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dentsu's 'Fame for the Game' report: The place of brands in the gaming economy

This report focuses on how brands could be a part of the gaming culture. 

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Mumbai: Brands can gain a lot of value from their participation in the gaming economy. dentsu Gaming has published its ‘For the Game’ report in association with AnimationXpress.com which surveys how brands play a vital role in the gaming culture.

This report discovers how brands can position themselves in the gaming culture, be accepted by gamers, and resonate with them. Gamers evaluate brands not only based on their products and marketing but also on their involvement in the gaming experience and community.

According to CCSxGWI data, people can have conflicting feelings about brands' presence in gaming. On one hand, 32 per cent of respondents believe it is acceptable for brands unrelated to esports to sponsor teams or events. In contrast, intrusive pop-ups and ads are a major source of annoyance for 27 per cent of users.

Responding to gamers' motivations and frustrations is one of the most effective ways to add value to the gaming experience or community.

With 61 per cent of respondents believing that women should be encouraged to play games, brands can sponsor female streamers to promote a more diverse and inclusive space.

When a game becomes too expensive to progress, 28 per cent of respondents are frustrated, and 23 per cent are frustrated when game interest declines.

With the meteoric rise of streaming, gaming has moved beyond the realm of individual play to engage audiences. It has evolved into a primary channel for vibrant fandoms, a culture-shaper, and a source of limitless opportunities for marketers.

Media is a powerful vector for brands looking to connect with gaming audiences and better align with gaming culture.

Brands can actively shape gaming culture by designing or co-designing immersive experiences that leverage innovative technology, their intellectual property, and the intellectual property of renowned gaming third parties.

The report suggests that brands must genuinely understand gamers, starting with their motivations. Rather than rushing in, a brand should take incremental steps to build a durable and credible presence for the community, bringing value through experiences both within and outside games. Successful brands are the ones that learn from and evolve with this always-changing world.

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