Is In-Gaming Marketing the new frontier in marketing

by Willis Olwande

AI might be the new buzzword, but the gaming industry has been quietly changing the world for decades. According to Statista, the number of users in the video games market is expected to amount to 10.0m users by 2027 in Kenya. These statistics are what enables marketers to use gaming platforms to reach their audience.

Game design over the years have often pioneered novel technologies for instance the VR, AR, motion controls, even facial recognition. Games have often test-driven and refined new tech before it gets to wider audiences. Tapping into the following technologies have really helped reshaping the marketing for the various industry players in this niche.

• Narrative innovation: Games have mostly explored storytelling formats (non-linear narratives, branching journeys) that traditional media is just catching up to.
• Community engagement: Online gameplay fosters viibrant communities and social interactions that other industries are actively trying to emulate.
• Constant evolution: The gaming industry embraces change and iteration much faster than most, always pushing the boundaries of what's possible.

The marketing landscape is no longer a solitary quest for attention; it's a full-blown raid, and the loot? The hearts and minds of a hyper-engaged audience: gamers. In this electrifying era where pixels have reigned supreme, video games have become more than just entertainment; they're masterclasses in immersive storytelling, community building?and innovative brand interaction.

Epic Engagements for brands:

Today's games are sprawling universes teeming with opportunities for brands to forge genuine connections with players and those who like to just watch gaming content. Forget about the intrusive pop-up ads which mostly are a nuance to most internet users; think of the seamlessly integrated product placements, in-game challenges sponsored by real-world companies, and even playable characters decked out in your latest fashion line. For instance a game such as EAFC24 has lots of products placed from the fashion sense to the screens all round the pitch. This is one of the coolest ways to product place as gamers and watchers are made aware of the existence of the various products, and for sure you’d be greatly surprised by the population that is watching gaming content right now!

On-Screen Magic Marketing

Today's players are active participants in the narrative in game and everything that unfolds before them. Imagine a world where your car brand becomes the trusty steed that whisks the hero through a post-apocalyptic wasteland, or your energy drink fuels the epic final boss battle. It's not just about product placement; it's about crafting experiences so memorable that players wouldn't dream of driving anything else or chugging a different beverage. Remember that exhilarating feeling of unlocking a new weapon in your favourite RPG? Brands have tapped into that same dopamine rush by offering exclusive in-game rewards, early access to content, or even custom character skins – all tied to engaging with their brand off-screen. And it sure has shown results for the various brands and exposed them to newer markets.

Off-Screen Adventures: Community, Collaboration, and Beyond:

The magic doesn't stop when the screen fades to black. The real gold lies in the passionate communities that pulsate around games. Twitch streamers become virtual influencers, fans forge real-life friendships over guild chats, and cosplay conventions transformed into vibrant celebrations of shared passions. Brands have tapped into this communal energy by hosting in-game events, sponsoring esports tournaments, or even creating their own dedicated servers where players can interact directly with the brand. Imagine participating in a virtual treasure hunt organised by your favourite clothing brand, where clues are hidden within their social media posts and the final prize is a real-life shopping spree. The possibilities are as endless as a procedurally generated world. Basically gaming has changed the marketing game by seeing the increase of both on screen and off screen engagement. Seeing how Gen Zs Stories and consumer habits have been greatly influenced by these games.

Data is the new currency and the Power of Play:

Gaming generates mountains of data from player choices, purchase patterns, emotional triggers, that reveal deep insights into consumer behaviour. By analysing this data, brands get to craft laser-targeted campaigns, personalise the gaming experience, and even predict future trends. Imagine automatically adjusting your advertising based on what types of characters players choose or offering real-time discounts on virtual weapons when they're on a boss-fighting rampage. It's marketing alchemy, turning gamer data into engagement gold. You would clearly know what ads are suitable for a particular gamer or consumer depending on the data from the games they watch and content they mostly consume from the games.

The Future of Gamified Marketing:

And the future? Brace yourself for a reality where the fourth wall between game and life crumbles like a Lego tower. Augmented reality scavenger hunts will have us chasing virtual dragons down city streets, virtual influencers will endorse products with uncanny realism, and blockchain-powered economies will blur the lines between in-game rewards and real-world currency. Imagine earning a limited-edition pair of sneakers in your favourite racing game and then strutting them down the real-world sidewalk – the ultimate bragging rights.

Level Up Your Brand

So, what can the non-gaming world learn from these digital champions? Here are some key takeaways:

• Immersive Storytelling: It is about time we ditch the dry product descriptions and weave narratives that pull potential customers in. Make your brand part of the journey, do more than just a billboard on the side of the road.
• Community Power: Don't just sell to them, be part of their world. Engage with communities, support their initiatives, and show them you care about more than just their wallets.
• Data-Driven Decisions: Don't rely on gut feelings; embrace the power of data. Use the relevant insights to refine your campaigns, personalize experiences, and stay ahead of the curve.
• Innovation, Always: Gaming thrives on constant evolution, and so should marketing. Be unafraid to experiment, embrace new technologies, and push the boundaries of what's possible.

Gaming has redefined the marketing landscape, showing us that engagement, creativity, and a genuine connection with audiences are the keys to success. Get ready to level up your brand.