Authenticity, Purpose & Understanding - A Guide For Brands in Gaming
Published on
by Dominic Mills
Gaming is one of the most popular entertainment sectors in the world - and yet, it is perhaps the only sector that brands haven’t managed to fully concur.
With this in mind, SPORTFIVE recently brought together several non-endemic brands thriving in gaming, including Unilever, EE, Nescafé and Mozilla to learn what contributes to a winning gaming strategy.
In this Insight:
The Rise of Video Games and the Opportunity For Brands
Video games are one of the most popular entertainment platforms in the world.
Data from Statista shows that there are more than 2.7 billion people who play video games, representing approximately one third of the world’s population. Whilst this is a staggering figure on its own, it is expected to grow significantly in the coming years.
Younger generations such as Gen Z and Gen Alpha are driving incredible growth in gaming as an entertainment platform, with research from Newzoo finding that on average 94% of Gen Z and Gen Alpha spend their free time playing and socialising in gaming environments, with Gen Z spending more time on video games than social media.
Despite seeing unprecedented attention, particularly from young demographics, there is a lack of investment in the space from brands. Research from Dentsu found that gaming captures less than 5% of global media investment, ranking significantly behind other platforms such as streaming platforms, music, social media and traditional tv.
This gap in the market is believed to be predominantly driven by a generational gap in marketing decision makers, which has spurred a lack of understanding of gaming and its space as an new marketing platform.
To address this, SPORTFIVE recently hosted a workshop with non-endemic brands who have been successful in the space, including Unilever, EE, Nescafé and Mozilla to understand what lies behind a prosperous gaming strategy. Below we explore our key findings.
Authenticity Above All
Gaming is not one single entity with an all encompassing culture. It’s an umbrella term that incorporates a series of sectors, such as mobile, console, VR as well as further sub strands that sit within these sectors, e.g. adventure, action, sport.
Whilst on the surface it may seem effective to group these and create one broad ‘gaming strategy’ that targets all gamers, the brands who have delivered in this space, have understood that gaming is a mix of different communities, passions and people.
Just as music fans differ between rock, rap, or classical, gamers vary wildly in interest and identity. A Candy Crush player is likely to differ greatly from a Counter-Strike fan. Even within one game, audiences vary across background, lifestyle, and motivation.
With this in mind, marketeers and brands need to think outside of the parameters of “targeting gamers” and instead focus on sectors and strands who they can authentically resonate with. The key is to align with shared values and culture, not to force-fit a brand into a community.
Here brands such as Dove, who have a history of centering their marketing campaigns around self-esteem and body confidence, have found authentic ways to connect with their audience.
Through their ‘Real Virtual Beauty’ campaign, Dove sought to tackle the often stereotypical and heavily sexualised representation of female characters in video games, and increase representation and diversity for women and girls in gaming - a clear example of authentic messaging.
Understanding the Community Codes
A key tool for brands to create genuine authenticity lies in collaborating with gaming experts, creators and community leaders. These voices help brands cultivate genuine insight for gaming and guide both strategy and creative narrative, therein ensuring authentic outputs.
As well as guiding strategy, experts and creators can be useful allies for brands when it comes to finding the right tone of voice, with many businesses partnering with community leaders, particularly in the early stages of their gaming journey, to share messaging.
Here, alignment and understanding is once again important. Brands who have succeeded in the space have found partnerships that align with a wider marketing strategy and can be integrated into pre-existing channels, or used to kickstart a new channel.
Lacoste's clothing range partnership with Minecraft and Elf Cosmetic's Roblox world game are both examples of how brands have integrated a gaming partnership into their main channels whilst staying true to their brand. Through these partnerships, they have authentically connected the gaming community to the brands' longstanding values, instead of isolating gamers through for example creating a gaming-specific channel.
Whatever route brands decide to go down, one of the biggest lessons brands who have been there and done it take away from the experience is to respect the existing cultures rather than trying to dominate or change them.
By starting small with test-and-learn activations (e.g., creator campaigns, event partnerships), brands can eventually scale into virtual worlds or publisher integrations over time.
Creative & Purpose First, Assets Second
The above two points are centred around businesses building an understanding, first of gaming and its unique cultures, and second of how their brand fits into these communities.
Once a brand has started on this road of understanding and its DNA is aligned with the right audience, the next step is defining the creative purpose.
The brands that are winning in this space are asking themselves “What message do we want our audience to take home?”. Here, some will want to champion creativity and expression, others to educate and some to rebuild brand love through cultural fun.
Once this purpose and ‘north-star’ has been determined, most brands work with an external agency to match the brand DNA and campaign purpose with the right gaming environments and find smart, authentic ways to extend hero campaigns into games, creators, and virtual worlds.
Taking the time to do this groundwork effectively and authentically, provides marketing teams with the parameters and licence they need to do what they do best; create and engage.
Gaming: The Next Level of Activation
For one third of the world’s population, video games are a space to play, to socialise, to spend time. In fact, it is the fastest growing time spending activity in the world, ahead of audio, video and social media platforms.
Gaming is an evolution of these platforms, the natural next step for consumers who are becoming increasingly wary of overpopulated and inauthentic content and messaging on more traditional channels.
Video games offer brands a unique, authentic and less-contested opportunity to engage with the consumers of the present, and the future.
And brands are already winning in this space. The innovators stage has long been and gone and early adopter brands have reaped the rewards from investing early. These brands have built slowly and with respect for gaming’s distinctive culture, ensuring to integrate gaming into their wider marketing mix, instead of seeing it as a standalone test.
This is a key moment for brands wanting to capitalise on this opportunity. Gaming is no longer an entertainment platform for the future, it’s the space to engage with the consumers of today and tomorrow.
At SPORTFIVE, we help brands navigate the gaming ecosystem through cultivating an understanding for the gaming communities and building meaningful, lasting connections that pave the way for a whole new generation of customers.
If you want to find out more about building your brand in gaming, reach out to [email protected] to be put in touch with our team of experts.
Identifying appropriate sponsorships in the sports industry involves a strategic approach which considers your brand's goals and the dynamics of the sports landscape:
Define Objectives: Clearly articulate your marketing objectives, whether it's brand awareness, audience engagement, or community outreach.
Audience Alignment: Identify sports properties that resonate with your target audience, ensuring relevance and engagement.
Brand Values: Seek sponsorships that align with your brand's values and image, creating authentic connections with the sports entity.
Research Opportunities: Explore various sports teams, events, or athletes to find opportunities that match your criteria. Look for entities with a strong and positive presence.
Evaluate Reach: Assess the reach and visibility of potential sponsorships, considering factors like broadcast exposure, social media following, and event attendance.
Budget Considerations: Ensure that the sponsorship aligns with your budget while providing significant value in terms of visibility and audience engagement.
By considering these factors, you can identify sports sponsorships that align with your brand's goals, resonate with your target audience, and contribute to a successful partnership within the sports industry.
SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.
SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.
The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space.
SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
SPORTFIVE works for a diverse range of brands, from global consumer brands to niche players looking to enter the sports market. The clients come from a variety of industries, including automotive, consumer goods, tech, and more. No matter your size or industry, SPORTFIVE can tailor a sponsorship solution to meet your specific needs.
SPORTFIVE implements a creative and results-oriented approach to sponsorship activation, focusing on delivering meaningful experiences that connect brands with their audience. By leveraging digital platforms, live events, and fan engagement tactics, the agency ensures that sponsorships go beyond visibility to deliver true value and engagement.
SPORTFIVE offers a comprehensive range of services that go beyond standard sponsorship deals. The agency provides full sponsorship consulting, activation, and sales, ensuring that brands receive strategic, tailored advice at every stage of the sponsorship process. The global presence and data-driven approach makes SPORTFIVE the preferred partner for brands looking to make impactful investments in sports.
Learn more about the service offering here
If you are interested in a career at SPORTFIVE and help brands to grow through sport sponsorship and marketing, simply check out the careers page. The SPORTFIVE team will be happy to discuss opportunities that match your experience and vision.
Roblox is an app that lets users play and create games, as well as chat with others online. It combines elements of gaming, social media, and social commerce. Marketed as the "ultimate virtual universe," Roblox offers experiences where users can socialize, build their own spaces, and earn or spend virtual currency.
Utilizing Roblox as a brand involves leveraging its vast and engaged user base to create immersive and interactive experiences that resonate with your target audience. Given the vast opportunities it is suggested to engage with expert agencies to help create your marketing campaign within Roblox. Here are our eight steps and strategies for effectively incorporating Roblox into your brand strategy:
1. Understand the Platform
User Demographics: Know who uses Roblox, focusing on age groups, interests, and behaviors.
Platform Mechanics: Familiarize yourself with how games and interactions work on Roblox, including the currency system (Robux) and the development tools available.
2. Develop Branded Experiences
Create Custom Games: Design engaging games that reflect your brand’s identity and values. Ensure they are fun, interactive, and provide value to users.
Virtual Worlds: Build branded virtual spaces where users can explore, interact, and socialize. These spaces can mimic real-life stores, events, or fantasy environments related to your brand.
3. Collaborate with Influencers
Partner with Roblox Influencers: Collaborate with popular Roblox content creators to promote your branded experiences. Influencers can help drive traffic and engagement through their established followings.
4. Host Events and Contests
In-Game Events: Organize special events, challenges, or contests within your Roblox game or space. Offer rewards, such as virtual merchandise or Robux, to attract participants.
Real-World Integration: Combine real-world events with virtual ones, allowing users to experience your brand in multiple dimensions.
5. Leverage Virtual Merchandise
Branded Items: Design and sell virtual items (clothing, accessories, etc.) that users can purchase and use within Roblox. These items should be appealing and relevant to your brand.
Limited Editions: Offer exclusive, limited-time items to create urgency and increase demand.
6. Engage Through Social Features
Interactive Features: Utilize Roblox’s chat and social features to interact with users. Host Q&A sessions, provide customer support, and engage in direct communication.
Community Building: Foster a community around your branded experiences by encouraging user-generated content and providing platforms for users to share their experiences.
7. Analyze and Optimize
Track Performance: Use analytics to monitor user engagement, game performance, and virtual merchandise sales.
User Feedback: Gather feedback from users to understand what works and what doesn’t. Make iterative improvements to enhance the user experience.
8. Cross-Promote
Multi-Channel Marketing: Promote your Roblox experiences across your other marketing channels (social media, email newsletters, websites).
Brand Integration: Ensure consistency in branding across Roblox and other platforms to reinforce brand recognition and loyalty.
There is no one right or best way. For every brand and every campaign, different approaches are necessary and helpful to achieve the best results. It is best to rely on the expertise and individual advice of experts in this field.
In immersive gaming, brands are received much more intensively and authentically. On Roblox, players spend up to 30 times more time in a branded experience compared to a social media advertising post.
