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Non-endemic sponsors now account for 60 per cent of esports partnerships as research across 12 markets shows 64 per cent of fans purchase products tied directly to their subcultures.
TBWA New Zealand created the multimedia campaign as the 40-year-old retailer seeks to reclaim top market share in Aotearoa.
Data across 250 brands shows everyday shoppers driving a 4.2 times return on reward spend while halving standard acquisition costs.
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