Strategies for Achieving Successful Gaming Promotion, as Discussed with Christopher Erb from Tripleclix
Playing the Game: Brands Cracking the Code of Esports Marketing
The gaming world has burst onto the cultural scene since the early days of Atari, with esports competitions and studios churning out video game-inspired films and shows. But for traditional brands eager to jump in, it's not as simple as slapping a logo on a console controller.
Christopher Erb, now the founder of strategic gaming agency tripleclix, learned this firsthand during his marketing tenure at GameWorks, Wizards of the Coast, EA Sports, and Hollywood studio Legendary Entertainment. Recalling his efforts to promote Pacific Rim, Erb deadpans, "You can't just go buy media in the gaming space and be like, 'Coke's delicious.'"
So how do traditional brands tackle this modern playfield? Here's a lowdown on their winning strategies:
Savvy Moves in the Esports Arena
- Authentic Engagement and Community Building: Brands like Nike have learned the hard way that genuine engagement is king in the esports world. Instead of plastering logos everywhere, they're working to understand and connect with gamers by producing relatable content and sponsoring events that excite the gaming community[1][3].
- Event Sponsorships and Promotions: By sponsoring esports events and leagues or creating branded merchandise, traditional brands are grabbing the attention of a highly invested audience. This strategy boosts brand awareness and loyalty among the younger demographic[3].
- Digital Advertising and Influencer Partnerships: Platforms like Twitch and YouTube provide essential ground for digital advertising, while partnerships with gaming influencers help brands tap into their devoted fan bases[3].
- In-Game Advertising and Custom Content: Integrating brands into games through virtual ads or custom content creates immersive brand experiences that boost engagement[3].
- Shifting Mindset: From Tactical to Core Marketing: Brands have evolved from viewing esports as a one-off initiative to integrating it as a significant part of their long-term marketing strategies[2].
- Exclusive Content and Behind-the-Scenes Experiences: Creating exclusive content or showcasing behind-the-scenes insights provides an engaging experience for fans, helping build brand goodwill[4].
By embracing these strategies, traditional brands have graduated from skeptical test-drivers to committed investors in the rapidly growing esports market[2]. Now that's high-score material!
- Unknowingly, Christopher Erb, who worked at GameWorks, Wizards of the Coast, EA Sports, and Legendary Entertainment, learned the importance of authentic engagement when he attempted to promote a movie using traditional branding methods in the esports world.
- Esports competitions and studios, similar to Hollywood's movies-and-tv industry, have attracted the attention of traditional brands, such as Nike, who are now focusing on engaging with the gaming community by producing relatable content and sponsoring events.
- To grab the attention of esports fans, traditional brands are not only sponsoring esports events and leagues but also creating branded merchandise, with the aim of increasing brand awareness and loyalty among the younger demographic.
- As brands delve deeper into the esports arena, they are adopting winning strategies like digital advertising, influencer partnerships, in-game advertising, and custom content to create immersive brand experiences that boost engagement.
