How Modern Games Marketing Works
Define target groups such as “Conquerors” and “Discoverers” and directly address gaming PC buyers on your favorite sites, Twitch, influencers, and more. This is the latest game marketing from RMG and Sandbox Interactive.
The life cycle of online games is different from that of consoles and PC titles. How does this affect your marketing plans?
In contrast to traditional PC and console games with a self-contained storyline, online games are constantly being developed and constantly have new content, characters, and stories. This means it has a longer life cycle than PC and console games. This also requires the coordination of marketing tools (Reddit SEO Tools). This means that games like Albion Online are planned for months to years, not weeks.
How has game marketing changed over the last year and a half?
A few years ago, attempts were made to reach gamers, such as by placing traditional advertising banners on various gaming websites or platforms. Banners can get many views but can be very wasteful. For example, with the help of RMG, you can reach target groups who purchased high-performance PCs and gaming mice from Media Markt and use customized advertising materials to address them on your favorite websites. That wasn’t possible before. In addition to smart data marketing, influencer marketing is also an area of increasing relevance in recent years. A big advantage over other marketing tools is direct feedback and direct interaction with the player.
Are platforms such as Twitch, Twitter, and other sites relevant?
Such platforms are undoubtedly a factor in the success of game sales. Twitch deserves a special mention here, where potential customers get information particularly frequently and intensively. If a game was newly listed on Twitch and received positively and also played by influencers, this has a direct impact on KPIs such as a click or purchase rates. For the gaming industry, partnerships with influencers, if used sensibly, can have a very positive effect on sales figures. The reverse is of course also true: If games “fail” here, it has a negative impact on the success of the game. For us, the RMG, cooperations with influencers are therefore an option in the future.
Is there a particularly suitable game segment?
A free-to-play game or browser game is suitable for this. When a player plays a game, they usually expect no ads to appear.
Is the brand more open to trying things out now?
Of course, there are differences between brands. However, so far, I have experience with companies in the gaming industry. Budgets tend to be lower than in the automotive industry, for example, but they are often very aggressively experimenting, open-minded, and like new approaches in marketing.