Marketers have been diverting their focus towards the gaming and esports industry. Brands now understand the potential of the industry and how rapidly the industry has grown. Industry-specific brands like ASUS, HyperX, MSI, and AMD Ryzen etc. always had their focus on gaming influencers. Surprisingly, brands that are not industry-specific have also started investing in gaming talents based on the potential and influential power of young gamers. Gamers are committed, consistent and loyal. The popularity of gaming is something that is appealing to advertisers and marketers hoping to align their brands with this loyalty.
As gaming and live streaming continue to fuel development in the industry, marketers are increasingly paying attention to esports. Smart marketers want to connect with millennials and meet them where they are. They don’t watch TV or utilise other forms of traditional media. Video games are the perfect medium to do so. And the greatest gaming opportunity for advertisers lies in esports and gaming. Gaming has become the new social networking platform for millennials, Generation Z, and Generation A. People have a desire to connect and be a part of something bigger than them. Gamers want to support brands that they believe support them.
Influencers have always been a good medium for brands to advertise. Influencer marketing has been a trend for the past few years. In the early stages, influencers who caught brand attention were famous models, YouTubers, and renowned personalities. In recent years, a new group of influencers have emerged i.e gaming content creators. Content creators not only play the games but entertain their audiences as well. Their fan following is mostly between the age group of 15 to 30 which is the most targeted audience in advertising terms.
There are 90% chances that the target audience goes to search and buy the product which is always an advantageous situation for brands. However, brand participation should seem like an investment towards gaming and the players instead of a cash grab or only for “commercial” purposes. Esports firms are partnering with brands to conduct tournaments and provide amateur and rising gamers with excellent prizes, scouting, and ratings. It’s things like these that provide the community a strong sense of worth, which leads to brand adoption and affection.
Out of all the influencers in the market, gamers are known to have the best audience engagement in terms of viewership and audience-creator relationships. Audiences tend to admire their creators and feel more connected to them due to their high level of engagement. Not to forget that gaming influencers are easy to approach. For example, products like gaming phones, if audiences see a gamer playing on a particular phone and getting good results in the game, the audience will definitely think about buying that phone.
Keeping the market and brand’s requirements in mind, Trinity Gaming was established as a talent management company to connect every brand with a perfect influencer cum endorser for their brand. We have witnessed cases in the gaming industry where most of the influencers are teenagers or early adults. They lack the guidance to reach out to brands and carry out brand negotiations. Trinity works for the betterment of both the influencers and brands. We curate custom campaigns for the brands keeping in mind their investment budget and their requirements.
Brands have understood the potential and growing scale of the gaming industry. Investing in the gaming industry has yielded great results and will continue to provide the best results in future. Brands focusing their attention on the gaming industry will not only boost the brand’s loyalty but also uplift the gamers in India. All sorts of consumer brands, from exclusive high-end fashion houses to fast food chains and even movie studios, are realising the opportunities to connect with their customers through games. Trinity Gaming has collaborated with a lot of brands, some of which are India Today Group, Network 18, ASUS, Oneplus, Red Bull etc.
Author: Shivam Rao, Co-Founder & COO, Trinity Gaming
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