was an early member of Facebook’s measurement solutions research team and led demographic research for Nielsen’s TV and media research services. He holds a PhD in Sociology, where his NSF-funded research focused on identity and audience conceptions among users of social media technologies.
The proliferation of video game adaptations portends to a new era of transmedia—the practice of telling a story across multiple forms of media.
It’s been two years since the start of the pandemic, but we continue to see the story of the second screen unfold.
Consumers might not be able to recognize the brand in that quick burst.