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Brand Marketing Awards & Honors Automotive Beer, Spirits & Cannabis Brandweek
Experiential Food & Beverage Travel & Transportation
Brand Marketing
Brand Marketing Awards & Honors Automotive Beer, Spirits & Cannabis Brandweek
Experiential Food & Beverage Travel & Transportation


GAMING


DOORDASH UPS ITS GAME TO BETTER REACH GEN Z AND MILLENNIALS


THE FOOD DELIVERY APP TURNS TO TWITCH AND ESPORTS

DoorDash hosted its first-ever gaming tournament this year called Battle of the
Snacks.DoorDash
By Rafael Canton

6 days ago

DoorDash aims to boost delivery orders by millennial and Gen Z customers by
plugging into the gaming community through a variety of new partnerships.

In September, the platform hosted its first-ever gaming tournament called Battle
of the Snacks, which aired on video streaming platform Twitch. The two-day event
brought together teams of avid gamers representing some of the top snack brands
including Twix, Oreo and Sour Patch Kids. Streamers in the tournament included
high-profile gamers Jericho, Aydan, Atomic Twins and MuteX.

And in June, DoorDash struck a deal with Twitch streamer Anthony_Kongphan to
star in its first-ever full green-screen spot.



“At DoorDash, we strive to find ways to authentically engage with new audiences
by meeting them where they are, and the connection between gaming and food felt
like a natural fit for us,” Katie Daire, senior director of consumer marketing
at DoorDash, told Adweek. “As the gaming audience grows, especially among
younger audiences, we’re excited at the opportunity to create dynamic content
and experiences to better connect with the gaming community.”

Working with wavemaker, it’s media agency of record, on all of its gaming
initiatives, DoorDash has also been interested in competitions and tournaments.
Earlier this year, it became the first-ever presenting partner of the NBA 2K
League playoffs and the naming rights partner of the Australia-based League of
Legends Circuit Oceania tournament.

The company has already leveraged alliances with brand clients in a multitude of
industries. In the past year, DoorDash teamed up with retailer PetSmart and
grocery chain Albertsons.



“We recognize and celebrate gaming as an influential part of culture, and we’re
excited to continue crafting memorable experiences that resonate with the gaming
community and connect them to all DoorDash has to offer from convenience, pets,
health and wellness, and more,” Daire said about the brand’s view of the future
of gaming partnerships.

GLOBAL EXPANSION

On Tuesday, DoorDash announced its Q3 earning results for 2021, and revealed
that it was purchasing Finnish delivery service Wolt Enterprises for $8.1
billion. The move will help DoorDash expand its reach into Europe and other
markets.

According to DoorDash, July-September revenue grew 45% to $1.26 billion
year-over-year. Net losses increased from $43 million in Q3 of 2020 to $101
million in Q3 of 2021 as the company increased its spending efforts on
expansion.



DoorDash also said it had a record 9 million DashPass subscribers at the end of
the quarter, up from 5 million from the same period last year.

Continue reading

Barstool Sports Is Expanding Into Food Delivery With Barstool Bites


RAFAEL CANTON

 * @RafelitoC7
 * rafael.canton@adweek.com

Rafael Canton is a staff writer for Adweek.

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