How to Reach Gamers and Boost ROI
Gamers are a distinct and distinguished audience that is often overlooked by brands. Their passion for technology, early adoption of new products, significant decision-making power and research-driven purchasing behavior makes them an excellent target market for strategic marketing efforts.
Gaming is a form of immersive entertainment that requires players to engage with their environment and other characters in order to complete the game. Unlike films and television, games offer interactivity that replicates our natural learning process by providing instant feedback and allowing players to course-correct. This process, coupled with the ability to create and control their own virtual worlds, enables gamers to develop their problem-solving skills and social bonds.
As a result, gamers are often highly invested in the games they play and can become brand ambassadors by sharing their experiences on social media or through word-of-mouth. In fact, 22% of gamers regularly offer product recommendations to their friends and social circles.
Despite the prevailing stereotype of video gamers as young, male nerds, the gaming industry is a diverse, inclusive and multifaceted community. According to the Entertainment Software Association, women make up a significant percentage of video game players, and there are more female role models in gaming than ever before. Nevertheless, the social stigma attached to gaming persists – from “gamergate” and the toxic online communities of today to the widespread belief that video games negatively impact mental health and social development.
Gamers are a highly engaged and influential audience that can drive product sales, engagement and advocacy. Understanding how to reach them can help brands optimize their marketing campaigns and boost ROI.
The first step in targeting gamers is to understand their unique preferences and gaming styles. There are several different gaming personality classification systems, but the most prominent is Bartle Player Taxonomy. It divides gamers into four categories: Achievers, Explorers, Socialisers and Beaters. Achievers are characterized by their focus on earning rewards, leveling up and increasing their in-game score. Explorers are more interested in exploring the worlds of a game and taking pleasure in finding all of its secrets. Socialisers are a combination of Achievers and Explorers who enjoy the social aspects of gaming. Beaters are highly competitive and enjoy challenging themselves by playing against other gamers to prove their skill.
Whether a gamer is an Achiever, Explorer, Socialiser or Beater, the challenge, control, immersion and mastery that video games provide are key to their satisfaction. Game designers must strike a delicate balance between a game’s difficulty and its progression in order to create an addictive experience that is gratifying and satisfying for gamers across time. Examples of successful games include Cuphead’s challenging yet fair difficulty and progression, Dark Souls’ brutal difficulty that demands mastery and Candy Crush’s constant dopamine rewards. Keeping these elements in mind, marketers can design engaging games that move gamers from passive entertainment to deep engagement and advocacy.