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Marketing and video games, a long love story?
Video games are a constantly evolving market that attracts a growing number of gamers around the world. In fact, according to industry figures, there are more than 3 billion gamers worldwide, and in the U.S. alone, the 227 million gamers spent $60.4 billion in 2021, an 8% increase over the previous year.
This market is constantly growing and represents a major opportunity for companies wishing to develop their marketing strategy.
In this article, we will explore the different opportunities that video games offer marketers, focusing on the three main categories of games: mobile games, console games and PC games in bullet points for maximum effectiveness!
Mobile games: a major opportunity for marketing
- Mobile games represent more than half of the global video game market.
- Marketers can offer in-game advertising to reach a wider or more specific audience with targeting technologies.
- In-app ads can take different forms (videos, banners, interstitial ads).
- Company products can be integrated directly into the game to provide a personalized experience.
- Mobile games offer an opportunity for companies to develop branded games.
- Branded games can promote a specific brand or product and build brand loyalty.
- Branded games are also an effective way to engage consumers.
Console games: an opportunity to reach passionate gamers
- Console games offer immersive, high-quality gaming experiences for avid gamers.
- Console games represent about one third of the global video game market.
- Marketers can integrate ads directly into console games to reach players.
- Integrated ads can take many forms, such as billboards in virtual stadiums or interactive ads in the game menus.
- Marketers can sponsor online gaming events to reach an even wider audience.
- Branded partnerships with game publishers can provide unique gaming experiences for players.
- Branded partnerships can help companies reach a wider audience by associating their brand with a popular gaming franchise. See: Call of Duty x Burger King
PC games: an opportunity to reach an older audience
League of Legends Champion Qiyana in her new Prestige skin, designed by Nicolas Ghesquière, Louis Vuitton's artistic director of women's collections. (Riot Games) source : Louis Vuitton x League of Legends
- PC games are often associated with an older, more tech-savvy audience.
- PC games represent about 23% of the global video game market.
- Game distribution platforms, such as Steam or Epic Games Store, offer opportunities for marketers to reach gamers with in-game ads, promotional offers and special discounts.
- Marketers can sponsor online gaming events to reach a wider audience. See: LVMH x League of Legends
- Branded partnerships with independent games or game developers may offer exclusive character skins or in-game items for players.
- Brand partnerships can provide marketing opportunities for companies.
In conclusion, the video game market offers many opportunities for marketers to reach a large and highly engaged audience. Mobile games, console games and PC games all offer different opportunities for marketers to engage players using embedded ads, branded games, brand partnerships and online gaming events. Marketers need to be creative and innovative in their approach to reach players effectively, while providing an enjoyable and personalized gaming experience.