Brands must create content relevant to customers and the gaming platform being used to achieve high engagement rates.
Companies are now relying on gaming elements to enhance brand effectiveness and awareness. With Gucci selling a virtual handbag at a higher price than retail, the element of social status is set to go beyond a one-off instance. Earlier this year, Publicis announced a marketing arm called “Publicis Play”. Havas and Dentsu followed suit with similar announcements.
Brands must also incorporate Metaverse capabilities to offer customers social and virtual experiences in gaming. For instance, the video game "Hotel Hideaway" organised virtual concerts in March and April this year, with more than 70,000 concert goers per event.
About 62% of adults in the UK and 92% of the population between 16 and 24 years of age played video games last year. Similarly, 81% of Gen Z play games on smartphones, gaming consoles, and computers weekly. Millennials (77%), Gen X (60%) and baby boomers (42%) followed gen Z.
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