Brands in gaming and epsorts should avoid interruptive marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 03, 2019, 7:47 AM UTC

Innovations in live-stream platforms make it necessary for marketers to have flexibility and curiosity.

This article states that marketers must understand the gaming industry’s unique culture, community and sub-communities. They must then define their brand’s point of entry and differentiation to achieve objectives like driving perception change or creating rewarding experiences for gamers. First, the author recommends marketers to recognise the distinction between “gaming” and “esports.”

Given the multiple gaming platforms, genres and communities, marketers should align their efforts across the spectrum. They must be up-to-date with the trends shaping the industry’s evolution by listening to gamers online and at events.

Further, they should find ways to be a part of gamers’ experience without being interruptive, through interactive storylines on OTTs. Businesses should craft lesser exclusive marketing activation and focus on more inclusive experience that can be enjoyed by all.

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[5 minute read]