Gaming advertising “Gaming and brands” A fact to consider for any brand is that in 2019 the Super Bowl had 98 million live views while e-sports had 194 million, it is true that the Super Bowl happens on a single day and the 194 million in e-sports they happen for a year, however, at the level of engagement , the Super Bowl has people who accompany the fans and are not so interested in the event, so it does not represent a highly valuable engagement for brands; On the other hand, the gaming industry , like very few in the world, consists of an audience that is too specialized, concentrated and select, so that the brands positioned in the mindsetof this consumer are aspiring to “legendary” level engagement . How does a gamer feel vs. a user of social apps?
The result of a study conducted by Smaato revealed the big difference in the engagement of mobile game users and social app users. The study concludes that thanks to these positive feelings, mobile game users are much more receptive and open to receiving advertising from brands, since 70% of these users responded that “they have greater trust in the brand and a better impression” . In this industry, the moment of greatest engagement is provided by the audience and not by the brands; however, “non-endemic” brands (brands that do not interact or contribute directly to the ecosystem) have entered the scene to position themselves as main sponsors and be able to have a place in the mindsetof the gaming industry.
Some Brands That Already
Do it are; KFC, McDonalds, Mitsubishi Iceland phone number CitiBank and 3M among many others. digital marketing videogames Advertising in gaming. Twitch would be the third largest country in the world. A brilliant example of non-endemic brands for generating value through. Sponsors is Gillete in alliance with. Twitch leading video game streaming platform that today has 598 million users. Which would be the third most populous country in the world. This platform together with Gillette created the ” Bits4Blades ” campaign . Where Gillette rewards buyers of its razors with credits to interact on the platform, in addition . Gillette is an official sponsor of INFINITY one of the e-sports franchisesmost. Winners in the world and number 1 in Latin America, participating with more than 9. Different teams in e-sports, among which FIFA 2020 (30.4 million players per year), League of Legends (100 million users per month).
And DOTA 2 (375,000 players on average per day) On the other hand, we have the traditional sponsor , the brands that want to advertise in gaming , whether or not they have to do with the ecosystem, but that generate trust in the user by including them in their activations, some examples are: Nike enters e-sports with a 4-year deal with the Chinese League of Legends Pro League. Coca-Cola signs a multi-year agreement with the Overwatch League, it is the first non-endemic brand to sponsor this league. Samsung and Gen G. reach an agreement with which the mobile company becomes the main sponsor of one of the most powerful e-sports teams on the market. Which means that any brand with resources can allocate them to advertising in gaming ; however, the opportunity lies in the fact that 64% of gamers do not feel a connection with the sponsoring brands.
That Is That The Other 36%
Represents a captive market due to the highly sophisticated audience of this industry. Example of pure creativity: Wendy’s Wendy’s earned my loyalty to their burgers for life Player Live Commentary: Mattew Piccolo. As an example of brand engagement , there is the case of the Wendy’s restaurant chain when creating the character of.Wendy in the video game Fornite . Wendy entered the game as a character and because of the restaurant’s motto of “do not use frozen food”. He started destroying meat freezers instead of attacking rivals. This strategy was amplified through the. Twitch platform for 9 continuous hours live, the results were incredible . More than 1.5 million minutes watched on Twitch, 119% increase . Wendy’s mentions on all platforms, influencersThe most important of Twitch began to imitate .Wendy’s activity and with this users from all over the world began .
In recognition of this marketing feat, the game and rival brands paid their respects to Wendy’s great performance. How can my brand benefit from the Gaming world ? The answer lies in the value that you can offer to the ecosystem, that is, that you generate a complementary experience and that it focuses on benefiting the user, in this case a gamer . Albert Alvarez. with the gaming hardware accessories company .RAZER by presenting RESPAWN , a chewing gum for gamers . whose main slogan is “Chew, focus, win” that in addition to having a great marketing.A better performance of the players during a game of video games . This does not assure the gamer of becoming a professional.