Quick brand awareness and direct response are the key factors that drive the content marketing segment as marketers accomplish in reaching new audiences, generating sales, improving brand advocacy, instant response from people, and successfully building a connection with the prospect customers.
Content around gaming is being consumed massively in recent years. With constant up gradation in technology and easy access to smartphones, gaming has successfully attracted a huge section of the population towards itself. Viewers starting from the age of 13 and above are the audience of these creators increasing the span of target audiences for the potential brands. It enables them to communicate their messaging to a wide variety of audiences while ensuring brand reliability among young gaming audiences. Brands can leverage these gaming content viewers by providing them with engaging content and converting them into loyal customers in the longer run.
Being associated with the esports industry, we have noticed that Gaming content creators have the power to integrate the brands in a very subtle manner as they are well aware of the demographics of their audiences. With brands coming on board, with the intention to engage with their prospect consumers, allows these creators to penetrate their content to a more diverse audience. The creators are able to experiment, collaborate, bring new ideas to the table while aligning the sentiments of the brand’s requirements. And it is not just select industry-specific brands that are approaching, it is even the non-industry specific brands too who are taking an interest to explore and create engaging content, taking their brand name to a very diverse mass.
This means the brands are very specific on whom to approach for their products/ services. Brands are extensively evaluating the potentials of all the influencers like their approach towards their followers or how capable they are to build interest towards a product, taking interest in their each activity insights, analyzing their follower base, and then ultimately deciding on the influencer to associate with, the best fit for the brand, taking the brand image further. These criteria make it important for creators to generate any content in a disciplined manner.
Quick brand awareness and direct response are the key factors that drive the content marketing segment as marketers accomplish in reaching new audiences, generating sales, improving brand advocacy, instant response from people, and successfully building a connection with the prospect customers. Brands also get a great advantage of promoting themselves using in-game marketing techniques which is similar to promoting themselves in a cricket or football match.
Established channels like YouTube and Facebook are popular formats among the creators, however, Instagram with its the ease of photo-sharing and video sharing. has spawned a huge variety of influencers with niche audiences who we identify as micro-influencers. They enjoy loyal followers usually between 10,000-50,000 with a lower price tag making them approachable for the brands who are not looking for heavy market spend and helping both the creators and the brand.
Marketers diving into association with gaming content creators are supporting the gaming community through monetization, giving a room to establish themselves, build contacts, and allowing them to grow further and sustain themselves in the industry. It motivates the young creators to push their limits and create a positive image.
Gamers are committed, consistent, and loyal, the rising popularity of gaming is something that is appealing to advertising and marketing hoping to align their brands with this loyalty. And with the internet available all the time, it gives the power to create content on the go.
These young creators have become a great source of endorsements as people tend to watch it when they are bored and want some form of snackable content. With the rise of 5G in telecommunication, people have started adopting the concept of cloud gaming as well. Telecom brands can leverage gaming content creators, therefore, encouraging the youth of the country to step towards the fastest and the most reliable service provider because these days the race is about the content and lowest latency in order to be updated with the content and game.
Sharing a personal experience, for the launch of Truke’s newly launched gaming earbuds they wanted top-notch creators like Antaryami, Classified YT and more. To make a statement in the gaming community they selected the creators. We integrated the earbuds through unboxing and complete review keeping in mind the specifications like lowest latency, long battery backup, dual mic for clearer audio. We were able to get a reach of over 1Million within the first 3 days of the campaign. Truke India was able to get the leverage of the gaming community and was able to mark their presence by being the first gaming TWS hardware by the gamers and for the gamers. The campaign name was born to the game.
The author of the article is Ainesh Jain, Campaign and Strategy Manager, Trinity Gaming.