Here’s How To Succeed With In-Game Brand Collaborations

The expansion of social media and the internet as a whole brings to the fore new opportunities for brands and companies to diversify their marketing tactics and strategies, ensuring that the widest possible audience is reached. 

Oftentimes we see brands run cross-platform marketing strategies, covering all bases in the social media realm. However, others make it a priority to venture further afield into sectors and industries that are dissimilar from their own.

One of these being the gaming industry.

In-game brand collaborations have gained traction in recent years, boasting a surge in fashion, beauty, and even hospitality brands leveraging popular gaming titles to host their marketing strategies. 

@marriottbonvoy

Check-in and check-out our new world created in Fortnite, Marriott Bonvoy Land. Come for the mini-games and stay for the hotel adventures. #fortnite #marriottbonvoyland #marriottbonvoy

♬ original sound – Marriott Bonvoy

But what does it take to successfully run in-game brand collaborations, particularly if the industry you come from shares zero correlation with the gaming industry?

Read on to find out!

UNDERSTANDING THE GAMING LANDSCAPE

The gaming industry has undergone significant transformations in the past decade, emerging as a powerhouse of entertainment and engagement. With its audience spanning across genders, ages, and geographies, gaming has demolished traditional demographic boundaries, offering brands a unique platform to reach a wide and varied audience.

Let’s take a look at:

Current trends: Thanks to mobile gaming, streaming platforms and esports, the way in which audiences consume gaming content is now extremely diversified, presenting brands with a plethora of opportunities for integration, such as in-game advertising, sponsorships, and merchandise. Take ASOS’ collaboration with FNATIC for example. This was a great way to merge the fashion world with esports.

@fnatic

Fnatic x ASOS Behind The Scenes 👀 #fnatic #asos #fyp #bts #valorant #boaster

♬ original sound – FNATIC

The diversity of the gaming audience: Today’s gamers range from hardcore PC and console gamers to casual mobile gamers with varied interests and behaviours. Understanding each segment is crucial for brands aiming to engage with the gaming community effectively.

Key platforms and their significance: Platforms such as Twitch, Steam, and mobile app stores play pivotal roles in the gaming ecosystem. Each one has its own unique content style and audience, offering different opportunities for brand collaborations.

THE BENEFITS OF IN-GAME BRAND COLLABORATIONS

Brand collaborations in gaming unlock a whole host of benefits. Let’s explore them:

Enhanced brand visibility: Gaming brands offer a direct channel to a highly-engaged, tech-savvy audience that is otherwise harder to reach through conventional media.

Access to engaged and loyal communities: Gamers are widely known for their strong community ties and loyalty to their favourite gaming titles and platforms. Authentically engaging with these communities can foster lasting relationships and loyalty.

STRATEGIES FOR EFFECTIVE IN-GAME BRAND COLLABORATIONS

For brands looking to enter the gaming space, a strategic approach is essential to ensure that in-game brand collaborations are effective, relevant, and well-received by the gaming community.

Identify the right gaming influencers and platforms

Success begins with choosing the right partners, especially in the gaming industry. Brands should aim to look for those whose audience aligns with their target audience and values, such as Sony Pictures Home Entertainment’s partnership with CoryxKenshin below. Moreover, the synergy between the game’s theme and the collaborating brand’s ethos is crucial. In-game brand collaborations should feel like a natural extension of the game’s world, not a forced insertion.

Crafting in-game brand collaborations that resonate

The key to engaging gamers is to create campaigns that are immersive, interactive, and, most importantly, respectful of the gaming experience. This can include exclusive in-game content, co-branded merch, or interactive events that enhance the gaming experience, not interrupt it. e.l.f. did a great job of this with its immersive experience within Roblox below. Additionally in-game brand collaborations should bring something new to the table – be it exclusive items, unique missions, or novel gameplay elements. This keeps the game fresh and players engaged.

@elfyeah

Oh us? Just leveling up on @Roblox ✨💄Introducing: e.l.f. UP! 🤩🎮 A dynamic tycoon adventure where you can turn your side hustle into your e.l.f.ing DREAM business! #elfcosmetics #powergripprimer #haloglow #elfxroblox #roblox #utopia

♬ Drippy – Boxwork

Integrating brand messages without interrupting the gaming experience

Seamless integration of brand messages into the gaming environment is crucial. Brands should look to enhance the gameplay with their presence, not distract from it. Particularly in genres like Battle Royale, collaborations can capitalise on the social and competitive aspects to create buzz and encourage community interaction.

Analyse and respond to player feedback

Post-collaboration, it’s crucial to analyse player feedback and engagement metrics to understand what worked and what didn’t, setting the stage for future successful in-game brand collaborations.

TAKEAWAY

As virtual and AR technologies become more mainstream, we can expect to see even more immersive brand experiences within gaming. Additionally, the rise of blockchain and NFTs in gaming opens up new possibilities for unique, collectible in-game brand collaborations. By approaching these collaborations with respect for the culture and a focus on adding value to the gaming experience, brands can unlock significant opportunities for engagement, loyalty, and growth within this rapidly evolving market.

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