Gaming & Brands

Working with endemic brands and working with non-endemic brands are, for Mashin, two different problems, and that is why it keeps them separate.

A publisher already has a community: what it needs is to sustain the conversation, launch titles and grow its leagues. A brand from outside gaming has none of that. What it needs first is a legitimate reason to be there, and then an entry path the community accepts.

Mashin manages five fronts for publishers: campaigns and launches, social channels and content, influencers and talent, paid media, and events and activations.

Campaigns and launches. League of Legends: Wild Rift for Riot Games, a launch campaign across Latin America. Racing Party for Ubisoft. Call of Duty: Mobile for Activision, with the "This July play COD:M" campaign.

Social channels and content. Mashin runs Riot Games' social channels in Latin America and the official channels of its esports. It also produced social content such as League of Legends: Day of the Dead, and developed Brawl Randumbs, a creator-led Brawl Stars community, for Supercell.

Influencers and talent. Wild Rift and Racing Party, the LTA casters for Riot Games, and the Call of Duty ambassadors at Battle of Champions and Dojo for Activision.

Paid media. Call of Duty: Mobile for Activision and League of Legends for Riot Games.

Events and activations. The Wild Rift launch, the launch event for The Crew Motorfest and Call of Duty: Mobile's presence at CCXP.

Mashin builds gaming strategies for brands that do not come from the sector. Four examples from its portfolio:

Play Modo Noob, a gaming strategy for Motorola. Gamer's Town, a 300-square-meter space for Lenovo and Motorola at Gamergy México 2024, in Mexico City, Monterrey and Guadalajara, and at the Liverpool Gaming Fest. Side Missions, a gaming strategy for Coca-Cola. Halloween House for Michelob Ultra, a livestream from a house of content creators.

Mashin builds alliances between endemic and non-endemic brands, a format where two advertisers share an activation and its audience.

Riot Games and Motorola combined the Wild Rift launch with the moto g launch. Riot Games, Netflix and AB InBev put on the Arcane premiere together. Activision and OCESA produced the Battle of Champions and the Dojo Fighting Games Festival. Activision and Búfalo México did the red carpet for COD Next.

Mashin applies one condition before proposing an alliance: that the reason for the link be genuine for the community. It is a criterion that works more often to rule things out than to move forward.

With Riot Games, Mashin has run co-branded activations with brands such as Motorola and Grupo Modelo, and has turned down more than it has accepted, because few brands are ones the Riot community accepts as legitimate companions.

That decision is part of #TacticNeutral, Mashin's commitment to recommend the tactic that solves the problem, with no bias toward the service it would suit Mashin to sell.

Mashin verifies the age composition of each channel's and each creator's audience before hiring whenever the category has an age restriction, and files the data with a date. In gaming that verification is especially relevant: several titles' communities concentrate underage audiences, and activations with alcoholic-beverage brands are subject to each market's rules on exposure to minors.