Gaming and marketing: a growing loving relationship

Date: July 8, 2021

Gaming and marketing
Gaming: Fortnite Switch

Video games are everywhere. In the APP of your favourite clothing shop, which allows you to try on clothes with AR, in schools, in companies and in satisfaction surveys.

Gaming is growing exponentially every year and occupies a large part of today’s popular culture on social networks. The gamer community also reaches a hard-to-reach target audience, young men belonging to generation Z and millennials.

Today, gamification is extrapolated to virtually every aspect of life and now, those aspects of life are turning gaming into another form of marketing.

Gaming & Fashion

Major luxury clothing brands have jumped into the arms of entertainment technology to present their collections and exclusive collaborations in games with a strong presence on different platforms.

Gucci presented its collection in the Sims4, Animal Crossing triumphed and Tommy Hilfiger decided to present an exclusive winter collection by creating its own island for people to visit, Balenciaga created its Fortnite skin and Burberry, taking advantage of the popularity of the Chinese game Honor Of Kings, carried out a virtual catwalk with the game’s characters as protagonists.

Moreover, eSports are replacing classic sports in terms of popularity, with professional teams having partnerships with brands such as Armani, Adidas, Fila, etc.

The new influencers:  streamers and gamers

If we continue to focus on the fashion industry we find Willyrex’s collaborations in Spain with the Springfield brand, launching his own clothing collection. On an international level, the collection of Ninja, the most popular American streamer on an international level, with Adidas stands out without a doubt.

In addition, professional LoL player Rekkles, a member of the G2 team, one of the most popular gamers today, has been chosen by Polo Ralph Lauren as one of the faces to advertise its Wimbledon line.

The home of Ibai, the Spanish streamer with one of the most remarkable careers today, collaborates with so many brands that it’s almost impossible to keep up. Endesa, Dominos, Colacao, Grefusa, are just some of the big companies that have decided to support the group of streamers.

Fortnite everywhere you look around

The Fortnite phenomenon is related to absolutely all kinds of brands and collaborations.

One of the most outstanding actions carried out during 2020 have been the concerts of international stars such as Marshmello, JBalvin or Travis Scott, which broke records, achieving 27 million viewers.

In addition, another of Fortnite’s advantages are the exclusive skins, which allow users to customise their character. Many brands, especially those in the entertainment industry, have found an advantage in this, creating their own popular skins for users.

Football teams, Marvel, Star Wars, DC Comics, TheGrefg, Ninja, Mashmello, are just some of the brands (and characters) that have their own skin or collection of skins within Fortnite, highlighting the popularity of the video game internationally and the importance of positioning themselves in front of it.

Experts in digital marketing

At Samy we are experts in digital marketing and we can help your brand to position itself in different ways within the gaming industry. From our agency Share, we have launched a whitepaper on the growing importance of the industry.

In addition, SamyRoad, as experts in influencer marketing, can help you find the perfect campaign with industry-focused profiles.

If you want to know more or are curious to see what we can do for you, don’t hesitate to contact us.

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