Sam Blumenthal

Tophatter’s games are reminiscent of the mini-games that have appeared for the past few years on Chinese e-commerce apps. One of the earliest examples is Alipay’s “Ant Forest,” which was launched in 2016, and gives users points that they can use to plant virtual trees each time they pay for, say, public transit. Most other mini-games, however, have... See more

NYX Cosmetics chose Dignitas as a partner for “championing inclusivity and underrepresented groups,” said Yann Joffredo, NYX global brand president. “This partnership allows us to push the boundaries within entertainment and gaming as we celebrate women gamers within our global communities.”

Brand-owned livestreams: A regular campaign used to garner users, increase loyalty, marketing and promotion, and answer questions from audiences in real-time. Self-running livestream is a long-term day-to-day operational strategy for brands to educate their potential consumers and activate existing customers.

When it comes to buying, more buyers can be validating. Unlike the rise of social vertical communities—a promising trend in its own right—the success of a shopatainment platform isn’t about fostering community and intimacy among a small group of fellow shoppers. Shopatainment is a numbers game, where seeing more shoppers purchase a product helps... See more