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Improve your brand positioning through gaming marketing

10 Jun 2024. 09:56
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  • SME maturity
    1. Marketing digital y redes sociales
    Scope to digitize
    1. Digital strategy

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The video games industry is booming. Thanks to the digital transformation and the rapid growth of this market, there is a growing offer for a loyal and participative public in this sector.

Therefore, in this post we explain what gaming marketing is and how it can help you to promote your business.

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Gaming marketing

The video games sector is an ever-growing field. In fact, according to a study, 31% of the world's population regularly uses video games on their computers, consoles and mobile devices.

In Spain, the growth of this sector has been of such magnitude that it has managed to position itself as the fifth largest video game market in Europe. A report by GfK DAM reveals that more than 14 million Spanish people consume content related to video games, devoting around 7 hours a day to them.

This data demonstrates the interest in the video games sector, making it an effective channel for attracting a wide audience on any device, to people of any age and egalitarian, as there are no significant differences between male and female gamers.


Gaming marketing, the perfect showcase

But how can a company take advantage of this momentum? Gaming marketing is the solution.

Gaming marketing is a method that consists of promoting oneself through actions related to video games. It is based on taking advantage of the growth of this market and the boost of the ‘gamer culture’, especially in online games. This new strategy allows SMEs and freelancers to connect with customers in an interactive and more dynamic way.

There are numerous options that small and medium-sized companies can take advantage of to promote their businesses and products in this market, such as advertising in video games, collaborations with streamers or participation in and promotion of tournaments.


The rise of free-to-play games has led developers to turn to third-party advertising as their main source of funding.


Its key benefits

As a sector in constant evolution, gaming marketing generates a wide ecosystem for the creation and development of ideas. By applying these new techniques, you can obtain the following advantages:

  1. Brand awareness and differentiation: thanks to this new approach, SMEs and freelancers can stand out from their competition, reaching receptive audiences.

  2. Interaction: by offering advertising in an interactive way, they can improve their users' experience by involving them with the brand. These formats break away from traditional advertising strategies.

  3. Loyalty and engagement: the gamer community is highly engaged and passionate. Because of this, you will be able to build strong and lasting relationships with your audience.

  4. Specific segmentation: video games are widely differentiated by, among others, themes, genres or consoles. In this way, you will be able to establish a precise differentiation of the target audience, focusing your efforts and resources.

Now that you know some of its advantages, are you ready to go to the next level? We tell you how you can start applying this strategy in your SME!


Take note of these tips!

Now that you know what gaming marketing is and the benefits it can bring to your business, it's time for you to discover some of the actions you can take.

But, before you start, you should bear in mind that the first step is to segment your audience and get to know them to find out what their preferences are. This way, you will be able to generate attractive content for them.

In addition, gaming marketing gives you a wide range of promotional options. Here we tell you about them!

  1. Carry out promotions in third-party games: thanks to the collaboration with developers, you can integrate your brand or products into their games. You can do this through direct advertising or through actions such as product placement, which consists of adding a product, brand or message within the development of the videogame.


  1. Promote games or events: another way to get involved and make yourself known within the gaming community is by participating, promoting or even organising tournaments. You can opt for small local events, online or organised by institutions such as universities.


  1. Collaborate with gamers and streamers: in this way, you will reach both active gamers and spectators, increasing your brand visibility. To do this, you will have to identify the content creators most suited to your target audience.


  1. Create your own games: if you dare, you can create your own mini-games to promote your SME! Through gamification, you will attract the attention of your audience, differentiate yourself and create a loyalty system.


As you have seen, gaming marketing offers great advantages when it comes to positioning yourself as a brand in highly defined market sectors. Moreover, you can do it in different ways, either by collaborating with third parties or by generating your own interactive content. Start exploring the existing actions and differentiate yourself from your competitors.

If you liked this post and you want to know other ways to promote your SME, visit our digital marketing and social media section where you can find the strategy that best suits your needs. We are waiting for you!

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