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With the number of video gamers in the industry in the billions and rising, marketing to the large audience in the industry will likely allow you to reach a potential customer base). Just like in any other community and audience, gamers have brands that they associate with, and here’s what they want: A study by Kim Thompson shows that 83% of people in the gaming community prefer content from brands that entertain them, 75% of them want content that taps into their passions, while 70% wants content that gives them useful information about how to use their products or services. 

Before diving deeper into the video game community, one factor to take into account is whether the marketing medium, like smartphones, tablets, PC, and connected TVs should be in line with the consumer’s interest, such as using sports, puzzles, movies,and more. With that in mind, here is a list of things to take note of when marketing in the fast-growing market of video gamers:

Brand Name

The name of a product or brand is the first thing people see, so it’s important to make a lasting and positive first impression. Branding and marketing Catchy names that are easier to remember tend to capture the gaming audience’s attention better as is evident by many popular games like Destiny, League of Legends.

Samples or Sneak Peeks

A common marketing strategy in the gaming industry is the release of trailers and teasers that serve to give players a sense of the gameplay. Many game consumers want to know what to expect before they buy it, so many prefer to see a product in action as it gives them an idea of how they will react to the game once they are finally able to play it.

Incentives & Rewards

Early order incentives in the gaming industry allow for consumers to purchase a game before its release. Some are skeptical of this strategy but it is still an effective marketing tactic as users know they are guaranteed a copy upon release. The promise of rewards such as additional discounts, special features, or early access can also act as incentives for gamers to purchase a game.

Gaming Influencers

Gaming influencers have the power to influence gamers who share the same interest and that is proven through the many game purchase decisions that are a result of influencers. As a brand, influencer marketing is a strategy you can tap into to increase the credibility and trust towards your products due to the rapport that influencers have with their followers.

Video Content & Quality

Better quality videos stand a higher chance of grabbing the and contributes to 50% of the video-viewing completion rate.

Brand Integrity

Like any other industry, brand integrity has an effect on consumers. It is found that almost 90% of consumers will gravitate towards brands based on their connection to charitable causes. From a brand’s perspective, being able to understand that more users favour  such philanthropic  partnerships could give you an upper hand in the gaming industry.

Inclusivity

It would be helpful to have a diverse product development team that understands the audience to create a positive and accessible gaming platform.

Another event that hosts game tournaments is Malaysia’s annual convention AniManGaki which is an event to connect communities who share interests in anime, manga and games. It was started by Yvonne Sing Yee Wen in 2009, who was also the founder of Sunway University’s Anime Club and has since been part of the team who until today are actively involved in this yearly event.

As a platform for gaming, anime and manga fans and communities to connect, this event has a variety of activities to appeal to the crowd. Here, artists and cosplayers come together and showcase their skills and sell their wares to attending fans. AniManGaki also boasts appearances by guests, themed activities and stage performances for attendees to participate in and enjoy. 

There is also a Video Games Arena that features esports, mobile and console games and participants have the opportunity to win prizes and earn championships. The existence of a Creators Space also allows for animation studios and game developers to network, mingle and share their work.

Additionally, attendees are spoilt for choice with the carnival games and exhibition booths as well as panel/workshops where industry players can showcase their work, to educate and inspire as well as shine light on their company, products or services.

AniMangaki has partnered with many brands from a wide range of industries spanning from electronic brands, cinemas, photography studios, F&B brands, board game cafes, cultural foundations and so many more to make this event happen yearly.

She was a high school dropout but she eventually became an entrepreneur, TV host, singer, actress, a computer science & IT valedictorian and 4.0GPA Merit Scholar. You’ve most likely seen Hannah Tan on your TV and the big screen, but here’s an inside look at the introvert who’s cried behind closed doors and fought battles that no one has known about.

Podcasts have been experiencing a huge popularity surge in recent years and current trends indicate that its listener base will continue to grow. In a world where flashy and instant visual marketing is the norm, it may seem odd that this long-form audio format has caught on. In fact, podcasts boast a 90% listen-through rate. The following 3 factors largely contribute to this success and shows why advertisers should start paying attention to podcasts. 

1. Listeners can multitask
   Research has shown that a majority of podcast listeners do so while engaged in other activities, like running, commuting, or running errands. Unlike watching a video or scrolling through social media, listeners don’t feel as pressured when committing to an entire podcast since they don’t have to sacrifice other tasks. Besides saving them time, listeners of current events or educational podcasts may view it as an efficient way to learn on the go.
   
   What this means for advertisers: There is a higher likelihood that the ad you pay for will be heard even if it’s wedged in the middle of a podcast.
   
2. There is a wide and varied selection
   Due to the relatively low production costs, podcasts can be started by people with unique interests from all walks of life. As such, no matter how obscure their interests are, listeners are more likely to find podcasts that cater to them.
   
   What this means for advertisers: Advertisers are able to reach highly engaged listeners in niche consumer markets.
   
3. People are experiencing screen fatigue
   What’s screen fatigue? It’s exactly what it sounds like. Basically, many users are now exhausted by screens. Podcasts are a refreshing change for people who spend most of their waking hours staring at screens for work. With podcasts, users can consume content that interests them while giving their visual system a much needed rest.
   
   What this means for advertisers: The fact that screen exhaustion exists means that visual ads may no longer be as effective. Audio ads on a podcast may reach a much more responsive audience.  

It is the biggest annual Malaysian gaming event by the Malaysia Digital Economy Corporation (MDEC) that has been held annually since 2015 and is typically a 5 day event consisting of workshops, talks, business connection meetings and opportunities for people to network. 

Credits to MyGameOn and Level Up KL

This event serves as a meeting place for the SEA game development industry to connect and learn from game industry giants & practitioners, providing them the opportunity to connect with key industry stakeholders and level up with tool makers.

All are welcome but it is especially targeted towards visual artists, game programmers, game designers, business developers and VCs, Head of Studios & Managers, Producers & Team Management, VR & AR Producers, Sponsors, Career Seekers & Recruiters as well as Audio Professionals. Any person involved in any aspect of the game industry is welcome to be a part of this event.

Due to the stay at home requirement in 2020, Level Up KL adapted and took itself online with separate events under the same umbrella namely:

Level Up Spacebar 

Credit to GamerBraves.com

• Targeted towards businesses and game publishers
• Online edition of LEVEL UP KL’s Biz Day with 2 days of business meetings and conferences, participants include big players in the industry like Unity and XBox Game Studios.
• An online platform for recruitments, business meetings and other professional connections to happen

Level Up Play-One – gaming festival that is open to the public

• An online game festival targeted more towards the general public with webinars on topics by industry leaders surrounding opportunities and challenges during the pandemic.
• Latest game showcases by malaysian studios, tournaments, exclusive live stream content and more.
• Lucky draws and game promos by game developers

Aaron Sarma is the distinguished guest for Cut the BS episode 2, where Found8 asks about his life aside from work, his passions in building cool stuff and his experiences from being a startup founder, non-executive director in AirAsia, to general partner at Scaleup.my in his working lifespan. Find out more over on Found8 and subscribe to Cut the BS!

Found8’s 1st episode features #Wife / #Mom / #Boss / Serial #Entrepreneur Michelle Yong, as she shares her reality of life on the show. From taking care of a newborn, family commitments, to hands-on site visits at work, we’re fascinated by how she does it all. Find out more over on Found8 and subscribe to Cut the BS!