How can organizations adopt gaming into marketing their products

Gaming is the next big thing for marketing, moving it from basement to board just by the sheer volume of gamers around the world. Last year alone, it is estimated that there were 2.7 billion gamers globally, making up a whopping 34% of the world’s population. The surprising fact however is that this percentage is actually bigger than the Gen Z or millennials which brings about the bigger question, who are these new gamers and how is the gaming environment changing? 

Let’s take a look at how gamers and the gaming environment has changed over the years 

Gamers have traditionally been stereotyped by Hollywood and other mainstream media as young to middle-aged, slightly unhealthy, male nerds. This image is the main reason why most organizations don’t include gamers in their target market. 

The video gamers of the past used to be pretty straightforward, they’d go to a store pick up a gaming cartridge and go home and plug and play in their console or computer. Now however, while console video games, played on systems like PlayStation and Xbox, are still around they are no longer the largest segment of the market. 

 The biggest player in the gaming market (pun intended) these days are mobile games. According to research conducted, mobile games generated 90.7 Bn USD making up 52% of the global games market. 

Why should companies adopt gaming in to their marketing plans? 

On average, people spend twice as much time gaming on their mobile, as opposed to using a console or laptop. This makes gaming in many ways as ubiquitous and socially connected as phones themselves. 

The latest research from YouGov illustrates that gaming is just one of the many hobbies people have and share with others. People who play games also play sports or go to the gym, they go out with friends, they do school runs (or have been homeschooling recently), they watch TV, and they buy stuff they do not need from the middle aisle in supermarkets. Gaming is an easily accessible pastime. In 2021, it is for anyone. 

Additionally, gamers are playing for longer, on average spending over seven hours per week gaming. In a nutshell, this is a big, big market. It is highly lucrative, with an engaged and hard-to-reach audience. In media terms, this would normally make it a high-value channel. And that is why companies must invest in gaming as a part of their next marketing campaign. 

3 ways that companies can adopt gaming into marketing their products with examples 

To introduce events and give players a preview of what to expect 

Have banners and posters of the product or brand throughout the game and the games social environment.  

Example: 

In April 2020, hip-hop megastar Travis Scott collaborated with Fortnite to offer players an in-game concert played out at pre-advertised time slots. Once logged into the game, users were treated to a stunning visual experience that featured Travis’s giant hologram. This experimental gameplay experience also featured visual and physical tricks to emphasize the party atmosphere. 

The result: 

By setting up the Travis Scott virtual concert, Fortnite gave users a reason to engage with the game. The campaign also attracted many viewers during the live show and subsequent follow-up on Google, YouTube, and Twitch, creating a lot of awareness for the brand. 

To introduce new products and collections: 

Launch your product or collection as a special event in the game that allows gamers to win real time prizes. If yours is a clothing brand you can even opt to introduce a new wardrobe for key characters in the game. 

Example: 

One of the most creative partnerships came in 2019 when EA Games partnered with Jeremy Scott and luxury fashion brand Moschino to create in-game stuff packs that would unlock virtual Moschino garments and new fashion-themed career paths and options 

The result: 

Starting at $450, the clothing line retailed at a less affordable price point. Nonetheless, the collaboration was well executed, and it shows how video games can be used to promote a brand and offer its users unique experiences. 

Partnering with gaming influencers: 

Brands are also partnering with influential streamers to promote their products with affiliate marketing. Most of these streamers have millions of followers, and sponsoring their streams is an effective strategy for brand marketing. The streamer can publish promotional content on their channels to advertise the brands that are sponsoring them. They can also share a unique code with their fans, who receive a discount when they make a purchase. The influencer also earns a commission for products purchased with their unique code. 

Example:  

Adidas and Tyler Blevins tied up to launch a new sneakers collection. More popularly known as Ninja, Blevins is the most followed Twitch gamer. 

The result: 

The collaboration with Ninja helped Adidas tap into his massive following which include gamers and non-gamers who tune in to watch him play. 

In conclusion: 

Gone are the days when Super Mario, Duck Hunt and Sonic the Hedgehog dominated video game screens. Now gaming is a multi-billion dollar-a-year market involving some of the biggest brands in the world across a number of devices. 

How companies choose to leverage the growing interest in games to drive value will be exciting to watch. 

Are you looking to leverage your marketing via gaming? Click here to contact us and find out how we can help you.

Cyber Security – What it is and why business owners must invest in it.

It is not uncommon for businesses and consumers alike to be cautious of cyber criminals and cyber-attacks when doing business especially at the point of payment. And that is why as a business owner you must absolutely convince your users and website visitors that any information, including email addresses and other contact information they type in is safe and will not be misused by your business organization. In this article we look at what cyber security is and its many facets. 

What is cyber security? 

In its core essence cyber security is the application of technologies, processes and controls to protect systems, networks, devices and data from cyber-attacks. It aims to reduce the risk of cyber-attacks and protect against the unauthorized exploitation of these systems and technologies.  

Laws that govern cyber security 

On the legal side of things, the federal Computer Fraud and Abuse Act (CFAA) is the primary statutory mechanism for prosecuting cyber-crime in the US, and it provides for both criminal and civil penalties. It must also be noted however, that each of the 50 states additionally have their own laws and rules of governance when it comes to cyber security therefore it is important to pay heed to the additional laws that govern the locality of your business. There are however some common rules that apply throughout the states: 

  • The need to notify those affected as soon as possible 
  • Notify the state government as soon as possible 
  • Pay a fine (depending on the nature of the breach) 

Why is cyber security important? 

Cyber security protects all aspects of theft and damage. Without a cybersecurity program, your organization cannot defend itself against data breach campaigns, making it an irresistible target for cybercriminals. 

What with global connectivity and use of cloud storage to store critical data and information like social security numbers, credit card information and bank account details. As a business owner you can no longer solely rely on out-of-the-box cybersecurity solutions like antivirus software and firewalls, cybercriminals are getting smarter and their tactics are becoming more resilient to conventional cyber defenses. 

In a nutshell, whether you are an individual, small business or large multinational, you rely on computer systems every day. Pair this with the rise in cloud services, poor cloud service security, smartphones and the Internet of Things (IoT) and we have a myriad of cybersecurity threats that didn’t exist a few decades ago. 

How can cybercrime affect your business? 

A lack of cybercrime can affect your business radically, effectively driving you out of business or costing you largely in time, resources and finances that it’s definitely more cost effective to invest in cyber security. Below are three key areas of your business that can get damaged due to the lack of cyber security: 

  1. Economic damage: 

Once a third party has had access to sensitive information of your business and your clientele damage control is going to dig quite a deep hole in your wallet. It also goes without saying that your business now needs a new system which is going to cost you time, resources and money in repeated tasks. Additionally, it could cause severe disruption in the flow of your business effectively putting it on halt till you have your system up and running again.  

  1. Reputational damage 

This one is pretty straightforward, once customers find out that you have been a victim of cybercrime, they are not going to be able to trust you with any information again. While you may definitely lose a large bulk of your customers’ word of mouth and poor media coverage will deter new customers from approaching you, successfully turning them towards your competitors. 

  1. Regulatory costs and fines 

CFAA and other laws that govern cyber security may ensure that your organization could suffer from regulatory fines or sanctions as a result of cybercrimes. 

Given the nature of cybercrime and how difficult it can be to detect, it is difficult to understand the direct and indirect costs of many security breaches. This doesn’t mean the reputational damage of even a small data breach or other security event is not large. If anything, consumers expect increasingly sophisticated cybersecurity measures as time goes on. 

How to keep your business protected against cybercrime? 

Staff education: 

According to research, 90% of the data breaches in 2019 happened due to human error, making it extremely important that everyone with access to your system is taught how to identify and correctly respond to cyber threats, so that the majority of data breach incidents could be avoided. Such educational programs could also increase the value of all cybersecurity solution investments because it would prevent staff from unknowingly bypassing expensive security controls to facilitate cybercrime. 

Invest in tools that protect sensitive data: 

A whopping 60% of data breaches involve compromised third parties, so by shutting down vendor data leaks, the majority of data breach incidents can be avoided. This means investing in tools that limit information loss, monitor your third-party risk and fourth-party vendor risk and continuously scan for data exposure and leaked credentials. 

Implement a Third-Party Risk Management (TPRM) Solution

Investing in and implementing a risk management solution that focuses on identifying and reducing risks relating to the use of third parties (such as vendors, suppliers, partners, contractors, or service providers).  

This gives you an understanding of the third parties you use, how you use them, and what safeguards the third parties have in place. The scope and requirements of a third-party risk management program are dependent on your organization and can vary widely depending on industry, regulatory guidance, and other factors. Still, many TPRM best practices are universal and applicable to every business or organization. 

Is your business at a risk of data breach? Are you looking to invest in cyber security? 

At DeLune IT we have just the solution to help you protect your business from data breaches and strengthen network security by continuously monitoring the security posture of all your vendors. Talk to us and we can set you up with the right solution to match your budget and requirements.

Zoom fatigue, Work-From-Home & Adjusting to the New Normal

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