Gamers don't just play to kill time; they live, talk, and breathe games.
If you interrupt this, you risk interrupting your valuable relationship with your captive audience. And with over 2.7 billion gamers worldwide, this is certainly an audience worth joining.
The gaming industry is no longer just a niche market. It is a thriving ecosystem that requires the attention of smart marketers.
So how can you truly engage this audience?
Join the game: In-game advertising is a great way to integrate your brand into your gaming experience, including product placement, sponsored content, and even interactive elements. But it has to happen seamlessly and be almost magically embedded in the world the player lives in.
A great example is Heinz's “Hidden Spots,” a campaign created to work within Call of Duty. Based on the insight that true gamers don't interrupt a fast-paced game to eat (because they risk “dying” in-game), Heinz collaborates with top gaming influencers to help them improve their gaming experience. We provided pre-packaged hamburgers to help people safely snack at home. Hidden safe areas were marked on the map where we could stop and eat.
The influencer continued to mark hidden spots for others, creating a ripple effect that led to +150 hidden spots in four different games, including PUBG, Counter Strike, and Fortnite. result? +4,800 minutes streamed, +220 million earned media impressions…and thousands of greasy joysticks!
Create engaging content. Gamers are a discerning audience that values authenticity and creativity. Brands need to create meaningful content that is interesting, valuable, and above all relevant to gamers' interests. This was the approach Heinz took when trying to engage a younger audience with the less talked about topic of soil degradation. We knew Gen Z was interested and wanted more information.
We partnered with esports experts Druid Gaming to create a unique island in Fortnite inspired by a tomato grower's farm. Dubbed “SOS Tomato,” the map is designed to shrink 33 percent faster than a “typical” Fortnite Battle Royale map, reflecting the rapid decline in healthy soil in the real world. It's shining a light. Players were challenged to overtake the map to ultimately save more soil. We translated this into real-world impact by working to protect more soil outside of the game.
Embrace culture and community with open arms. Gaming is a vibrant culture with a shared language, norms, and community. The situation surrounding games has changed dramatically. Gone are the days of the basement-dwelling stereotype. Today's gamers come from a variety of ages, genders, and backgrounds. They are doctors, lawyers, students and professionals, united by their passion.
This passion fosters a sense of community and makes them highly receptive to brands that understand and appreciate their world. To resonate with gamers, brands need to immerse themselves in this world and embrace what makes it unique (language, norms). It's not just about understanding gaming trends and staying up to date on the latest releases; it's about listening to the gaming community on social media, attending in-person events, and understanding what makes this world special. is.
At Heinz, we stay connected through close relationships with esports stars and gaming influencers. We truly partner with them and co-create meaningful content that fits their needs. their While delivering our brand to this deeply connected audience. By sponsoring major tournaments, listening to gamers, joining the conversation, and supporting initiatives that help build trust and credibility within the gaming community, brands can make a difference in this world. You can consider taking a step towards.
Approaching the gaming world with respect, authenticity, and a genuine desire to add value and relevance (and of course a little entertainment) creates an incredibly passionate, connected, and engaged audience. will help you release. Grow and evolve with your brand, far beyond the virtual realm.
Put on your virtual headset, pick up your controller, and get ready to take your marketing strategy to the next level.
by Passant El GannamKraftHeinz Marketing Director MEA
