We look at the impact video games have had on the world of marketing.
In 2020, the video game industry saw record growth, overtaking film and sport combined, partly boosted by the circumstances of the pandemic.
The world of gaming isn’t just entertainment; its potential goes much further. It’s becoming a market worth huge sums, which is why big brands are extremely interested in sponsoring teams and online events.
Various experts point out that social dynamics are changing and now leaning towards video games, in other words, towards gamification. It’s a new social trend that plenty of people are starting to take advantage of. Many media outlets are recognising the benefits of these new communicators, as they’re realising their own audience is getting older.
When a brand or company wants to improve its positioning, it should get closer to these trending YouTubers. We’re seeing the creation of new profiles that have nothing to do with other topics.
They tend to be very cost-effective, with quality reach, and they generate investment, impressions and impact.
All kinds of brands are already in. Movistar, Orange, Vodafone, Nike, Adidas, Coca-Cola, Carrefour, Havaianas, Red Bull… They’re relying on trendy partners to rejuvenate the brand.
Today, film’s role as a useful tool for selling brands has been eclipsed by video games. Developers tend to be more subtle than filmmakers. Bringing products into the virtual world is more effective.
This practice is called advergaming, and it puts a game carrying a commercial message into the hands of a varied audience. Advergaming uses interactive technology and high visual impact to deliver marketing messages.
Online games are, ultimately, a natural communication channel for brands and, therefore, more appealing and effective.
