Michael Allen Nesmith

Study No. 3

Gaming & Entertainment

A dimmed office setting with an illuminated computer tower, monitor, mouse, keyboard, headset, and a chair neatly set-up.

Introduction

Pixels With Purpose

A joystick was my first storytelling compass, proving worlds can fit on a cartridge—and pull you in deeper than any novel could. That spark still drives my work: build experiences so immersive people forget where the screen ends and the story begins.

4 young childrens' arms are holding Nintendo Switch devices on a bright blue background.

Challenge No. 1

How to Effectively Reach Gamers

Gamers dodge ads like laser fire, yet Amazon owns the very arenas they play in—Twitch streams, Prime Gaming drops, Fire TV, even the delivery box their controller comes in. The challenge: stitch those touchpoints into one seamless campaign that feels like bonus loot, not an interruption, and gets joystick-jaded audiences to actually pay attention.

A blue room with a large Mac monitor, white keyboard, and a mouse with a Nintendo coffee mug placed on blue surface. Monitor is showing Animal Crossing New Horizons landing page on Amazon.com

4 Amazon Prime grocery bags have Animal Crossing: New Horizons advertising printed on them.

The Solution

I stacked the campaign on three fronts

Amazon delivery boxes doubled as OOH billboards, teasing loot codes and freebies like exclusive comics. Twitch streamers pushed viewers to a custom Amazon landing page where they could unlock in-game perks, grab downloads, and drop gaming products into their carts with a single click. One ecosystem, three touchpoints, and cross-fandom incentives gamers couldn’t pass up.

A gamer's room is illuminated by colorful lights. A computer chair, desk, speakers, monitors and few other electronics.

Challenge No. 2

Multi-Advertiser, One Experience

Amazon wanted a single gaming campaign big enough for several brands, yet tailored enough to keep gamers engaged instead of feeling spammed. The brief: build a platform where everyone could all show up without stepping on each other—or the player.

The Solution

I launched the Amazon Gaming Guide

A shoppable hub that pairs each sponsor with a gaming influencer, a “shop-the-setup” virtual room tour, and curated title picks. Delivery? Monthly drops, fresh video content, and hardware line-ups fans could add to cart in one click. Wave 1 hosted five advertisers across four updates, lifted consideration for every brand, and sparked an ongoing partnership between Twitch and Amazon Ads that still runs today.

A living room setting with a TV displaying Samsung devices.

Challenge No. 3

Samsung Virtual Showroom

I set out to translate the in-store wow factor to the living room. How? Launch a Fire TV “Virtual Showroom” and matching Amazon landing page for the Galaxy S24 Ultra, Tab A9+, Z Fold 5, Z Flip 5, Tab S9+, and Watch 6—letting shoppers spin, tap, and explore every feature before they hit “Add to Cart.”

The Solution

I launched an immersive Virtual Showroom experience on Fire TV

Plus a custom landing page on Amazon to introduce the latest flagship products: The Galaxy S24 Ultra, Tab A9+, Z Fold5, Z Flip5, Tab S9+, and Watch6. By bringing the Samsung store experience to customers' homes, we allowed them to interact with and explore the features of these cutting-edge devices directly on their living room couch.

Final Thoughts on Gaming & Entertainment

Gamers will welcome ads when every touchpoint drops loot, from Twitch streams to Prime cardboard. Advertisers queue up when each brand gets its own stage inside a curated, influencer-powered arcade. Samsung’s Virtual Showroom pushed the playbook further, turning Fire TV remotes into in-store demos and proving Amazon can sell a foldable phone as readily as extra lives. Players get perks, shoppers get hands-on, sponsors get lift—the ecosystem keeps leveling up.