Marketing in gaming: How businesses are staying ahead of the curve

The global gaming industry is booming across various sectors, continuing a lucrative trend which is showing no signs of slowing down.

Mobile gaming has exploded, while cutting-edge elements such as virtual reality (VR) and eSports are rapidly gaining traction worldwide.

Getting a handle on the true valuation of the industry is a near-impossible task given the different elements which contribute to the sector.

However, analysts believe it is worth around double of the film and music industry combined, highlighting just how far it was progressed during the 21st century.

Once dismissed a passing fad exclusively enjoyed by teenagers, gaming is now a mainstream entertainment activity for billions of people worldwide.

With that in mind, read on as we assess how gaming businesses are staying ahead of the curve with their innovative marketing strategies.

Rewards systems

Companies in the gaming industry have expertly leveraged the concept of offering rewards to attract new customers and retain existing players on their websites.

The associated iGaming industry has used this innovative approach to become one of the most lucrative sectors on the planet.

For example, many players visiting online roulette tables for the first time engage with the platform after taking advantage of generous welcome bonuses when they make an initial deposit.

Rewards systems of this nature lay the foundations for loyalty. This element is often extended into ongoing promotions which reward players for staying loyal to a gaming site.

If a player feels their custom is valued, they are more likely to return to a site. Some operators who offer enticing sign-up bonuses are guilty of paying lip service to ongoing promotions.

The businesses which recognise the value of bonus offers for new and existing players are the ones which thrive in an increasingly competitive marketplace.

Social media

Although social media is a constantly evolving medium, it remains an essential online marking tool for gaming companies worldwide.

Leading platforms such as Facebook, X and Instagram offer the gaming industry easy access to a captive audience eager to lap up their latest offerings.

The ability to engage directly with gamers is a Godsend for an industry which relies heavily on the connection it builds with those individuals.

Different social media platforms appeal to different demographics, so companies must tailor their output accordingly to ensure they stay ahead of their rivals.

Content which works effectively on one social channel may not hit the spot on another, and gaming brands must be aware of this factor when marketing themselves.

Influencer marketing

There is undoubtedly a stigma attached to the term ‘influencer marketing’ which has been fuelled by ill-informed individuals passing themselves off as ‘experts’ on social channels.

However, influencers have always been part of the marketing process. In simple terms, familiar voices and personalities resonate with audiences.

The gaming industry has embraced the ethos of influencer marketing to great effect by capitalising on the popularity of people in other genres.

Music superstar Travis Scott was famously used to promote Fortnite in 2020 and his involvement with the game helped it become a global phenomenon.

Almost 28 million players from around the globe logged in to experience the virtual concert, while millions more watched live streams on Twitch and YouTube.

Those figures perfectly highlight the power influencers can exert if they are viewed to be ‘legitimate’ by the people who follow them.