How Gaming Shapes the World, with Sophie Paterson
You know that feeling that rushes through your body when you finally beat the final boss of a video game?
You’ve got your console in your hand, you’re ready to deliver the perfect combinations, the character on the screen is blocking, striking, and running all at the right time. One final blow and it’s all over.
It’s an exciting, fulfilling rush.
Huge communities of people chase this rush with every new game that comes to the market.
For those of us who aren’t ‘gamers’, we chase that feeling through different mediums. The intensity of a rock band, the anticipation of a new season of a favourite tv show, midnight releases of movies that have consumed the media.
Whatever it may be, there is no denying that gaming and entertainment fuel our everyday lives. They are essential to the human experience. They provide joy.
Sophie Paterson, head of gaming and entertainment at Ogilvy Australia understands the need for these communities to continue to be successful.
LBB’s Casey Martin spoke to Sophie about the niche nature of the gaming and entertainment communities, despite their incredibly large size.
LBB> In your own words, what does it mean to be head of gaming and entertainment at Ogilvy?
Sophie> Apart from having one of the most fun job titles, being the head of gaming and entertainment at Ogilvy PR means leading earned creativity across these dynamic sectors, understanding the unique nuances of these audiences, and crafting strategies that resonate authentically. I see my role as leading our teams to deliver solutions that bridge the gap between brands and these communities, ensuring our clients can build meaningful connections that drive impactful results.
LBB> What drew you towards this aspect of the industry?
Sophie> Gaming and entertainment are powerful mediums that shape our world. The interactive and immersive nature of gaming, combined with the emotional and cultural impact of entertainment, presents an incredibly exciting opportunity to create compelling narratives.
And passion; I’m a deeply passionate fan, first and foremost, and I've been fortunate to have a career that has always aligned with my passions. Through my roles at Spotify, Sony Music Entertainment, and getting my PR-start working with Activision Blizzard and Electronic Arts, I've deepened my appreciation for the emotional and cultural resonance of entertainment in all its forms. These experiences make me even more passionate about crafting stories that captivate and inspire.
LBB> What advice have you received that you continue to look back on when challenges arise?
Sophie> One piece of advice that has always resonated with me is to stay curious – if I stop learning (or wanting to learn), I’m not doing my job, nor am I enjoying it. In the ever-changing landscape of gaming and entertainment, maintaining a mindset of curiosity is crucial; it allows me to adapt, innovate, and stay ahead. By constantly seeking new knowledge and experiences, I can better understand trends, embrace emerging technologies, and deliver more impactful and relevant storytelling.
LBB> When working with and for huge brands such as Spotify and Sony Music, what are the biggest challenges you faced?
Sophie> Ensuring that campaigns are culturally relevant and resonate with today’s diverse and fragmented audiences is a significant challenge. Audiences are more varied in how they consume and connect than ever before. Navigating the fast-paced nature of the industry while delivering consistent and impactful results requires a constant balancing act and it demands a deep understanding of cultural nuances, a keen sense of timing, and the ability to adapt quickly to shifting trends.
LBB> Having worked for music brands for a number of years, what’s your go-to music to listen to and how important is music to a creative/strategic process? How can it help?
Sophie> Right now, it's a brat winter with Charli XCX on repeat all day, every day! My go-to music varies with my mood and the task at hand, but I mostly listen to upbeat pop, alt-pop, or electronic music for focused work, or when I need a creative or motivating boost.
Music has always played a crucial role in my life, so it’s naturally essential in my creative and strategic process. It sets the tone, evokes emotions, and inspires ideas.
Staying connected to culture is also vital to my role, so experiencing music and other forms of entertainment live (i.e. gigs, festivals, theatre, going to the movies, galleries, etc) is important. Doing this allows me to escape, connect, immerse, create memories, and feel total joy, which helps me with my creative/strategic process in many ways, both tangible and intangible.
LBB> It has been said in the past that the gaming industry is possibly the biggest market when it comes to entertainment and yet, it seems brands struggle to gain momentum. Is it a bit of an untapped market? What are your thoughts on the crossover between advertising and games?
Sophie> The gaming industry is a massive and rapidly growing market, with the numbers speaking for themselves. In Australia alone, the video game market is valued at over AUD $4 billion, with more than 80% of households having a device for playing video games (according to IGEA). In the broader Asia-Pacific region, the market is even more significant, accounting for nearly half of global gaming revenue, led by countries like China, Japan, and South Korea.
The crossover between advertising and games is improving, with more solutions for brands to integrate seamlessly into gaming experiences: in-game advertising, sponsorships, and branded content can create more immersive and engaging brand interactions. For example, in-game ads that appear as part of the game environment, such as billboards in racing games or branded items in adventure games, enhance the realism and enjoyment of the game while promoting the brand.
These are great developments as traditional advertising methods often do not resonate with gaming audiences who value authenticity and engagement over direct sales pitches. Gamers are savvy and can easily spot inauthentic attempts to sell products, presenting an incredible opportunity for earned creativity.
Despite the impressive figures, many brands and people continue to have a misplaced idea of what a “gamer” looks like and a mistaken belief that gaming is still “niche.” However, the video gaming industry presents a vast, untapped market for brands willing to invest in understanding and engaging with the gaming community authentically. With the right approach, the potential for growth and brand loyalty in this sector is enormous.
