How to activate in gaming for brands

We frequently find ourselves asked by brands to address the 'what' and 'how' of marketing in gaming. “How do we leverage gaming? How do we do it in a way that’s authentic to our brand and creates positive experiences for our customers?” 

If you’re thinking of entering gaming for your next campaign now or in the future, here are three ways to do it.

1. Be in the game: In-game advertising is akin to product placement, and it directly reflects your brand in a way that delights players. It refers to how brands can directly influence gameplay visuals/audio with their messaging or alter the gaming experience through skins and sponsored content. This often involves working with the game studio directly to strategize and execute a campaign that seamlessly fits into the gaming experience.
2. Be around the game: This is a brand-integration approach that entails weaving real-life brands into the fabric of gaming IPs in a way that feels natural and harmonious. It includes opportunities available to brands during the gaming experience but not within the gameplay itself such as rewarded video and interstitials. The "be around the game" approach signifies more than just standard brand placements—it's about the symbiotic connection between real-world brands and gaming IPs. The goal here is not just to be visible but to seamlessly integrate and resonate with the gaming environment, enhancing the overall player experience.
3. Be away from the game: This approach means targeting “gamers,” but it’s more about reaching your audience in the unique and immersive world of gaming as a media channel. These opportunities exist away from the gameplay experience and include streaming, esports and influencer activations. It's not about changing the audience; it's about changing the environment where you reach them. The key to success with this approach is tactfully integrating your brand message within a gaming environment, ensuring the ad feels immersive to the overall context of the game.

The gaming world is one of the most powerful interactive platforms a brand can tap into, offering an engagement level that most other entertainment environments can't compete with, due to their passive nature.

Brands stepping into the gaming world for the first time may find the journey easier than they think. We suggest beginning by getting as close to gaming as possible in a natural and authentic manner. The first step is understanding your audience and gradually making your media more interactive.