Gaming, beyond trends, let's talk about people
By: Fernando Bautista and Eric Silva
The video game industry has been growing for several years now. This sector is no longer a niche consumption as it was in its beginnings. A study conducted by Newzoo* It mentions that there are 3.2 billion people worldwide who play video games, and in Mexico, approximately half of the population does so.
With this, platforms have emerged that influence how we relate to each other when playing or consuming content about a game, since we not only want to have fun, but also want to share our experiences, ask questions, and watch our friends (or strangers) play. We want to belong to communities and have that bring us some value.
One of the platforms where gaming has exploded the most is Twitch. Created in 2011 with the specific purpose of being based on video games and live broadcasts of people playing from their homes or even the broadcast of some e-sports events.
Their success has a lot to do with the solution to the needs previously raised, since, here users can choose from a huge variety of streamers to see, “follow” those they consider their favorites, comment, and interact with groups of people who share the same interests, among other features that help create a sense of belonging and connection.
Various brands have been able to take advantage of the opportunity that these types of platforms offer to get their message to potential customers, one of them is Snickers, who have understood how to address each type of audience, and in this case have created ads specifically to be shown on Twitch or YouTube that use a particular visual and verbal communication style of video game players.
Another brand that has managed to join this market is Gillette, who created a tournament in alliance with several streamers recognized in Mexico, in which each of them in their stream invited their viewers participate by purchasing Gillette products and registering your purchase on the website to earn points and redeem them for consoles, accessories, gift cards for digital stores, and more.
There are also brands that have found a way to target their products to the market Gamer offering solutions or tools to improve your digital experience. American brands like NordVPN offer security while browsing and improvements to gaming server connections; GFuel offers supplementary products to improve focus and provide energy; Factor sends pre-made healthy dishes that don't take time to heat up, allowing for instant consumption.
We shouldn't overlook gaming platforms like Xbox, which with Xbox Rewards and Microsoft Rewards incentivize the use of their products so you can earn points that can be redeemed for memberships and gift cards for different games or services like Roblox or Spotify, to name a few.
In conclusion, the exponential growth of the industry gaming It not only reflects an increase in the number of players, but also the transformation of a mere entertainment activity into a culture of community and connection. Providing a space where users not only consume content, but actively participate, creating a sense of belonging and camaraderie around their shared interests has been key. Brands have recognized this evolution and have known how to integrate strategically, from advertising targeted at this audience to the creation of products that enhance the gamer experience.
It is key to develop campaigns with a focus on the gamification, where the consumer feels rewarded for their active participation. This dynamic not only drives interaction but also loyalty and engagement, taking the relationship between the brand and its audience further. This collaborative approach and shared value strengthen the bonds between brands and gamers, creating a more meaningful and lasting relationship within this vibrant digital gaming ecosystem.
This phenomenon not only highlights the power of gaming as an industry but also its ability to influence human interaction and the way we relate to technology.
Staying informed about current trends and needs is essential for your brand to connect with your audience. At Gerundio, we stay up-to-date with what's happening and develop digital products that add value to your project. If you want to learn more, contact us.
Wijman, T., (2022, December 21). The Games Market in 2022: The Year in Numbers. Newzoo. https://newzoo.com/resources/blog/the-games-market-in-2022-the-year-in-numbers
