Alexander Lee
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Technology
As independent, creator-owned media companies flourish, Rooster Teeth is looking to join the party
By Alexander Lee • February 13, 2025 • Ivy Liu Rooster Teeth is officially free from its corporate overlords. Now…
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Technology
Why creators’ pushback against Honey is about more than skimmed affiliate revenue
By Alexander Lee • January 10, 2025 • Ivy Liu Over the past two weeks, a growing cohort of digital…
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Technology
How the writers of ‘DC Heroes United’ are building a transmedia bridge between gaming and TV
As gaming takes a central role in the rise of transmedia content, a team of writers is using DC Comics…
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Technology
How esports organization 100 Thieves rejuvenated its sponsorship business in 2024
By Alexander Lee • December 18, 2024 • After an ambitious, but abortive, effort to diversify its business in 2023,…
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Technology
Why online organizers are pressuring advertisers to reconsider Twitch’s brand safety over antisemitism claims
By Alexander Lee • October 31, 2024 • Ivy Liu A cadre of digital creators is accusing Twitch of antisemitic…
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Technology
Unilever ‘triples’ its gaming investment: A Q&A with global head of sport and entertainment partnerships Willem Dinger
By Alexander Lee • October 4, 2024 • Like many other businesses, Unilever wants to get its brands in front…
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Technology
Car brands from BMW to Volkswagen lean into in-car gaming
By Alexander Lee • August 29, 2024 • With a potential slowdown in car sales on the horizon — and as…
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Technology
Why Esports World Cup sponsors aren’t in it for the viewership
By Alexander Lee • July 26, 2024 • Ivy Liu Three weeks into the inaugural Esports World Cup, which wraps…
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Technology
How Fortnite and Roblox are becoming marketing tools for the music industry
By Alexander Lee • June 28, 2024 • Ivy Liu As platforms such as Fortnite and Roblox become full-service platforms…
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Technology
In the gaming industry, immersive integrations are winning the battle for marketing dollars — for now
By Alexander Lee • May 28, 2024 • Ivy Liu Gaming is well on its way to becoming a part…
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