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New data from Newzoo suggest that gamers across platforms show more positive attitudes towards brands than non-gamers – potentially an opportunity for brands to engage with gamers, although the report does stress that strategies must reflect the nuances of gamers’ behaviour, preferences, and demographics to be effective.
Of the 13 brands surveyed – ranging from sports brands, luxury fashion, the automotive industry, and beverages – every brand was viewed more positively by gamers than non-gamers.
While in some cases the discrepancy was small – for example, 32 per cent of gamers surveyed had a positive view of Budweiser, compared to 31 per cent of non-gamers – in others, the difference was considerable.
Both energy drink brands surveyed – Red Bull and Monster – were viewed positively by over 20 per cent more gamers compared with non-gamers, suggesting a better return of investment for in-game branding opportunities for these companies.
Apex advertising
In a case study comparing Apex Legends and Fortnite, the report examines the differing demographics and impact on brand positivity.
The study finds that 70 per cent of Apex Legends players surveyed identified as male, compared to 29 per cent female and one per cent non-binary or other. 47 per cent of players surveyed are in the 21-35 age group, with 33 per cent being aged 10-20.
In contrast, Fortnite’s audience skewed 63 per cent male and 37 per cent female, with 39 per cent in the 10-20 age group and 38 per cent in the 21-35 group.
Although 54 per cent of players for each game consumed soft drinks while playing, alcohol consumption was 34 per cent among Apex Legends players – five per cent more than among Fortnite players, at 29 per cent. This suggests that branding opportunities for alcoholic drinks could lead to a higher return of investment in Apex Legends than Fortnite.
The study also breaks down the groups based on which subsection of gamer they fall into, such as ultimate gamers, community gamers, or mainstream gamers. By honing in on these demographics, brands can produce more relevant messaging to the audience and attract new consumers through the use of in-game advertising and cross-promotion.
While cross-media partnerships are an enduring reality in the mobile games sector, there is undoubtedly a greater degree of awareness from non-gaming entities to engage, including the TV show Queer Eye's first in-game promotion, Spotify's permanent presence in Roblox, and even Space Ape Games' pre-release exclusive of the Black Eyed Peas, Shakira, and David Guetta's new single prior to its release.
FAQs
Branding in the gaming industry goes beyond logos and designs; in many different forms, it is about growing an identity story that resonates with the target audience and marketplace.
What is positive about playing video games? ›
However, the benefits of videogames include improved powers of concentration, creativity, memory, languages and teamwork. Videogames can make it easier to learn educational contents and develop cognitive skills.
How do video games affect people in a positive way? ›
Video games can improve mental skills, such as: Problem solving and logic. Hand-eye coordination, spatial skills and fine motor coordination. Logistics, resource management and planning.
Do you think computer games have a positive impact on the life of gamer? ›
For years video games have been criticised for making people more antisocial, overweight or depressed. But now researchers are finding that games can actually change us for the better and improve both our body and mind. Games can help to develop physical skills.
Why is branding so important? ›
A brand extends beyond a company's product or service. Branding gives your business an identity. It gives consumers something to relate to and connect with beyond the product or service they're actually purchasing.
What are the positive statistics of gaming? ›
In all 12 countries, 71% of respondents said playing video games helps them feel less stressed. In the U.S., 78% of respondents said the same, pointing out that video games also help them feel less anxious (68%) and less isolated/lonely by connecting them to others (53%).
What are the positive effects of online games to students? ›
Releases stress
Study shows that playing online games for at least an hour or two helps release stress and award positive vibes as your concentration switches reality to the game and benefits your mental health.
What are the pros and cons of video games? ›
Video games can be used to help improve test scores, teach life and job skills, improve brain function, and encourage physical exercise. Because video game addiction can negatively impact social and physical health, parents should be aware of the symptoms.
Why games are important in our life? ›
Research has shown that games are essential for healthy development in early childhood and beyond. Play lets children practise what they know, and also what they don't. It allows them to experiment through trial and error, find solutions to problems, work out the best strategies, and build new confidence and skills.
What are the positive and negative effects of games? ›
On the positive side, gaming can help to develop problem-solving skills and can even help to improve mental agility. On the other hand, excessive gaming can lead to a lack of concentration, poor decision-making skills, and even a decrease in motivation.
Far beyond their initial purpose of entertainment, video games have catalyzed innovation, transformed cultural norms, and influenced various aspects of society. From technological advancements to community building and even education, video games have left an indelible mark on the world we live in today.
How can video games positively influence a child? ›
The three studies found that games can support children's senses of autonomy, competence, creativity, and identity, as well as help them regulate emotions and build relationships.
How video games affect daily life? ›
It's easy to play “just one more game,” which results in “just one less hour of sleep.” Excessive gaming can lead to poor sleep hygiene and other adverse physical health effects. Sleep deprivation also leads to impaired memory and relationship stress, significantly diminishing your overall quality of life.
Are video games beneficial or harmful? ›
It's true that some studies have shown certain video games can improve hand–eye coordination, problem-solving skills, and the mind's ability to process information. But too much video game playing may cause problems. It's hard to get enough active play and exercise if you're always inside playing video games.
Why is marketing important in gaming? ›
In this challenging environment, video game marketers play an essential role in driving the industry's success. Their ability to craft compelling campaigns, analyze data to understand player behavior, and adapt to changing trends is crucial for the survival and growth of game studios.
Why is branding important in sports and entertainment? ›
They help the company to build a reputation in the market and to develop and retain a loyal clientele, by instilling consumer confidence and trust in the goods and services it provides. The goodwill associated with a successful trademark or brand can be a huge commercial asset.
What is the main purpose of branding? ›
The 3 main goals of branding for a business are to influence people's associations and feelings about the brand, to create a distinct identity, and to build loyalty over time.
Why is athlete branding important? ›
A sound branding strategy can help establish credibility with your audience, promote positive interactions with fans, attract potential sponsors, and open doors to career opportunities beyond your athletic career. It's also important to note that athlete branding and advertising are mutually reinforcing.
