Marketing In The Gaming Industry

Author : Ashita Bagdi

The video game industry is everyone’s favorite and video game marketing is a tricky business. Building interest and curiosity in a new game is as difficult as launching a new business. It’s intriguing how the gaming industry uses different marketing strategies!

Riot Games, a subsidiary of Tencent known for its ‘League of Legends’, has launched its new game called, ‘Valorant’. When the whole world was at a standstill, Riot made sure to utilize it wisely by perfectly launching the “closed beta” version of the game on 7th April 2020. This gave all the gamers an opportunity to finally try a new game and enjoy what they love doing the most, gaming!

It’s a known fact that many streamers, stream their game online and have a huge influence on others and now, Valorant got added to the list! After all, we all know the power of influencers.

Moreover, “loot drops” on Twitch.tv, a popular streaming site, was a brilliant move by Valorant. Let me explain, the loot drops were given to people who were watching other streamers stream Valorant! Of course, it was at random and not everyone received it but in no time, Valorant became the “most popular game on Twitch” eventually creating curiosity right before the launch in June 2020.

Fulfilling, the most important component of marketing, i.e leaving the end-user curious by creating hype.

While the Call of Duty fans are eagerly waiting for the launch of Call of Duty: Black Ops Cold War in November 2020, Activision, the parent company of CoD has partnered with PepsiCo for promotion. The deal with PepsiCo’s Mountain Dew, Mountain Dew Game Fuel, and Doritos will give players access to bonus in-game rewards and prizes by entering codes from these products.

Hence, the way the gaming industry is booming, its creativity with marketing strategies is also booming!

Reference

https://www.bizjournals.com/newyork/news/2020/10/15/activision-pepsico-partner-on-ad-campaign.html