By Mike McNeive
The digital marketing landscape is a perpetually moving one. It can be a strategic arms race at times, with brands trying to beat each other to the punch. One competitive edge that more brands are looking for, is the largely untapped potential of gaming audiences and fan communities. If the goal of digital marketers is to build and nurture long-lasting and fruitful relationships with the consumer, these cohorts can be the perfect solution to this challenge.
Consumers from gaming and fan communities are two of the most dynamic and engaged communities in today’s digital sphere. These vocal and eclectic groups of passionate individuals not only provide an exceptional opportunity for brands to reach a massive global audience but also offer a unique platform for building genuine and lasting relationships.
Gaming is no longer a niche hobby or pastime, it has become a global behemoth, with the number of worldwide gamers expected to reach 3.32 billion by 2024. By targeting gaming enthusiasts, who by nature are an incredibly diverse group, brands can expand their reach, gaining exposure to demographics that are highly engaged and eager to interact with content.
Gamers and fan communities in this space are some of the most staunch, passionate and unwavering around. They actively participate in fan-led Discord servers, forums, social media groups, and live streams, fostering a sense of community and belonging. Streamers and creators in the gaming space have built highly engaged global communities numbering in the millions. They have earned their fan’s trust and often financial support, thus achieving something that all marketers are setting out for. These online spaces are fertile grounds for brand loyalty and advocacy among the communities, and brands authentically contributing and interacting with the communities will reap the awards.
As mentioned, we are in the age of superstar streamers and gaming influencers. Creators have moved from being famous online from their bedrooms to being swarmed by legions of fans when walking the streets or at community meet-ups. They have a profound influence over their fans, and with the ad-hoc nature of gaming content and streaming lending itself to integrated brand promotions, we will continue to see a rise in brands participating in the space.
We have seen in-game collaborations, sponsored tournaments and other brand experiences have huge success in the industry. In large part to how these brands authentically interact with the highly engaged fanbases. Gaming enthusiasts are not passive fans. They are incredibly passionate, vocal and valuable advocates for their preferred brands.
This is what we at Attention Seekers specialised in. We have an extensive record of helping brands engage with these communities. From directly working with brands with optimised relevant content entertainment, we understand what makes audiences and fans tick. We know the common pitfalls that brands enter the space, what they succumb to and importantly, how to avoid them.
The days of viewing the incorporation of gaming fans or fan communities into a brand’s marketing strategy as a ‘radical concept’ are long behind us. More brands (even beyond gaming) are seeing loyal customers as fans and these fans play a key role in all modern marketing mixes.
Fandom will play a massive part in brand marketing going forward. The opportunities for trusted inspired video entertainment are on the rise!
