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<p>Earlier this year, Strategy Director at Kairos Group, Mark Bellamy and senior brand leader at Heinz, Hannah Winterbourne joined AdWanted&#8217;s <em>The Future of Gaming </em>event to unpack how a tactical mindset to connecting with different gamers can deliver long-term equity in the space.</p>
<p>&nbsp;</p>
<p>You can watch the full masterclass below.</p>
<p>&nbsp;</p>
<div style="padding: 56.25% 0 0 0; position: relative;"><iframe style="position: absolute; top: 0; left: 0; width: 100%; height: 100%;" title="The Future of Gaming - Why do gamers still scare brands in 2023?" src="https://player.vimeo.com/video/887620818?h=5a4bd66276&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0"></iframe></div>
<p><script src="https://player.vimeo.com/api/player.js"></script></p>


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4a4cdaad 794c 4db3 9c8d 408fb150c486 Download

<h3><strong>Wanna collab?</strong></h3>
<p>Shopify has recently launched ‘Shopify Collabs’ – a new way for <a href="https://techcrunch.com/2022/08/16/shopify-launches-collabs-a-new-way-for-creators-to-earn-revenue-on-the-platform/" target="'_blank'" rel="noopener">creators </a>to earn some mega coin on the platform.</p>
<p>The feature will allow creators to connect with Shopify, browse its merchants, and choose which they would like to partner with in alignment with their brand. Matches made in heaven (well, online but y’know.)</p>
<p>The new offering from Shopify is a win-win for independents and creators, who can both benefit from the scheme. By opting into the scheme, independent businesses are able to create authentic and effective relationships with creators, that will help push their names out.</p>
<p>For creators, they get to work with brands that they’ve chosen, feel excited about and earn money that they otherwise may not have had the opportunity for.</p>


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<h3><strong>A shopping reboot</strong></h3>
<p>TikTok is another digital platform taking shopping in its stride, with its <a href="https://www.socialmediatoday.com/news/tiktok-launches-new-shopping-ads-as-it-continues-to-push-ahead-with-its-eco/629939/" target="'_blank'" rel="noopener">newly</a> launched shopping ads integration.</p>
<p>After abandoning its live commerce expansion earlier this year due to some pretty shifty reports, the new ad integration seems like TikTok’s plan B of launching shopping in Europe.</p>
<p>The Chinese version of this integration, ‘Douyin’, has been a huge success in Asian markets. So when live commerce didn’t take off the way TikTok thought it would, it left people wondering whether shopping and social were actually a good combo or if it was more like a digital marmite.</p>
<p>Now the ad integration offers new formats including video ads, catalogue ads and LIVE shopping ads. Moving to an ad model seems like a smarter move, rather than pushing live shopping to everyone and anyone.</p>
<p>Through this, advertisers and merchants will be able to more precisely target their audience with products that appeal to them, making a higher conversion rate more likely.</p>
<p>Approaching shopping, TikTok really said “it’s just a flop, not a flop era” – who knows, TikTok may become the new hotspot for shoppers.</p>
<p>&nbsp;</p>


<h2><strong>This week in Media</strong></h2>


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7db351d3 902e 448e 8eba 4174212f1f03 Giphy+(23)

<h3><strong>John is the name and LinkedIn is his game</strong></h3>
<p>You may have seen our LinkedIn page being taken over by a LinkedInfluencer earlier this week. John Smith, aka Mr LinkedIn, took over our page to share his pearls of wisdom.</p>
<p>With so much doom and gloom in the world, we can all do with a good chuckle right? Enter John and his LinkedIn magic.</p>
<p>A shameless plug but make sure you’re part of our LI gang to continue observing the very interesting journey of Mr Smith.</p>


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E7dbeac0 3e10 4019 86df A56334bd78bd Screenshot+2022 08 23+at+16.31 1

<h3><strong>I’ve got the key, I’ve got the secret</strong></h3>
<p>No big deal, but we might just change your life this week. On the Zero to 100 podcast with our very own Drew and Mike, they were joined by Tim Hyde.</p>
<p>Episode 2 sees the social guru talk to Drew and Mike about his time at Social Chain, the coin he’s dropped on paid advertising and also the key to social media success.</p>
<p>No FOMO required, we’re catching up on all episodes of Zero to 100 so if you want to get up to speed, you can check it out <a href="https://open.spotify.com/episode/5VJORSigOuJi9GeyxSExYX?si=f198e476d3bf4f0c">here</a>.</p>
<p>Make sure you’re back here next week; same time, same day, more news and stats.</p>


Why do gamers scare brands in 2023?