Dexerto

One of the biggest mistakes I still see publishers make is treating social as a funnel. Too often, accounts hold back the information people actually came for in the hope they’ll click through to get the answer. The problem is that social platforms are built on sharing. If someone wants to send a post to a friend, they need to know what they’re sharing first. If the key information is hidden behind a click, there’s always uncertainty. Is the answer actually interesting? Is it worth sending? Will the person receiving it feel like they’ve wasted their time? That hesitation kills sharing. If someone wants to know what’s included in a new McDonald’s promotion, why make them click through three pages to find out? Just show them. That’s exactly what we did in the example attached. Instead of teasing the information, we put every item from the promotion directly into the image and gave people everything they needed in a single post. The result was more than 15 million+ views. What’s interesting is that this doesn’t stop people clicking through. In many cases, it improves the quality of the click. When we attach an article beneath the post, people already know exactly what they’re getting before they leave the platform. They’re not clicking because we’ve deliberately hidden the answer. They’re clicking because they’re interested in the wider story, additional context, or details beyond what’s already in the post. That creates a much more engaged reader. They’ve effectively pre-qualified themselves before ever reaching the site. One of the biggest lessons we’ve learned at Dexerto is that social works best when you make the content complete in-feed. Build for the platform you’re on, not the destination you want people to visit.

Last week, we shared that Backrooms director Kane Parsons' dream project is adapting the game Portal, and the gaming community reacted in force. The 20-year-old is behind A24's highest-grossing movie to date, having turned the Backrooms from creepypasta memes into Hollywood horror. When we shared the news that he's a fan of the first-person puzzle-platform series developed by Valve, the community flooded the comments: "Yeah he for sure grew up a gamer 😭" "The guy made Backrooms for $10 million and pulled $117 million, so Valve would be insane not to at least take the meeting." Others traded theories on how a Portal adaptation could work and which games should be next. This is a clear example of the overlapping communities that power internet culture. Fans don't live in one community. They move fluidly across them.

We're hiring a Business Development Manager, Publisher Partnerships. Location: Remote UK / Europe, United Kingdom. You'll own the full lifecycle of publisher acquisition, from prospecting and pitching to long-term account expansion, building a network of premium publishers and strategic supply partners. We're a content and production powerhouse operating some of the world's most engaged social channels across gaming, entertainment, sports, food and creator culture. Born from deep roots in gaming media, we give advertisers access to a trusted network of premium publishers, turning those relationships into performance through first-party data and high-impact formats built for the content audiences love. This is a high-impact, externally facing role that calls for strong commercial instincts, ad-tech fluency, and the ability to build and maintain deep partnerships across the digital publishing landscape. If you're excited by the challenge of helping to shape Dexerto's growth, reach out and apply below.

A grieving father shared his story about Pragmata. Thousands of gamers, and the game's director, rallied to support him. We recently shared this father's heartbreaking story about Pragmata, the new game from Capcom. He says its character Diana resembles his late daughter, McKenzie, a likeness first spotted by his 9-year-old daughter, Ella. McKenzie was 8 when he lost her in 2009. He described the game as "therapeutic for my soul," a way to reconnect with memories of McKenzie while bonding with Ella in the present. More than 4,000 people responded to our Instagram post alone, many sharing their own experiences, from games that helped them cope to the loved ones they've lost. Game director Yonghee Cho responded too, saying he felt "incredibly humbled" that the game had delivered such a personal and important experience to people around the world. We wanted to share this on LinkedIn, as it shows the gaming community at its best, supporting one of its own and pulling players, creators and developers together. P.S. TheRealDuke777, everyone at Dexerto wishes you all the best.

A brilliant day at Programmatic Pioneers with Lindsay Wiles and wonderful to meet so many people. Dexerto’s move into ad tech through OmniDex has accelerated quickly over the past year, opening up an entirely new side of the business and the opportunity to build new relationships across the industry. Lots of interesting conversations and exciting opportunities ahead. Looking forward to the journey. Cheers Richard O'Sullivan Emma Glenn Sohel Modi Michael Murray Eleonora B. Cameron Armstrong Vishes Vijay Bradley Schofield Stephane Folquet Andy Oakes Justin Pearse Niki Chana Lucy Gausden Thomas Miles

I’m hiring a Brand & Communications Manager at Dexerto. You’ll work directly with me, our founders and senior leaders to shape how Dexerto is positioned across media, gaming, entertainment, ad tech, and the creator economy. We’re a content and production powerhouse operating some of the world’s most engaged social channels across gaming, entertainment, sport, food and creator culture. Every day, our teams create content, campaigns and experiences that reach millions of fans and deliver results for brands. We’re looking for someone to help package and market that work, turning award-winning concepts, creative excellence and audience insights into stories that grow our presence and drive new commercial opportunities. From PR, thought leadership and awards to industry insights, lead generation and commercial positioning, you’ll help define how one of the world’s largest independent media brands presents itself to the market. If you’re excited by the challenge of helping to shape Dexerto’s growth together with its leaders, I’d love to hear from you. Reach out and apply below.

When I’m hiring for a social role, I look for one thing before almost anything else: Is this person terminally online? Sounds ridiculous, but I genuinely mean it. If your job is covering gaming, creators, entertainment, sports, or internet culture, you need to actually live in those worlds. You need to know what’s happening before someone sends it to you. You need to understand why a story matters before the numbers tell you it does. You need to spot trends, memes, creators, controversies, and conversations as they’re happening, not three days later. One thing I’ve noticed over the years is that it’s much easier to teach someone how to write, edit, package content, or analyze performance than it is to teach them internet culture. You can teach the craft. It’s much harder to teach curiosity and genuine obsession with what’s happening online. That’s one of the biggest advantages we’ve had at Dexerto. A lot of our best people came in already immersed in the spaces we cover. We helped them develop the skills around that knowledge, rather than trying to force someone to care about an industry they weren’t already part of. The people who thrive are usually the ones who can’t help but know what’s happening. What’s the one quality you look for when hiring?

Looking forward to attending Programmatic Pioneers today. Give me a shout if you’d like to meet and learn more about Dexerto and our proprietary ad tech platform and SSP, OmniDex.

The Call of Duty: Modern Warfare 4 reveal trailer dropped last week, and our teams were ready from the moment the embargo lifted: –34M+ organic impressions in 24 hours  –1.9M+ engagements Once Infinity Ward, the original studio behind the franchise, released the trailer, our organic coverage produced some huge numbers in those crucial first 24 hours. Here's a full breakdown across our Charlie Intel and Dexerto handles: (1) Charlie Intel X: 29M impressions, 1.8M engagements across 43 posts. Comfortably the number one source for breaking COD news from the start. (2) Charlie Intel Instagram: 700K views, 228K unique accounts reached, 80K content interactions. (3) Dexerto X: 3.75M impressions, 56.8K interactions across 8 posts. Key news posted every ten minutes for a solid hour. Incredibly competitive given that everyone was publishing the same content at the same time. (4) Dexerto Instagram: 111K views, 50K unique accounts reached, 5,665 content interactions. (5) Dexerto TikTok: 161K views, 40% watched to the end. (6) Dexerto Facebook: 400K+ views across video and posts. Credit to the editorial and social teams for the preparation and execution on this one. We can't wait for the next chapter of Modern Warfare to launch on October 23!

Two more awards for Dexerto and I couldn't be happier for the team. 🏆 Winner, Shorty Award, Audible: "What Could Go Wrong?" - Creator and Influencer Partnerships 🏆 Silver Winner, Telly Awards, Squanch Games: "High on Life 2: Humanzapro" - Craft Winner for Art Direction Huge credit to everyone across our production, editorial, and commercial teams who helped bring these ideas to life.