The video game industry draws in billions of players every year, and as technology advances, more and more games are being released to eager fans. For marketers looking to crack into this digital savvy market, there is no shortage of opportunity, but landing a high score with these players is not always so easy.
What began as a niche hobby aimed at kids and young adults has become one of the world’s largest industries. Could anyone have guessed video games would grow to be such a massive player in the global economy? Expected or not, the gaming industry is one of the fastest growing industries in the world, with more than 2.5 billion players plugging in. With such an expansive digital world at players’ fingertips, there are thousands of choices and games to sift through. For gaming marketers, there is no shortage of opportunity within the industry, but this is one market that cannot be underestimated.
Understanding the Scope of the Gaming Industry
Estimates have the global gaming market reaching $256.97 billion by 2025. On the popular online gaming platform Steam, 8,290 games were released in 2019 alone. The video game industry is an international giant that only keeps growing as technology advances and developers continue to craft compelling virtual adventures that keep gamers coming back for more. While there is certainly room for opportunity, there is also significant competition within the industry. Making a mark with this digital savvy crowd is no easy feat, but the marketers who connect with audiences will reap the rewards.
Connecting with a Unique Audience
The video game crowd can be a difficult one to place a pin in. With so many different types of genres and gaming platforms available, there is a massive audience with diverse interests and behaviors. Players comes from all walks of life and the gaming audience is rich in diversity. When planning out game marketing campaigns, it is vital to understand the needs and expectations of the digital crowd. Gamers are exposed to hundreds of commercials, from ads for new games in the market to product placement. Breaking through the stream of ads is going to take extra fine-tuned game marketing and a damn good narrative.
Divide and Conquer
With an abundance of online platforms available to marketers, it can be difficult to pick where to focus advertising efforts. While there is no one size fits all answer, it is important to broaden marketing scopes and utilize different online environments. Social media platforms are one of the main drivers for successful advertising campaigns. Players are incredibly active when it comes to participating in the industry as a whole, and it is common for gamers to take to online spaces to share their experiences and also look for video game recommendations. These digital worlds create an ideal place to connect with consumers and reach massive audiences.
Hitting the Marketing High Score
On the surface, video game marketing may sound straight forward. Players are already invested in playing games, so why would advertising them be difficult, right? While players certainly are excited to test their skills and wits in the next big game, they also have high expectations and quickly see through unauthentic advertising. To land a critical hit with this crowd, marketers need to craft immersive and compelling narratives that bring players into the game. After all, isn’t that what video games are all about?
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