Gaming is now one of the most lucrative industries of all time. With billions of people dedicating much of there free time to it, it now has a massive influence on both society and technology, and because of this, it is something that marketers should not overlook.
Below are some of the reasons why including gamification in your marketing strategy is a must.
Consumers can be Brought Closer to Your Brand
With over 2.2 billion gamers worldwide, it’s clear that gaming is one of the world’s favourite pastimes. This huge number of players can partly be put down to the wide range of interests that are catered for through games, from sports to shooters and more.
Emma McDonald, Director of Marketing at Newzoo commented “Game companies are the champions of interactive entertainment and are outstanding at stimulating social, creative and sharing behaviour,”
“As traditional media struggles to offer an interactive component around their content, game companies are quickly learning how to monetise video content and its millions of viewers.”
She continued, “This could ultimately lead to a media landscape in which game companies hold a key position as they master both skills. The biggest game companies already entertain a far greater audience than most of the world’s biggest traditional media and entertainment companies.”
Marketing through gaming is an excellent way to reach your audience as it is done through a channel they prefer and it’s already in a space where they spend most of their time.
There are a huge number of gamers who now have a massive following from posting frequent gameplay videos to online platforms such as YouTube. This makes them prime candidates to become influencers for your brand.
Pro-gamers such as Kim Jung Woo, have been known to partner with brands and sponsors. He has been seen partnering with sportswear brand FILA.
Using gamers in your marketing strategy could potentially open up your brand to a whole new audience.
Electronic sports, also known as eSports, is a form of competitive gaming which attracts millions of online spectators and sells out stadiums. The sport is rising in popularity on a global scale and the people that take part in these competitions do this for a living.
Big brands like Coca-Cola in recent years have started sponsoring eSports tournaments over other massive tournaments such as the Super Bowl because eSports comes much closer to the desired demographic they aim for.
Rebecca Sentence, Deputy Editor at Econsultancy commented, “The world of eSports mostly revolves around major tournaments, in contrast to the world of traditional sports, where casual matches and local competitions take place all the time,”
By sponsoring eSports tournaments, you can align your brand with an audience that consists of millions of games. Gaming covers the smallest of niches, so it’s almost guaranteed that you reach your intended audience.
In-game marketing is pretty much untouched by traditional advertising, making it a great place to insert your brand into virtual worlds. There are three main ways of advertising in games, these consist of:
- Static In-game Advertising – This type of advertising in-game is done through product placement. Brands can insert their product/service as part of the character’s image/clothing, or maybe as an object the players can interact with. It could also be integrated into a storyline in the game.
- Dynamic In-game Advertising (DIGA) – This type of advertising takes place directly in the virtual world. Adverts are placed exactly where you’d expect to see them in the real world, from bus stops to billboards, and posters.
- Advergames – These are games that are built with the sole purpose of promoting a brand or product. It allows your target audience to be entertained while engaging with your brand.