The gaming industry is massive – estimated to grow from $281 billion in 2023 to over $665 billion by 2030. Yet, gaming marketing remains an equally massive question mark for most marketers. Is it more than the growing wave of “Metaverse” activations in Roblox and Fortnite? Does it include the roughly $500+ million in annual esports related sponsorships? Where do video game streaming platforms like Twitch fit in the picture? So, through our Gaming Marketing Institute (GMI), we have released the Gaming Marketing Made Simple course. The over hour long (FREE, as in beer) course includes: In-de ..read more

Gaming is no longer a niche activity. It is a mass medium commanding the attention of billions each year. For marketers, that means gaming is a massive opportunity that can no longer be ignored. To help marketers of all stripes understand the many business and career opportunities gaming has to offer, our Gaming Marketing Institute has consolidated answers to frequently asked questions (FAQs), in report form, which cover everything from: A clear, concise definition of gaming marketing How to think about gamers as a target audience Why video games are experiences that marketers can tap into C ..read more

Today, I’m happy to announce launch of the Gaming Marketing Institute (GMI)! The genesis for GMI, however, began ten years ago, when I started Esports Group (on a whim). To be honest, I really didn’t know what would come of it. Nor did I have much of a plan. All I knew was that esports and gaming felt right, not to mention it also looked like the next big marketing and advertising destination. So, there I went. Along the way, it struck me there’s a massive gap when it comes to gaming. On one side, you have a community of dedicated, passionate people who make everything go. On the other side ..read more

Digital marketing is undeniably central to the 21st century customer journey. The continued rise of gaming platforms has also shifted how marketers forge connections in an increasingly digital world. Such that more companies are including gaming in their digital marketing mix.  This reality places a premium on effective strategies which leverage gaming as a customer touchpoint. But what does an effective digital strategy in gaming look like?  Well, for starters, let’s define strategy, since the term is often used, but mostly misunderstood. In the clearest sense, strategy outlines whe ..read more

Have you ever wondered what gyms will look like in the metaverse?   Hint: They will be full of furries, user generated, and livestreamed on Twitch.   So, without further ado, here is a sneak preview of the future of fitness:  Image courtesy of Twitch.tv The above, in case you don’t know, is a Twitch livestream of the VR Fitness and Biking gym in VRChat. The club is run, and frequented, by furries, but all are welcome to join. Plus, the sessions are highly engaging – to the point that you want to buy a VR headset just to workout.  Along tho ..read more

The following explores OS Studio’s gaming marketing program for DoorDash, an online food ordering and delivery service based in the USA. The objective is to unveil key principles of effective non-endemic marketing in the gaming market. Here is what you need to know:  The marketing mix in gaming includes anything from content creation to in-person brand activations to advertising   A gaming marketing program organizes activities designed to grow brand awareness and promote sales via association with video games  DoorDash’s gaming program spans social media, intera ..read more

Kellogg’s Frosted Flakes’ recent project with Twitch, the Amazon-owned livestreaming platform, demonstrates why VTubers are emerging as valuable brand marketing assets for reaching gaming audiences. Here is what you need to know:  VTubers (short for Virtual YouTubers) are virtual avatars portrayed in real-time by a 3D model that perfectly tracks the movements of a human performer  Despite the term’s connection to YouTube, VTubers can be found on other platforms like Twitch – the content category increased 467% YoY.  On August 19th Frosted Flakes mascot, Tony the ..read more

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience Content Marketing Institute The following explores a content marketing use case to illustrate three must-haves for non-endemic brands creating high-quality gaming content.  The focus is on how to create the right content, as opposed to an overall content marketing strategy, because you do not necessarily need a new/specific content strategy for the gaming market. Instead, your existing appr ..read more

The National Football League (NFL) launched NFL Tycoon, a persistent experience on Roblox, in February 2022 to, “engage the next generation of NFL football fans in the Metaverse.” While the NFL claims to be the first official major sports league to offer an experience on Roblox – a gaming platform with an estimated 50 million daily active users – the league is not alone.   English football (soccer) club Manchester City recently teamed up with athletic apparel provider Puma for a Roblox activation also. Where NFL Tycoon is one of a growing number of Metav ..read more

Episode number twelve of the eSports iQ podcast series outlines how to create effective context for your marketing campaigns in esports and gaming. Including a look at Nike’s latest partnership with Psyonix’s Rocket League and how it outlines three key principles for marketing in context: Communicate an identity value that shows how your brand helps express a passion for gaming Meet the unique needs and desires of the gaming market Creatively embrace, don’t ignore, cross-category differences Previous podcast episodes (in video format) are hosted on our YouTube channel. The podcast is also ..read more