Realignment and rebranding for MYI
MYI Entertainment, an agency specializing in gaming, is now operating under the name MYI. With this rebranding, it is sharpening its profile and expanding its services.
The gaming market has changed significantly since MYI was founded in 2016. While the focus was initially on e-sports and events, the agency is now seeing increasing demand for comprehensive marketing solutions for gaming, nerd and pop culture. "Gaming has evolved from a niche market to the mainstream," says CEO Cédric Schlosser. "Our clients are looking for strategies to address the gamer target group authentically." The agency is thus repositioning itself as a comprehensive full-service advertising agency in the gaming sector.
The target group of gamers is considered to be particularly resistant to advertising: many use ad blockers and react skeptically to traditional campaigns. At the same time, it is large - around two million people in Switzerland play games regularly and the average age is 42. MYI sees itself as a link between brands and the community. "We are gamers ourselves, so we are also the most critical testers of our work," says Schlosser.
With the repositioning, MYI is also renaming itself: the "Entertainment" in the name has been dropped to avoid misunderstandings. The design is also being revised - including a playable feature on the website. The agency, which has around 40 employees, sees itself as a full-service partner for companies that want to integrate gaming into their brand strategy.
