Between Gaming and Advertising in In-Game Marketing
Product marketing activities nowadays are not only broadcast through famous figures or billboards, platforms such as games can also be an effective marketing tool. Marketing that is carried out/aimed at in a video game is referred to as in-game marketing. The phenomenon of using games as a means of marketing itself is increasingly popular, especially during the current Covid-19 pandemic. Based on data from XNUMX, the lockdown policy during the Covid-19 pandemic has made many people look for alternative entertainment while at home, stuff that is most targeted is game console, mobile gaming, or PC gaming. As many as 40% of young people in the age range of Gen Z and millennials, experienced a fairly high spike in gaming activity, dominated by an increase in activity playing mobile games.
Seeing the high number of consumers and the increasing variety of types of games that are being loved by the audience, in-game advertising provides a unique marketing strategy option and if it is right on target it can provide benefits in terms of branding and profit. By using in-game marketing, several advantages such as making your product reach more widely by consumers and giving your product differentiation against competitors can provide more value in terms of branding in the eyes of consumers. Taking advantage of the advertising software in the game platform also allows you to activate real-time ads that can be customized. Quoting from the Digital Marketing Institute, the following steps that can help improve the performance of in-game marketing are mentioned below:
- Paying Attention to the Female Player Segment
Games are often associated with activities that are closely related to men. However, referring to Statista data, 45% of gamers today are women, both teenagers, and adults. Focusing on a more varied and inclusive marketing target can be utilized on a number of gaming platforms that have a diverse consumer base.
2. Mobile Gaming is More Trending
Apart from that, mobile gaming is more accessible to consumers. 51% of revenue in the gaming sector is contributed by mobile games. This momentum can be used to see the prospect of mobile gaming which has a great opportunity to be used as a forum for marketing and collaboration.
3. Use Video Marketing
Leveraging gaming influencers who are actively using Twitch or YouTube to broadcast while playing games can increase our brand awareness with the right strategy and timing.
Some examples of the use of in-game marketing in marketing brands, as well as creating awareness among consumers, are the collaborations carried out by Travis Scott with Fornite, The Sims in collaboration with the luxury brand MOSCHINO, to Zepeto and TWICE.
In your opinion, what is the most creative and unique in-game marketing?
Written by Melisa Nirmala Dewi
Digital Marketing Institute. 2020. The Secrets of Marketing in the Gaming Industry [online]. https://digitalmarketinginstitute.com/blog/how-gaming-influencers-sway-marketing-in-the-gaming.-industry (Diakses pada 17 Oktober 2021)
Smyczynski, Aleksander. t.t. Marketing for Games [online]. https://ecampusontario.pressbooks.pub/gamedesigndevelopmenttextbook/chapter/marketing-for-games/ (Diakses pada 17 Oktober 2021).