Joining us today is Vinny Minichiello, recently incorporated as a Supervisor in Digital Activations of Gaming & Esports at Zero Code. Vinny brings an interesting three-tiered approach for endemic and non-endemic brands into esports and gaming. He believes that brands should aim at three main objectives, be known first, be understood later, and finally, be loved by the community. 

Coming from the traditional sports industry, where he worked with the Elmira Jackals and the Arizona Coyotes, Vinny transitioned to the gaming industry, where he, identified as a gamer, believes he can add more value and be involved in projects more aligned with his core values. 

In this episode, we talk about activations from the agency, the brand, and the production side, the industry’s struggles in connecting with the skeptical gaming community, and the challenges of partnerships and sponsorships in esports events. Vinny also shares details of his journey in the traditional sports and the gaming industry, and we discuss the new marketing opportunities COVID brought to the gaming scene. 

Resources:

Visit Omnicom Media Group website: https://omnicommediagroup.com/

Connect with Vinny on LinkedIn: https://www.linkedin.com/in/vminichiello/details/experience/

Twitter: https://twitter.com/vinichiello

or Instagram: https://www.instagram.com/vinichiello/

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Full Episode Breakdown:

4:04 – Vinny talks about his experience in traditional sports and about what moved him to transition into the gaming and esports industry.

6:04 – Vinny talks about the humbling experience of joining Zero Code and working with gamers with a broader understanding of the industry than his. 

10:18 – Vinny describes his excitement of finally being in a position where he can help shape the gaming and esports industry

14:19 – Vinny shares his insights on the challenges sponsorships, and partnerships find in the esports and gaming space.

17:13 – John and Vinny discuss the mistake many brands make by assuming that the community will embrace and accept them because they are known.

22:13 – John and Vinny talk about the outdated traditional sponsorship model brands from the traditional sports industry want to implement in the gaming community. 

25:57 – Vinny explains how brands should back-engineering their approach to organically get into the gaming community. 

30:38 – John and Vinny comment on the new marketing opportunities COVID brought into the space. 

35:20 – We are building the plane as we fly. Vinny talks about the pros and cons of the lack of case studies in the gaming industry and the opportunities to try new things that the situation offers. 

40:16 – The in-game integration is the next thing. Vinny shares his thoughts on what he believes is the next step for advertising and activations in the industry.

47:12 – John and Vinny discuss how to make Ad Reads more engaging.