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Gaming is surging as people stay at home during the pandemic, but marketers face distinct challenges of activating in an environment that’s unlike traditional media.
The IAB concluded its weeklong virtual NewFronts presentation today with a series of discussions on the rise of gaming and esports, and how marketers are approaching the space.
“Whether it’s converting your investments that might be in traditional sports or using this as an excuse just to have that conversation with your executives, use this as an opportunity to maybe get that test campaign or … try something new because it is center mind and it’s very popular right now,” said Gabe Gordon, co-founder and managing partner of Reach Agency.
At the height of pandemic lockdown, Nielsen found that 82% of global consumers played video games and watched video game content.
Where do you activate?
Like most media these days, gaming is fragmented. Marketers can partner with individual influencers, buy on platforms like Twitch or go directly to gaming publishers.
Douglas Veney, influencer and esports marketing manager at Nestlé, said the company has invested heavily into influencers to drive upper-funnel engagement with fans.
“We can really take it from the influencer level and then build upon that approach to move into … more platform level things that are a little bit deeper down the funnel for that.”
Jill Baskin, CMO of the Hershey Company, said her team has been dabbling in gaming, but has found
Read more here: https://www.adweek.com/brand-marketing/how-should-marketers-approach-gaming/
