The gaming marketing boom

We thought it would be interesting to talk about this topic that is in full boom and that we hope more and more people will take advantage of, in addition to our closest clients and allies. And it’s that we are very excited about how more and more brands are trusting in video games or turning to them to refresh their image, win over and create community or get involved with their target audience.

The best thing about Social Gaming Marketing is that the user or consumer does not perceive advertising as something intrusive, since it always comes accompanied by a reward, in other words they perceive it as a prize, as something positive. That is, we are creating a business model built on networking, competition and fun. Let’s remember that in the past brands such as 7UP have launched games like Cool Spot at the height of the first consoles, Metro Australia launched the mobile game Dumb Ways to Die, so now, with the arrival of the metaverse (meta-universe), brands are once again starting to venture out just as they did in the past.

We are already seeing the beginnings of this today. It is a reality that is not far away, and the big brands have shown it, for example, how Valorant allied with Lenovo for a series of competitions with cash prizes that helped the brand legitimize itself among the gamer audience, Disney released a Spider-Man skin in Fortnite, Mercedes-Benz promoted its electric Mercedes-Benz EQC through ESL One Dota 2 tournaments and ESL’s global mobility, Vans introduced a skatepark in Roblox, complete with equipment from its brand. Brands such as Gucci, Nike, Mapfre, Domino’s, etc. have done it too.

We believe that as the metaverse grows and matures, the best-known and most consolidated brands will make their way in there just as they do in real life. By metaverse, in simple words, we mean a network of 3D virtual worlds focused on social connection. We have heard more and more about this ever since Mark Zuckerberg presented his project to include it in Facebook and change the name of his platform to Meta, but we have also seen it in movies such as The Matrix Awakens: An Unreal Engine 5 Experience, which, according to Yannick Myrtil, marketing director at GameAnalytics, back in 2013, have become a kind of “Trojan horse” to increase excitement among the younger generations.

Studies carried out by Momentum and Twitch showed interesting results such as that there is a huge expectation among the gamer audience that video games are going to surpass watching and practicing traditional sports in a very near future; it is about moving forward and evolving.

We invite you to navigate the world of the metaverse and video games alongside us and to experience firsthand how, through E-sports and Gaming, you can offer unique playful experiences and subtly and quickly connect with a loyal and passionate gamer audience.

This article is a machine translation of the Spanish original.

• Gamification
• Marketing
• Video Games