Gaming x Experiential
Why Experiential Marketing Wins With Gamers
It may not feel like there’s much people agree on these days, but there’s one pastime that still unifies the nation: video games. Recent data shows 61% of the U.S. population– representing a diverse swath of the nation– plays video games for at least one hour each week.
And while there are many motivations to play, the data shows all revolve around the experience. Here’s what that means for your video game marketing strategy, and why experiential marketing is key to winning their loyalty.
The Great Connection
Call video games the great connector. Per the Entertainment Software Association, 74% of gamers are playing with others, both online and in-person. Further, 83% of parents who play video games also play with their kids. Gaming is bringing people together– here at home and around the world. But that’s not the only impact.
The aforementioned research also shows that the experience of gaming creates positive associations, not just because it forges community. Nearly 70% of the respondents in the study indicated they play video games to relax or have fun. Gaming just feels good.
That’s what makes experiential marketing so effective for video games. No other tool can replicate the rewarding nature of the gaming experience or deepen the connection and loyalty players feel to a title or franchise as well as experiential marketing. Experiential marketing quite literally brings games to life.
The Lived Experience
For this reason, advertisements can’t make the same connection. Nor is a traditional trade show booth likely to impress. Brand activations that live and breathe your game’s culture are the gold standard. Here are some ways to achieve that:
Live Events (But Make It Immersive)
We don’t mean a run-of-the-mill launch party. We’re talking about a full immersion, where guests become part of the game. For the return of Saints Row, Plaion’s action adventure series following a fictional street gang, we transformed a Las Vegas hotel into a playground fit for a faux criminal empire.
Modeled after the game’s fictional city, Santo Ileso, the multi-day event had all the characters and wild hijinks. Guests discovered surprises at every corner that brought them deeper into the world of Saint’s Row, including a tattoo shop, a saloon, mock poker, and even a real-life version of the game’s food truck, the Chalupacabra.
Po-Up (But With the Thrill of Discovery)
Speaking of the Chalupacabra, it was destined to ride again. The truck made three more appearances, including one at Comic Con to promote Saints Row.
Though it looked like your average food truck, a mysterious QR code on the side let people in on the secret and rewarded their curiosity with a free gift. Even if you weren’t already a fan of the game, the thrill of discovery brought you into the community. Simply giving away swag wouldn’t have had the same effect.
Demo Opportunities (But With a Twist)
Finally, let’s not forget what we’re all here for: the game itself. And while demos of a new title (especially advance access) are always a win, they also present an opportunity for unique lead-ins that deepen fan connection.
For the launch of NBA 2K19 which marked the franchise’s 20th anniversary, guests walked through a stunning infinity tunnel themed for cover star LeBron James. On the other side, a gameplay station with the latest release awaited them, in addition to a gallery of gaming with 16 of the last NBA 2K releases. For dedicated fans, it was a reminder of fond memories from titles past and the new ones to come.
Bonus: Put on a Show
One more parting thought: consider how you can play into the drama of the game. Like a good television show, video games hook us with the plot.
For the launch of PAYDAY3, we brought fans and media into their favorite characters’ life of crime by putting them in the middle of a faux bank heist.
For anyone who has ever wished they could have a walk-on role in their favorite drama, this was their moment. (And you’re not likely to forget a moment like that!)
