At G2E this year, Light & Wonder and IGT didn’t just show up; they dominated the conversation with scroll-stopping social-media campaigns that are driving real results. Throughout the year, their innovative strategies and tactical pivots paved the way for an incredibly successful G2E. With their finger on the pulse of how to leverage social media, these companies are crafting unique paths that resonate with their audiences. Pushing boundaries is paying off and they have the metrics to prove it.
Dom Lewis, Light & Wonder’s Director of Social Media, grinned as he described their innovative concept of the faux Huff News Network, complete with an anchorman named Chet Thunderstorm. “We took the idea of making this game the face of a network, but used it as a vehicle to push out content like Eilers reports, company happenings, game launches, and even G2E updates, all while keeping Huff N’ Puff top of mind,” he explained.
This zany idea has been a standout element in their broader strategy, contributing to impressive engagement metrics. “Huff News Network series is among our top-performing content on social media, particularly on LinkedIn,” Dom stated. On LinkedIn, Light & Wonder has seen a 92% increase in engagements and a 75% engagement rate increase this year.
What makes Light & Wonder’s approach so effective? Dom and team don’t just think like marketers. They think like creators. “We’re always trying to find ways to cut through the clutter,” he noted. His secret? Looking outside the gaming industry for inspiration. “I find a lot of inspiration not only from gaming, but also from sports, pop culture, and music. Just trying to bring those elements in.”
This fresh perspective has kept their campaigns anything but cookie-cutter. From outlandish ideas like the Huff News Network to strategic shifts on Instagram, Light & Wonder is redefining how gaming companies connect with players.
Their CEO, Matt Wilson, has been fully on board, even making appearances on the Huff News Network himself. “Having buy-in from the top gives us the platform to be creative, to try new things, and not be afraid to push boundaries,” said Dom. It’s rare to see a CEO so actively involved in social content, but it’s clearly paying off for Light & Wonder.
Across the convention floor, IGT was making its own waves. Arielle Buchholz, who manages social, digital, and influencer partnerships at IGT North America Gaming, shared how the company made a major shift a couple of years ago with their Prosperity Link campaign. “It was one of the first times we doubled-down on digital-type advertising, and we saw and continue to see increased engagement from players,” she explained.
This change has reshaped IGT’s entire approach, allowing them to better reach players and deliver the company’s messages to the right audiences. Their latest campaign for Tiger and Dragon has been a significant hit, bolstered by their growing influencer partnerships. “We’ve very much upped our influencer game,” Arielle stated. “We know the influence they have with players.”
Arielle emphasized that their influencer events have been a huge success. Bringing influencers into their world—showing them the behind-the-scenes efforts that go into creating these games—has fostered a deeper and more authentic connection between the influencers and the brand. “So many influencers have told us that when they look at a game, they don’t just see the game. They see the people working behind it,” she said. This refreshing take on influencer marketing focuses on relationship-building rather than one-off promotions, and it’s clearly working.
Karin Bernkopf, IGT’s Vice President U.S. Gaming Marketing & Creative Services, underscored the continued importance of digital marketing as a cost-effective tool. “We learned a lot from conditions brought on by COVID. It’s one of the best ways to reach your audiences,” she explained. “I think the horizon for us is not what’s the next platform or the next channel. The vehicle to get there is very important, but the content itself is what matters. The storytelling. Influencers are one part of our effort here and our goal is to push ourselves to innovate for better stories, experiences that inspire and entertain, and effectively promote our brand.”
The results speak for themselves. IGT’s focus on quality content has allowed them to thrive in a competitive digital space. “Content is king,” Karin said with a smile. “We’ll continue to overinvest in digital and social channels, because that makes sense for us,” she asserted.
From Light & Wonder’s creative campaigns to IGT’s influencer partnerships, it’s clear that both companies are uniquely utilizing social media to market their products. These brands are willing to think outside the box and as gaming continues to evolve, they’re shaping the conversation in ways that feel fresh, exciting, and entirely their own.
