5 key marketing takeaways from the Online Gaming Industry

Authored by Aashish Bhatnagar, Global Marketing Director, Now.gg.

The gaming industry is a global entertainment powerhouse, renowned for its widespread popularity and remarkable growth. It encompasses a diverse range of video games played on various platforms, including PCs, consoles, mobile devices, and online platforms. With millions of players worldwide, it has transcended traditional boundaries, becoming a cultural phenomenon that touches all age groups and demographics.

This industry's immense popularity is driven by fascinating storytelling, cutting-edge graphics, competitive multiplayer experiences, and the ever-evolving nature of gaming technology. In recent years, it has also grown into a lucrative sector for e-sports, live streaming, and game-related content creation. The gaming industry has established itself as a major player in the entertainment landscape, commanding a massive and dedicated fan base that continues to expand and evolve, hence now is the time to market the right game to the right user.

Developing the right marketing channels for gaming is a pivotal and an ongoing effort in the industry. It involves the strategic selection and cultivation of various platforms and avenues through which game developers and publishers can reach their target audience. These channels serve as the vital links that connect games with gamers, helping to create awareness, generate interest, and drive engagement. Crafting an effective marketing channel strategy takes time and continuous effort, as it requires understanding player behaviour, staying up to date with emerging platforms and trends, and adapting to the dynamic nature of the gaming market. By investing in the development of the right marketing channels, gaming companies can better position their games for success in this competitive and ever-evolving industry.

Let’s delve into the 5 key takeaways for marketing in the Online Gaming Industry

Try before buying - Best way to sell a game is to make the users try it. This practice of providing players with a way to experience a portion of a game or its features before making a purchase. Offering a trial or demo version of a game allows players to gauge whether they enjoy the gameplay, graphics, and overall experience. This can instil confidence in potential buyers. Using playable games can help acquire users for new games. With cloud gaming platforms like now.gg, gamers can try the game online, before installing it.
Know the game - Know the game and game characters as your audience does. It is a critical aspect of effective marketing in the online gaming industry. Understanding the game and its characters from the perspective of your audience can help you create content and marketing strategies that resonate with players. Your communication would be more relevant to your gamer. For example, knowing the game friday night funkin and boyfriend character got a cloud gaming platform 1.9Mn organic views. This learning can be used to create engaging content such as character spotlights, mythos explanations, and fan theories that resonate with players who are emotionally invested in the game world.
Community is king - Biggest promotional channel for online games are your own gamers. Word of mouth has most impact in game discovery, especially for multiplayer games of any genre. Invest in building community. A dedicated gaming community can drive player engagement and loyalty. When players feel like they are part of a community, they are more likely to stick with a game over the long term. They become advocates for your game and can help with word-of-mouth marketing.Communities often produce user-generated content, such as fan art, videos, and mods. This content not only promotes the game but also extends its lifespan. It can go viral, attracting new players to the game.
Do more than just gaming - As per newzoo report 53% of gen z gamers like to spend time in engaging with game content apart from gaming. It's not surprising that a significant portion of Gen Z gamers enjoy engaging with game-related content beyond playing the games themselves. This trend reflects the changing landscape of the gaming industry and how it's evolving to include a broader range of entertainment and social experiences.Gen Z gamers often see gaming as a social experience. Engaging with game content, such as fan art and live streams are getting more popular, allows them to connect with like-minded individuals who share their passion for a particular game. This helps build and strengthen gaming communities.
Seasonality of games - Seasonal trends may vary by region and culture. Gaming marketers can tailor their strategies to align with local holidays and customs, ensuring that their promotions are culturally relevant and appealing. Gaming preferences change basis seasonality. Keeping the game relevant to your audience is important. E.g.,Halloween is a huge event for US gamers who tend to play horror games during this time, whereas for Indian audience Diwali, around same time, means playing online card games.

The online gaming industry is fast-paced and constantly evolving. Staying adaptable and keeping up with the latest gaming trends and technologies is essential for successful marketing. Additionally, providing a positive player experience is paramount to building a dedicated and loyal player base.