Video games are a multi-billion dollar industry. Thanks to mobile evolution, gaming has moved from the confines of 80s suburban basements to the portable entertainment and engagement enjoyed by millions of casual gamers on their phones.
But the industry reports show that games are also a very committed market. Here’s why brands need to pay attention to these highly immersive and engaged communities.
more than play
Gamers play more. And it becomes a social activity with unpredictable growth potential. This massive expansion has similarly sized implications for businesses.
There are many industries in particular that have seen the widespread influence of video games:
- Real-time telecommunications and communications solutions: Video games, the mobile with the greatest number of users, are the biggest consumers of mobile broadband and broadband data. Being such an important objective, telecommunications companies have decided to integrate games into their complementary content platforms and service delivery billing.
- E-commerce and digital retail: Beyond being a point of contact with retail and the public, this sector now uses a “play-to-win” store credit system to engage and retain customers.
- fintech: Besides e-commerce, purchases made in video games with real money and related video game merchandising are the main drivers of mobile wallets and digital payment platforms.
- Education: The concept of gamification – integrating fun aspects into lessons – is now essential to arouse and maintain the interest of students.
Powered by APAC
According to Google”What’s next for Asia-Pacific gamesreport, the region accounts for three-quarters of the top gaming markets in terms of consumer spending. games.
The same report also emphasized that APAC continues to be mobile-first: the player base for mobile games continues to grow and will ensure this region remains mobile-first. And that is expected to play a vital role in customer engagement, as mobile games and associated brands – whether as a sponsor or linking partner – will interact with approximately 1.62 billion gamers.
Social engagement stimulator
Based on these studies, it’s clear that gamers across APAC are primed for hyper-personalized engagements and user experience journeys. here are the metaverse primary audiences and extended reality platforms that will eventually be deployed. Among these audiences is a youth segment that Infobip follows closely: Generation Alpha.
Games aren’t just for fun. While there is a competitive element to cyberspace – from player versus player to leaderboard rankings, there are just as many – if not more – players in the casual space, playing to win, and even those who just watch streams. Even though all of these customer variables defy age and demographic types, there is one constant and consistent demand: great customer engagement. The same is said when approaching users in the metaverse.
With the demand for instant and hyper-personalized experiences, and new waves of gamers seeking social engagement are contributing to this expansion. These new players are spending more time in games and immersing themselves in two related activities: in-game spending and community activity. through the metaverse.
These developments caught the attention of marketers, who set out to explore how to take advantage of this booming economic engine.
Customer support has received a huge boost as gamers start engaging game developers when sending feedback to users. Similarly, when brands outside of the video game industry get involved – usually through linked campaigns – there will be a massive increase in user recognition and customer interactions. Marketers, one of the first to notice this paradigm shift in consumer focus, quickly capitalized on this trend with partnership as a quick fix.
Gamers are the future audiences
From casual entertainment to professional esports teams, gaming has become part of almost everyone’s life. To put into perspective, the world has 7.8 billion people and nearly half are gamers. Notably, one of the biggest issues Southeast Asian brands are currently facing is that only 10% of gamers are responding to marketing campaigns. This is applicable globally and as such new orientation processes are being developed to uncover player passions and interests. Brands must therefore be very attentive to keep up with this growing and “difficult to capture” audience.
There’s one major Meltwater discovery that all brands need to focus on, and that’s that gaming has become a social pastime. Gamers create entire online communities – from forums to Twitch streams and beyond – turning them into a social norm.
This global growth trend and economic transformation phenomenon presents a huge opportunity for brands to engage with a well-informed audience that demands authenticity and hyper-personalized reciprocity. As they are engaged across multiple communication touchpoints, the deployment of omnichannel communications is now imperative.
Gamers are now present in almost every type of client, creating a complex mind map for business owners. It is necessary to accept the fact that interaction with the public can no longer be approached in a traditional way. Although all channels should be considered, adding the vouchers is just as important.
Undoubtedly, everyone now communicates through a gaming-related platform. From Discord to Twitch, and even Reddit forum threads, these communities are active with audiences that have common interests with video games or any content closely related to those games. These channels, along with today’s engagement touchpoints – like social media and chat apps, require the right tools and knowledge to ensure every facet is engaged. With an omnichannel approach, brands can quickly engage these hyper-connected audiences consistently across any platform at the right time.