How Game Marketing Can Boost Your Brand?

Over the years, the popularity of video games has soared, and they are now considered to be a highly popular medium of entertainment. Like most forms of entertainment, this also means that video games present an opportunity to advertisers and marketing companies. For one, you can advertise through the gaming medium (particularly through cell phone games), you can advertise your products through the actual video game, or you can advertise the game specifically, which is typically done with large console games or popular mobile games. Game marketing ( ) is becoming its own space within the marketing industry.

How Big Are Video Games Really?

Games are a veritable cornucopia of advertising opportunities—specifically cell phone games. In 2018, the gaming market generated around $138.7 billion in revenue. The largest segment of game revenue, around 36%, is generated by smartphone games. This isn’t too surprising, especially considering the amount of people who play Pokemon Go or Candy Crush on a daily basis. The smallest segment of gaming goes to Browser PC Games, like Runescape, and account for about 2% of the gaming market. Console games account for about 32% of the gaming revenue. Basically, there is a large revenue pool for game marketing experts to dip their toes into.

Why You Should Consider Game Marketing:

Video game marketing is highly versatile, and there are many ways a company can advertise their product:

1. With cellphone games, it is simple for advertisers and game marketers to slip their ads into the games through pop-up windows that pop up when you load the game. This is allowed by many cellphone games, and it is a similar marketing strategy to Youtube’s advertisement strategy. This medium of advertisement also allows many more companies to throw their shoe in the ring, as paid advertisements through this medium aren’t as expensive as other forms of marketing.

2. In-game marketing is when advertisers or marketers pay to have their products or brand name featured in video games. The company’s logo can be featured on huge billboards in the virtual world, or the brand of vehicle the protagonist uses in the video game can even have a real-world counterpart, like Ford or Chevy (if they pay the right price). This type of game marketing is more so done by major corporations, since the widespread reach of video games allows international brands to reap the most rewards by having their logo appear in these games.

3. For actual game marketing ( ), there are a handful of strategies that marketers employ. Video game companies often provide a sample or teaser of the upcoming video game, which is very similar to the film industry. This creates a sense of anticipation in the audience, as these short clips tease the story, playing style, and graphics. Trailers that show the actual game in action are very popular with the consumers, as this allows them to get a good sense of whether or not they’ll enjoy the play style or not. Consumers will always want to know what to expect before they buy something, they don’t want to figure out once the product has already been bought. Giving the consumers a taste of what they can expect gains both their interest and trust. Another marketing strategy is early order incentives. Pre-orders are when customers buy the game before it’s even released, and in return they get a copy of the game as soon as it’s released in addition to some type of additional product (like extra downloadable content they otherwise wouldn’t have been able to get).

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