We know that marketing crosses us in all aspects of life, and one of them, which is what we are interested in talking about today, is in the world of video games.

If you are reading this, you surely remember the beginnings of the pandemic, back in 2020, where the health situation in the world demanded that we stay in our homes, without being able to go to our usual places of socialization. It was at that moment where videos burst with greater force into the lives of each of us as a new space to interact with our friends and even with people from the other side of the world.

With this little intro, we are in a position to begin fully with what interests us: 

What is social gaming marketing?

As its name indicates, it is a method that consists of applying mechanisms typical of video games in marketing. Also called “gamification”, this strategy allows companies to interact with their audience in a closer and more fun way. As a result of this interaction, brands are able to expand their database and obtain much more information from their clients and potential clients.

The main advantage of SGM lies in the possibility of approaching the audience in an attractive, original and less invasive way. It is literally like an alternative “type” of advertising, where the user enjoys your presence instead of being disgusted by the appearance of an invasive promotion.

Now you are probably wondering:

How is it applied?

There are 4 ways to apply the SGM in your company:

1. Creating exclusive company apps with our own video game.
2. By inserting advertising directly into the game, placing it as an element within it. An example of this was McDonald's having a farm within the Facebook game FarmVille.
3. Selling items and/or services important for the development of the game.
4. Integrating games into the web. This option has many advantages for the brand, mainly positioning and interaction.

But what are its benefits?

• INCREASES ENGAGEMENT: User interaction with the brand is the most important mission that companies have within the digital world. Through social gaming, this interaction is much stronger thanks to the dynamism in communication (company-user) and the possibility of personalizing the user experience.
• YOU HAVE MORE CHANCES TO GENERATE BUSINESS OPPORTUNITIES: mainly because the public that “plays” is very diverse and heterogeneous. Video games are no longer simply aimed at children and adolescents, but are consumed by people all over the world and of all ages.
• INCREASE VISIT TIME: If you have a website with an integrated game, when a user connects, they will stay for much longer. Because? Simple. You will be very busy trying to achieve the objectives and goals that the game imposes on you. This will significantly improve web positioning.
• GIVES YOU A DATABASE: This is probably the most important function of social gaming marketing. To play, web users must provide some of their personal information, such as email, telephone number and perhaps their age. This allows the companies that implement it to obtain information about that “gamer” audience and then use it in various marketing strategies.

The digital world transforms all the time, almost in the blink of an eye, giving rise to very interesting alternatives that help brands gain visibility and connect with new growth opportunities. At their side, audiences adapt to these sudden transformations, giving rise to other needs and demands that we as companies must meet.

And what did you think of this info? Did you know Social Gaming Marketing? Have you ever applied it?

If you would like to include video games in your next marketing strategy, contact us😉

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