Thought-Leadership

March 21, 2023

5 Influencer Marketing myths busted

Influencer Marketing may feel like a new phenomenon but the concept dates back hundreds of years, which seems obvious when you consider that the term can apply to anyone in the public eye who uses their status to promote a product or service.

Some historians even consider kings and queens to have been amongst some of the first influencers. However, since the 2010s, the word “influencer” has come to be associated with celebrities-turned-social media personalities, with the Kardashian/Jenner clan, footballers and pop stars becoming some of the most high-profile influencers around.

March 8, 2023

Don't call me a "girl gamer"

Think back to video games 30 years ago. The home console market was booming but public opinion wasn’t as favourable as it is now. Gamers were often looked upon as nerds and, ostensibly, even then gaming was a boys’ club.

Fast forward to now and not only was the video game market size in the United States estimated to be $97.67 bn last year but just one year prior, the split of female vs male gamers was around 41.5% vs 58.5%. The gap is clearly closing as women round the world embrace the joy of gaming but as with many minority demographics, there is still some way to go when it comes to changing attitudes. Indeed, female video game enthusiasts are often referred to as “girl gamers” by both sexes - a term which is deemed downright derogatory at worst and provokes an eye roll at best.

February 22, 2023

Understanding the value of representation in the creator space

At AFK, representation is at our very core; it’s an aspect of our everyday efforts as we work hard acting in our talents’ best interests, ensuring racial equity and fair portrayals of all people in a fast-growing, still developing and sometimes forgetful industry.

With February and Black History Month (US) coming to an end, we want to take a moment to celebrate the contributions of black people to society and our industry. Black individuals have often been at the forefront of technological and cultural advancements, and the gaming industry is no different. However, their contributions are often overlooked. So we decided to take some time to sit back and listen to some of the amazing individuals we work with daily.

January 17, 2023

What is short-form content, and why is it so popular?

In recent years, there has been a significant rise in short-form “60-seconds or less” content across various media platforms, ranging from social media posts, videos, articles, and podcasts. This trend can be attributed to several key factors that have shaped the way content is consumed and created in the digital age.

The need for quick consumption

The changing attention span of audiences has contributed greatly to the popularity of short-form content. In today’s fast-paced digital environment, attention spans are shorter than ever, and users often have limited time and patience to engage with lengthy content. Short-form content, with its concise and focused approach, is better suited to capture and retain audience attention. It allows for quick consumption, making it ideal for users who are constantly multitasking or have limited time to spare.