Gaming’s Growing Influence on Marketing
Despite the gaming industry’s vast popularity—boasting 3.6 billion global participants—it still receives only a small portion of advertising budgets. However, the tides may be changing. At this year’s Advertising Week New York, industry leaders gathered for the inaugural Gaming Summit to discuss how marketers can better tap into the gaming ecosystem.
Speakers from companies like PepsiCo, Microsoft, Twitch, Discord, and up-and-coming brands like Dave’s Hot Chicken offered valuable insights into leveraging gaming for brand growth. They explored everything from audience targeting and platform activation to measuring campaign performance effectively.
1. Avoid the Term “Gamer”
One key takeaway was the recommendation to retire the word “gamer.” According to Jonathan Stringfield, Vice President of Global Business Strategy at Microsoft Advertising, the term conjures a narrow and outdated stereotype—typically a young, white male playing on a console or PC.
“The minute that you hear the term ‘gamer,’ you have a very specific image in your mind. That is exactly what we’re trying to get away from right now,” said Stringfield. With 83% of players engaging via mobile devices and diverse age and gender demographics, marketers are urged to focus on behaviors rather than labels.
2. The Metaverse May Have Faded, but the Lessons Remain
Though the buzz around the metaverse has diminished, it played a crucial role in normalizing in-game advertising. The idea of connected digital spaces introduced marketers to the potential of gaming environments. While the term “metaverse” may have lost traction, the underlying strategies remain relevant.
“The label of the metaverse failed us,” said Stringfield. “What didn’t fail us was still thinking through the potentiality of these worlds, which existed before the metaverse conversation happened.”
3. Connected TV (CTV) as a Gateway
Reaching gamers—especially those on consoles—remains a challenge. Console gaming has seen a 5.5% year-over-year growth, but these audiences can feel out of reach. Enter Connected TV (CTV) advertising. Marketers can now place ads during game loading screens, much like they would with traditional CTV programming.
However, placement and timing are critical. Stephanie Hawkins, Director of Gaming at Wavemaker, warned, “Enhancing the experience is very important. Be careful where your ad shows up, because, if you interrupt a player in the middle of a kill streak, they will hate you for life.”
4. Embrace Social Engagement
Gaming today is deeply social. Platforms like Discord and Twitch facilitate real-time communication and community building. These platforms aren’t just places to play—they’re where Gen Z and others hang out, form communities, and share experiences.
Meena Mutha, Director of Gaming Advertising Solutions at Discord, noted that 90% of users visit the platform to game with friends. “They’re also coming to form communities and connections,” she said. This presents advertisers with an opportunity to engage with audiences outside of the gameplay itself by participating in conversations and enhancing community experiences.
5. Understand the Diversity of Gaming Audiences
Gaming is not a one-size-fits-all medium. The audience for a battle royale game is vastly different from that of a casual mobile game. For instance, mobile games have seen higher popularity among women, according to Hawkins.
“When brands are looking at the gaming space, it’s starting with the audience and understanding what audiences are going after and not thinking of gaming as a monolith,” Hawkins explained. Brands need to align their strategies with the specific demographics and preferences of different gaming communities to be effective.
6. Rethink Measurement Strategies
Traditional metrics don’t always apply to gaming. With fragmented attention spans and a lack of standardization, marketers are encouraged to define success on their own terms. What makes gaming unique is its high engagement—players are active participants, not passive viewers.
Srishti Handa, Senior Director of Marketing at Dave’s Hot Chicken, emphasized the importance of experimentation. “What’s really important is to consistently test, and you don’t have to go and put in $5 million behind a test,” she said. “It’s a manageable test… when you test, you learn a lot more.”
Gaming offers marketers a chance to connect with audiences in incredibly immersive and interactive ways. But to be successful, brands must shed outdated assumptions, embrace diversity, and be willing to innovate across platforms.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.