The gaming industry is the next space for digital marketing
by WordWrite Staff, on Sep 12, 2019
The future of marketing lies in experiences. According to the American Marketing Association, 80% of consumers said that their experience with a brand was as important as the products or services. Brands and organizations really need to take a look at the experiences their current and potential customers are having, and marketers need to stay ahead on “the next big thing”… could it be gaming?
The rise of new technologies in gaming — specifically, virtual reality and augmented reality — is creating new experiences for consumers and is already shifting digital marketing budgets. With a wide range of gaming devices out there, from traditional gaming consoles to mobile phones, there is no denying there is an opportunity for marketers.
The perfect example of this shift is the esports industry. Esports is what the NFL is to football fans, but with popular video games. These events can attract millions of viewers across the world similar to the Super Bowl. Big spending marketers are already tapping into this market and are expected to spend more than $200 million by 2020.
A staggeringly large industry
From C-Suite executives to young children, everyone is playing games. In fact, it’s been reported Americans spend roughly 7.5 hours a week playing games. On a global scale (see figures below), men and women between the ages of 18–35 spend the most time playing games.
There are even more staggering insights into the world of gaming and just how much time gamers are spending in, “The State of Online Gaming – 2019” at Limelight.com.
Now that we know everyone is gaming, how much money are people spending on their gaming habits? More than you think…
There are over two billion gamers across the world. Combined, they will spend $152 billion on games just this year — $68 billion, or 44%, of that amount will be spent on mobile gaming. I know people love games — sometimes even to a cult-type level. However, I didn’t realize it was this big.
Taking control of the game
Personally, I’m a big fan of golf, even though I’m not very good. I recently discovered a game in the Apple store by Top Golf called WGT Golf, which lets you virtually play courses all around the world. Needless to say, I was hooked immediately.
You see, the marketers and designers of this game are smart. As you continue to level-up your player, you have the option to use top equipment from brands like Titleist, TaylorMade, Callaway, Ping, etc. This was no accident, and these brands are strategically placed into the game as you play. This is a small-scale example, but if the largest golf brands in the world are leveraging the gaming industry, why aren’t you?
Gaming can be a powerful tool, if implemented correctly
A game can be an important element of a digital marketing strategy, but it should not be the only one. Social media, websites, conferences and training are just a few examples where a game can enhance the customer experience through engagement.
Our friends at Mega Cat Studios, a local video game development studio, outlined how they were able to create a game that not only educated the player, but also captured their information for the client. You can read more here.
It’s time to think outside the box and consider the gaming industry as your next “big idea” to market your product or service. Incorporating something as engaging as a game into your strategy could be a game-changer (pun intended) and separate you from the competition.