Upwards of 3.6 million people play video games regularly – a figure Newzoo projects will grow 3.3% annually through 2028 – representing a huge, untapped market opportunity for food and beverage brands, many of which currently miss the mark with their advertising, according to professional and everyday gamers and would-be consumers.
“A lot of gaming aesthetics as far as merchandise and advertising go have been stuck in five or 10 years ago” and don’t match how most people play games, currently, Alex Nikolic, a professional gamer, podcast host and video game coach, shares in FoodNavigator-USA’s upcoming free webinar on Oct. 15 at 11:30 CT Fueling fun: Connecting with Esports enthusiasts and everyday gamers FTW.
He explains most merchandising and marketing leveraging video game aesthetics feels “like 2000s gaming where it is like, ‘Whoa! So cool!’ like over-the-top with army-print something.”
Contrary to the stereotypes, he adds, most people who play games don’t play shooting video games.
“There are so many kinds of games these days,” and brands need to understand why people play games in order to create ads that will resonate with players, he said. He added when he sees most ads targeting gamers or trying to tap into gaming culture, they seem “to be put together by somebody who maybe doesn’t necessarily play themselves” or know the game.
Strategies for success
Nikolic offers concrete, actionable advice to marketers to more effectively and authentically connect with video game players in FoodNavigator-USA’s upcoming Oct. 15 free webinar Fueling fun: Connecting with Esports enthusiasts and everyday gamers FTW.
In the 60-minute event, attendees also will hear from a more casual everyday gamer about what types of partnerships and activations related to video games inspire him to try new products or visit food service locations. He also dishes on whether in-game rewards or physical swag are more compelling marketing tools.
Attendees also will receive competitive market data and advertising strategies from Beverage Daily, Newzoo and Spatial, as well as explore three successful case studies by startup Bangers! Snacks, the meal kit company Home Chef and the emerging better-for-you candy brand Final Boss Sour.
Don’t miss this chance to level up your advertising game and learn more about this dynamic, diverse and fast-growing consumer segment. Register now.