When Logitech asked us to help launch the Signature Slim Solar+, they wanted more than a product story – they asked to help them conceive a creative expression of the power of light. 

At 9:59 am PT on September 17, Logitech CEO Hanneke Faber, on stage in Madrid, wrapped up her countdown to Logitech G PLAY 2025 with “Let the breakthroughs begin!” For us that was the precise moment that Dialect’s G PLAY ‘breakthroughs’ came to an end. After seven months of planning, travelling, shooting, editing and polishing, 2025’s product showcase keynote was finally live.

Logitech G is on a mission to redefine what responsible innovation looks like –designing and building world-class gaming gear with radically lower environmental impact and zero compromise on performance. From circular design principles to carbon labelling on every box, they’re not just reducing emissions – they’re raising the bar for the entire industry.

I’ll admit it. I’m biased. In a past life, I was the Editor of TOTAL!, a Nintendo magazine that meant living and breathing warp pipes, Koopa shells, FX chips and Mode 7 in a snack-filled office in Bath. One memory still sits near the top of my foggy games journalism memories – being the first person from this country, outside of Nintendo, to play Super Mario 64 (at least, that’s what they told me).

How do you tease a long awaited horror movie-to-game transition keeping it faithful to the 80s source material, while not giving the game away?

During the pandemic there was a significant shift in the way that people showed up to work – and for many professionals that meant ‘from home’. 

It’s this shift that inspired Logitech’s Signature line – a keyboard and mouse specifically designed to help people take control of their work and life priorities. Products that help us switch seamlessly between work emails and Zoom call presentations and school reports and holiday bookings.

Asus ROG came to us with a hugely exciting new handheld gaming PC, and a substantial creative challenge: how do you convey the real user experience of playing games out in the world, instead of in the traditional RGB-lit gaming space?

Actionable insights to help you define, articulate, and activate a brand purpose that resonates deeply with your audience and sets your brand apart.

Editorial strategy serves as a roadmap that enables you to consistently create, produce, and distribute brilliant content to the right audience, in the right channel, at every stage of the customer journey.

We used qualitative insight to uncover the important emotional drivers that lead gamers to create streaming content. Understanding these needs unlocks new campaign strategies when targeting this market.

Increasingly consumers support brands that exist for a reason beyond making profit. People want to know that you share their values, too. Thus a brand purpose video must show that you “get it.” It must authentically reveal your brand’s core beliefs and how it improves people’s lives.

What drives your specific gaming audience? What influences their decisions? How can you grab their attention, where, and when? We can identify the types of messaging that people are receptive to by locating their position on a psychological map…

While UGC is a core part of gaming’s popularity, it’s also become a powerhouse strategy for brands globally. So as gaming and non-gaming brands increasingly seek collaborative opportunities, it makes sense to take inspiration from a deeper pool of successful UGC campaigns.

Keynote events have become a cornerstone of product launches, particularly in the tech industry. For marketers looking to create their own keynotes, understanding the elements that make these events impactful is critical.

Meet the brands leveraging CGI to create viral out-of-home advertising stunts that captivate global audiences.

Marketers are swimming in data. It tells us what consumers are doing, how often they do it, and sometimes even how long they linger on a particular product page. But here’s the catch: big data only provides part of the picture. Enter psychographic insight…

After years of making quiet inroads into Western markets, are Chinese and South Korean AAA titles reaching a tipping point? We believe so. Find out why we think an exciting new era of cross-cultural influence is just around the corner.

Cultural piggybacking enables agile brands to demonstrate their relevance by associating with culturally impactful phenomena, trends, movements, events, online communities, and even popular memes. 

Tech marketers will need to adapt their game partnership strategies if predictions that fewer AAA titles will be released in the future are correct. We walk through how that challenge can be overcome.

Get the inside line on the big themes and trends bubbling up from the giant games show