According to Entertainment Software Association report, 2018 was a record-breaking year for video game industry, with total video game sales exceeding $43.4 billion. Over 164 million adults in the United States play video games and three-quarters of all Americans have at least one gamer in their household. As the leading form of entertainment today, video games are an integral part of American culture. In addition, as per Microsoft, there are more than two billion gamers around the world. By 2022, experts forecast the gaming industry will produce around $200 billion in revenue.
The gamers include people from those playing free games on their cell phone to pro gaming with using a state-of-the-art computer fitted with the latest hardware. Video game players represent a diverse cross-section of the American population spanning every age, gender, and ethnicity. Given the growth and popularity of the gaming industry, I was wondering how digital marketing plays a role in the gaming industry.
Based on some research, it seems that digital marketing is an absolute necessity in the gaming industry. The following are a few examples of digital marketing strategies chosen by popular gaming companies:
Heroes Charge is a mobile game that got a 15-second ad during the 2015 Super Bowl. Even though the company must have a paid a whopping amount to get that ad spot, millions of people watched the ad. This marketing strategy was a great way to get the much-needed push for that company.
With their mind-blowing trailers and near-perfect games, this franchise has won the hearts of gamers. They set the bar very high for others launching their own video games. Even though they created amazing trailers to attract customers, the franchise was careful to not include unrealistic elements in their marketing materials. The company wanted to make sure that the consumers were not disappointed, and their expectations were met.
Sony used the reputation they built over the years when they launched PS4. In the new campaign for PS4, Sony decided to take the consumers through a nostalgic walk down memory lane. The fans were reminded of the reasons why they owned a Sony console and why they should buy a new one.
All of the digital marketing strategies mentioned above were done through social media, YouTube and other online digital media that allowed their fan base and other internet users to get to know their games or fall in love with them. As more and more people play video games via mobile devices and online, the importance of digital marketing becomes extremely high for the gaming companies to reach and convince the games to buy their products.
A couple of successful strategies recommended and shared by digital marketers:
· Game Marketing on YouTube
· Branch out to Multiple App Stores
· Facebook and Instagram Game Marketing
· Appear on Gaming Podcasts
· Game Marketing through Review Websites
· Game Influencer Marketing
· Facebook page for Game Marketing
Interestingly, as per article “AI or digital marketing heavily used in the gaming industry”, video gaming draws on AI for digital marketing tools to help personalize marketing efforts and convince potential consumers to spend money, both in the game and out of the game. For instance, many free-to-play apps and video games show ads to players in-game. Often, the ads are the only free way to advance in a game and act as a sort of pay wall.
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