Do you know what a gamer is? Yes, the simplest way to define it is as a person who enjoys video games. How many people do you think to make up this demographic? They used to be seen as socially withdrawn, but what is your image of them? Surely, whatever your image is, it will be improved when you learn that in 2022, the analyst firm DFC Intelligence published a study called “Segmentation in video games“, which, as its name suggests, analyzes the behavior and demographics of the world’s gamers, and found that 40% of the world’s population belongs to this group. Sounds small? Well, that is 3.1 billion people. That’s better, right?
1.142 billion people in Asia, 668 million in Europe, 383 million in Latin America, and 261 million in North America. Quite a large and interesting demographic to think about marketing to, as more and more brands and companies have come to realize over time.
“Gamers are the second largest digital audience after social media” says Francisco Robin, COO, and partner at Furious Gaming.
In 2020, at the height of the Covid 19 pandemic and the year in which more people spent their time in confinement, many entered the world of video games and Esports. A challenge consisting of eight Valorant tournaments called Legion by Lenovo was presented, where the brand took the opportunity to promote itself not only to the participants, who competed for weekly prizes of up to 200 euros but also to the millions of viewers during the broadcasts on Twitch.
It makes sense since Lenovo is a brand that offers a product related to the gaming world. Does that mean the market niches are limited? Gillette says no, in their collaboration with Animal Crossing, where they showcase diversity by creating different skins for our beloved characters.
There are hundreds of examples of video game-related campaigns you can find, and you may have a different idea of what this industry is all about. On the one hand, it’s fun, entertaining, and camaraderie, but it can also be an interesting and original way to get your brand out there in ways you never thought possible.
All it takes is a little creativity, a little ingenuity, and, of course, a little investment.
