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Interview
Campaign
Turning Heads
Collabs
Game on
Trends
ISSUE #9
SEP 24
MOI Global creatives are often asked where we get our inspiration. The answer is always the same: anywhere and everywhere.
Take a stroll through this set of head-turning art, copy, ads, literature, culture, and trends that inspire us. And some of our original work that proves we take notice of what we see, when we look around. Features images and articles from multiple online sources, shared for inspiration purposes only, not commercial use.
Anna Stoilova is the passionate co-founder of independent game studio, Rogues, as well as a Women in Games ambassador and startup coach. She has an extensive background in product marketing, design and UX, and is using these skills to build a community-based post-apocalyptic gaming universe incorporating the blockchain.
MOI: Tell us about your journey and how you became the founder and creator of Rogues?
Anna: I've always been drawn to the world of gaming, but I first got the startup "bug" in 2017, when my co-founder and I launched our first start-up in educational gamified VR software, and sold it to US-based schools, hospitals, and even the World Health Organisation.
Then, in 2022, the rise of web3 and blockchain presented an opportunity to set up my own gaming studio - one that really leaned into the community aspect of web3. From here, Rogues was born - our independent game studio creating the next gen of multiplayer games in a post apocalyptic universe.
Link for bio: https://www.linkedin.com/in/annastoilova/
MOI: What's your secret to getting attention and turning heads with your work?
Anna: My secret has always been staying true to myself and my talents. It’s very easy to get FOMO-ed and think that everyone around you is doing better than you or be tempted to shift focus. But the reality is that everyone’s talents are different.
Having a team and co-founders that are great at what they do (like our artist!) also makes all the difference. When it comes to creativity, there’s no room for politics, ego or simply “showing up”. You have to always give your best.
Find what you’re best at. Focus on that strength. Obsess over it. Perfect it. And you’ll go very, very far.
A game is the ultimate art form. Within a single game, you have multiple art worlds living together - from visual art, to sound, storytelling, programming and of course game design.
Anna Stoilova is the passionate co-founder of independent game studio, Rogues, as well as a Women in Games ambassador and startup coach. She has an extensive background in product marketing, design and UX, and is using these skills to build a community-based post-apocalyptic gaming universe incorporating the blockchain.
MOI: Tell us about your journey and how you became the founder and creator of Rogues?
Anna: I've always been drawn to the world of gaming, but I first got the startup "bug" in 2017, when my co-founder and I launched our first start-up in educational gamified VR software, and sold it to US-based schools, hospitals, and even the World Health Organisation.
Then, in 2022, the rise of web3 and blockchain presented an opportunity to set up my own gaming studio - one that really leaned into the community aspect of web3. From here, Rogues was born - our independent game studio creating the next gen of multiplayer games in a post apocalyptic universe.
Link for bio: https://www.linkedin.com/in/annastoilova/
A game is the ultimate art form. Within a single game, you have multiple art worlds living together - from visual art, to sound, storytelling, programming and of course game design.
MOI: What's your secret to getting attention and turning heads with your work?
Anna: My secret has always been staying true to myself and my talents. It’s very easy to get FOMO-ed and think that everyone around you is doing better than you or be tempted to shift focus. But the reality is that everyone’s talents are different.
Having a team and co-founders that are great at what they do (like our artist!) also makes all the difference. When it comes to creativity, there’s no room for politics, ego or simply “showing up”. You have to always give your best.
Find what you’re best at. Focus on that strength. Obsess over it. Perfect it. And you’ll go very, very far.
MOI: What is one of the best examples of gamification you've seen?
Anna: I think Duolingo is a great example of gamification outside of the gaming industry. I was immediately hooked by the Daily Streak system they had developed to keep users coming back every day. After reaching more than 100 consecutive days of learning, I was ready to do anything to save my streak from getting down to 0.
By combining classic gamification techniques - streaks, leader boards, badges and points - Duolingo maintains high retention rates, keeping users motivated and giving them a sense of journey progression.
I’m the living example of this - I gladly gave away £15.99 (twice), simply to keep my daily streak intact!
MOI: What is one thing creatives could learn from the world of gaming?
Anna: A game is the ultimate art form. Within a single game, you have multiple art worlds living together - from visual art, to sound, storytelling, programming and of course game design.
And while the final product has an artistic form, ultimately it has to serve a purpose to players.
That’s why the game creation process hinges on discipline. The creatives need to come up with many options for a single character that works for the final product, not just for their own ego. They need to work cross-departmentally to ensure that the game is consistent and cohesive.
It’s not an easy task, so don’t embark on the journey without a hefty dose of discipline.
MOI: Where do you see the future of gaming?
Anna: Decentralisation, user generated content (UGC) & AI will fundamentally change the world of gaming as we know it.
With decentralisation - and blockchain - players are empowered to become creators, contributing to the final product through UGC. And as users demand more transparency, control and content, AI will help studios create more content in a cost-efficient way.
With these trends, we'll see more independent gaming studios breaking through and reaching mass audiences on a small budget. As long as they know how to engage the players and create a community around their game, the world is their oyster!
MOI: What is one of the best examples of gamification you've seen?
Anna: I think Duolingo is a great example of gamification outside of the gaming industry. I was immediately hooked by the Daily Streak system they had developed to keep users coming back every day. After reaching more than 100 consecutive days of learning, I was ready to do anything to save my streak from getting down to 0.
By combining classic gamification techniques - streaks, leader boards, badges and points - Duolingo maintains high retention rates, keeping users motivated and giving them a sense of journey progression.
I’m the living example of this - I gladly gave away £15.99 (twice), simply to keep my daily streak intact!
MOI: What is one thing creatives could learn from the world of gaming?
Anna: A game is the ultimate art form. Within a single game, you have multiple art worlds living together - from visual art, to sound, storytelling, programming and of course game design.
And while the final product has an artistic form, ultimately it has to serve a purpose to players.
That’s why the game creation process hinges on discipline. The creatives need to come up with many options for a single character that works for the final product, not just for their own ego. They need to work cross-departmentally to ensure that the game is consistent and cohesive.
It’s not an easy task, so don’t embark on the journey without a hefty dose of discipline.
MOI: Where do you see the future of gaming?
Anna: Decentralisation, user generated content (UGC) & AI will fundamentally change the world of gaming as we know it.
With decentralisation - and blockchain - players are empowered to become creators, contributing to the final product through UGC. And as users demand more transparency, control and content, AI will help studios create more content in a cost-efficient way.
With these trends, we'll see more independent gaming studios breaking through and reaching mass audiences on a small budget. As long as they know how to engage the players and create a community around their game, the world is their oyster!
We didn't have "beauty brand whips up a storm on diversity" on our 2024 bingo card, but it's a fascinating strategic play by e.l.f Cosmetics. The tongue-in-cheek "Sooooo many Dicks" headline not only grabs attention but highlights an alarming statistic: there are more men named Dick (Richard, Rich and Rick) on corporate boards than various underrepresented groups. With a big PR push, microsite, video and splashy OOH campaign, it's certainly catching some eyes.
Watch here
We didn't have "beauty brand whips up a storm on diversity" on our 2024 bingo card, but it's a fascinating strategic play by e.l.f Cosmetics. The tongue-in-cheek "Sooooo many Dicks" headline not only grabs attention but highlights an alarming statistic: there are more men named Dick (Richard, Rich and Rick) on corporate boards than various underrepresented groups. With a big PR push, microsite, video and splashy OOH campaign, it's certainly catching some eyes.
Watch here
We think that the B2B marketing and sales experiences that turn more heads are the ones that are “… not so B2B”.
If you want to get to these it helps to have a way to think and do things differently. We call this Turning Heads™. It’s our own methodology and approach to creative thinking and problem solving which helps us to think beyond the ‘what’ and the ‘how’.
Turning Heads™
The way to get
to a better ‘what’.
(What?)
We think that the B2B marketing and sales experiences that turn more heads are the ones that are “… not so B2B”.
If you want to get to these it helps to have a way to think and do things differently. We call this Turning Heads™. It’s our own methodology and approach to creative thinking and problem solving which helps us to think beyond the ‘what’ and the ‘how’.
We know that leveraging the elements of gamification – the dynamics, mechanics and components – makes perfect sense. If you want to motivate and engage customers , employees or attendees, introducing things like points, badges, meaningful stories, avatars, leaderboards, and teammates have the effect of making something feel more like a ‘game’, which in turn has the effect of making it persuasive.
But gamification works in other ways as well. We’ve gamified a dimension of Turning Heads to enable deeper levels of cross-regional and cross-functional engagement. And guess what… by creating an environment where ‘players’ can experiment, collaborate, and problem-solve through a combination of open-ended challenges, social collaboration, and the freedom to fail, our teams are encouraged to think outside the box and develop more flexible, innovative mindsets… so everyone wins.
(What?)
What is it that makes some games so engaging and even addictive? Here’s one that’s really turned our head:
Hasbro and The Path Entertainment Group have created a ‘larger than life’ Monopoly IRL experience in London. This is an immersive brand experience taken to the next level.
When you enter the world of Monopoly Lifesized, you become the game pieces in what is an undeniably immersive, beautifully staged 4D environment. Iconic elements like giant dice, themed rooms, and props related to specific challenges enhance how immersed you become.
Being physically present and actually ‘in the game’ heightens your emotional investment - excitement, competitiveness and collaboration are all peaked. And, the physicality of the whole experience means that, as players, we’re not just thinking through strategies – we’re living them.
Monopoly Lifesized is a masterclass in psychology and immersive experience design. There’s a lot we can learn from games-based experiences like this that can be applied to B2B, and while it’s clear that gamification can boost engagement, learning, loyalty and so on, it also helps unlock hidden depths of creativity.
What is it that makes some games so engaging and even addictive? Here’s one that’s really turned our head:
Hasbro and The Path Entertainment Group have created a ‘larger than life’ Monopoly IRL experience in London. This is an immersive brand experience taken to the next level.
When you enter the world of Monopoly Lifesized, you become the game pieces in what is an undeniably immersive, beautifully staged 4D environment. Iconic elements like giant dice, themed rooms, and props related to specific challenges enhance how immersed you become.
Being physically present and actually ‘in the game’ heightens your emotional investment - excitement, competitiveness and collaboration are all peaked. And, the physicality of the whole experience means that, as players, we’re not just thinking through strategies – we’re living them.
Monopoly Lifesized is a masterclass in psychology and immersive experience design. There’s a lot we can learn from games-based experiences like this that can be applied to B2B, and while it’s clear that gamification can boost engagement, learning, loyalty and so on, it also helps unlock hidden depths of creativity.
With the premier of Marvel's latest blockbuster, Deadpool and Wolverine, this summer has seen a plethora of masterful brand collabs to promote the release – and this team-up with Xbox could be their cheekiest yet (pun intended).
Leaning into the sarcastic, brazen persona of Ryan Reynolds' character, Xbox teased fans with spanking new controllers sporting Deadpool and Wolverine's iconic costumes (and rear ends!). With one lucky gamer set to win the controllers as part of a sweepstake, the campaign gained huge amounts of attention online and blurred the lines between product ad and movie teaser.
Watch here
Nostalgic arcade games, edible treats and prizes to be won – what's not to love? Oreo's recent collab with PAC-MAN sees each of the game's distinctive assets brought to life in full delicious glory, embossing six cookies with scannable patterns that allow shoppers to play special mazes and win prizes. Combining gameplay with snack time, Oreo successfully solidifies its status as the world's most playful cookie!
With the premier of Marvel's latest blockbuster, Deadpool and Wolverine, this summer has seen a plethora of masterful brand collabs to promote the release – and this team-up with Xbox could be their cheekiest yet (pun intended).
Leaning into the sarcastic, brazen persona of Ryan Reynolds' character, Xbox teased fans with spanking new controllers sporting Deadpool and Wolverine's iconic costumes (and rear ends!). With one lucky gamer set to win the controllers as part of a sweepstake, the campaign gained huge amounts of attention online and blurred the lines between product ad and movie teaser.
Watch here
Nostalgic arcade games, edible treats and prizes to be won – what's not to love? Oreo's recent collab with PAC-MAN sees each of the game's distinctive assets brought to life in full delicious glory, embossing six cookies with scannable patterns that allow shoppers to play special mazes and win prizes. Combining gameplay with snack time, Oreo successfully solidifies its status as the world's most playful cookie!
A lifesaving interruption
Sometimes the best way to get attention is to eliminate all distractions. The Heart Foundation 'flatlined' the Twitch streams of 16 popular gaming influencers, hijacking the footage with cardiac arrest statistics and redirection to a tool for CPR training. The campaign reached over 11 million people.
BioShock 2's big splash
With a mysterious website, eerie audio recordings, enigmatic messages, hidden clues, and ominous letters to video game media outlets, BioShock 2's pre-launch campaign succeeded in building anticipation. 2K Games' team teased fans with secret messages and codes that generated buzz for an already-anticipated release, resulted in over 3 million copies sold worldwide within the first month.
Gamifying the nation
EE joins forces with YouTubers, Sidemen, to transform Brighton Pier and Wembley Stadium into the world's 'biggest playable arcade' for 24 hours. Combining VR and AR experiences, the Sidemen took to EE's Fortnite island with fellow online gamers to participate in a 'Game Chest Hunt' for a chance to win thousands of prizes ahead of some of the biggest releases.
A lifesaving interruption
Sometimes the best way to get attention is to eliminate all distractions. The Heart Foundation 'flatlined' the Twitch streams of 16 popular gaming influencers, hijacking the footage with cardiac arrest statistics and redirection to a tool for CPR training. The campaign reached over 11 million people.
BioShock 2's big splash
With a mysterious website, eerie audio recordings, enigmatic messages, hidden clues, and ominous letters to video game media outlets, BioShock 2's pre-launch campaign succeeded in building anticipation. 2K Games' team teased fans with secret messages and codes that generated buzz for an already-anticipated release, resulted in over 3 million copies sold worldwide within the first month.
Gamifying the nation
EE joins forces with YouTubers, Sidemen, to transform Brighton Pier and Wembley Stadium into the world's 'biggest playable arcade' for 24 hours. Combining VR and AR experiences, the Sidemen took to EE's Fortnite island with fellow online gamers to participate in a 'Game Chest Hunt' for a chance to win thousands of prizes ahead of some of the biggest releases.
Gaming trends to watch
More than 7.5 million channels go live on Twitch each month
The rise of video game live streaming
41% of TikTok gamers have made gaming videos
59% of TikTok gamers find new games on TikTok
Gaming trends to watch
The rise of video game live streaming
41% of TikTok gamers have made gaming videos
59% of TikTok gamers find new games on TikTok
More than 7.5 million channels go live on Twitch each month
Need inspiration for your next campaign, or want to chat with our global Creative
Team?
creative@moi-global.com
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