The Future of Marketing is in Gaming Hands

The Future of Marketing is in Gaming Hands

In the consumerist world that we live in, we’ve come to expect ads in a lot of places. Whether on billboards, newspapers, or cinema screens, we witness advertising on a daily basis. But in the future of promotion, there’s one channel that’s set to boom in popularity – video game marketing.

Gaming in a Global Pandemic

Video gaming is already known as a popular activity; however in 2020 as we spent more time at home than ever before, more of us began playing video games. This created a surge in gaming during lock down, with some games soaring to become world sensations.

For instance, when game developer Nintendo launched ‘Animal Crossing New Horizons’ for the Nintendo Switch at the beginning of the first global lock down, it became a talking point on line and subsequently a a runaway success. It has already sold over 33 million copies with an additional 24.10 million Nintendo Switch units sold. 

It’s not solely gaming consoles that are getting our attention. Mobile Gaming (playing games on a smartphone) saw a surge in users in recent years. According to WARC, an overwhelming 71% of internet users play games on their smartphones, making mobiles the most popular gaming devices to-date. 

Who is playing video games? Generation Profiles 

Unsurprisingly video game adoption rates are highest among Gen Z with over 90% of these internet users attesting to playing video games. Older age groups are seen to be adopting video gaming at the fastest rate across all generations. In 2020/21 more than two-thirds of internet users aged 55 to 64 around the world play them

Now that the popularity of gaming have been discussed, we can dive into it’s significance in relation to marketing. 

Marketing on an Interactive Landscape 

The video gaming marketing industry is currently estimated to be worth $4.1 Billion in 2021. One of the most useful features of video game marketing is the medium they’re played on – phones. As of 2018, Mobile games contribute 51% to the global revenue generated by the gaming industry. It’s also the fastest growing category of consumer behavior activity on mobile devices. With such a large frequently interactive audience, mobile gaming offers a channel to target them directly. 

How Can We Market Effectively Through Gaming? 

If you’re searching for a great example of marketing on mobile gaming apps, look no further than media sovereign Disney. In 2017, in order to promote the film studios newest ‘Pirates of the Caribbean’ film, an immersive video ad campaign was launched. The ad would appear to users playing mobile games and instruct them to tap their phone screen during the video to ‘collect treasures’. By participating in the ad, users unlocked exclusive content (mostly trailers for the film). The ad was successful for a number of reasons; it blurred the line between game and ad, avoiding interruption of the ‘gaming experience’ and encouraging interaction. Likewise by rewarding users for interacting with the content, it offered a great incentive for longer periods of ad engagement. The campaign achieved raised brand awareness of the ‘Pirates’ film franchise and increased hype for it’s upcoming release.

Final Advice

Digital marketing institute notes that marketing your brand in the video gaming landscape isn’t a challenge in finding new ways to engage target audiences, but how to maximize effectiveness with resources already available. With an open field of options for creative advertising and diverse audiences to target, video games may become the best way to deliver future marketing campaigns.

Lottie Kelly is a third year BSc in Communication, Advertising & Marketing student at Ulster University. She is currently on her placement year at AV Browne, an integrated communications agency in Belfast. Lottie was a student member of the CIPR Northern Ireland committee on 2019-20. She can be found at: LinkedIn and Twitter. Lottie’s personal blog is here.

Events, Meetings and Membership: My Year as CIPR Student Representative

Events, Meetings and Membership: My Year as CIPR Student Representative

November 2019: cool evenings and pre COVID-19. At the time I was a second-year student at Ulster University (UU) waiting for an interview. The interview was to become the next Chartered Institute of Public Relations (CIPR) representative. My name is Lottie Kelly, and I was a CIPR student ambassador for UU 2019-2020.  

If you are unaware of CIPR, it is an governing body which provides a central hub for public relations (PR) practitioners across the United Kingdom. It offers resources for training, qualifications and networking. I held an interest and PR and thought that being a representative (or ‘rep’) would provide insight on a potential career in PR. As a representative, I soon became acquainted with the new responsibilities and opportunities available to me through CIPR. 

A great event for students, the CIPR/UU Student Conference. 20 February 2019, Mandatory Credit ©Press Eye/Darren Kidd

First I should note that my role and experience as CIPR rep was affected by COVID-19. Like many other industries, events were cancelled or moved online and work was carried out from home. Fortunately my role was transferred online with only minimal adjustments, such as ZOOM meetings. 

Not all work is in an office. In February I attended a CIPR meeting at the Ramada Hotel Belfast. ©Wyndham Hotels

Attending meetings is an essential responsibility for the CIPR rep. The Northern Irish CIPR members attend monthly meetings and talk through its agenda (an itinerary of topics concerning the governing body). These meetings create a space for members to to discuss CIPR membership and issues effecting the PR industry. From attending these meetings I became knowledgeable to working through agendas, recording minutes and group discussion of ideas for events and campaigns. These skills were also valuable to me in applying for placements and work experience.

For a student, it can feel intimidating attending meetings in which members are discussing sometimes unfamiliar topics. Whilst you may not be an PR expert, having a student perspective is still valuable to CIPR. Your opinions and point of view are unique and thus salient in promoting students to get involved.

Another key feature of the CIPR rep role is attending events, a popular method of promotion in PR. CIPR holds many events annually, such as the CIPR Annual Conference. This is an experiential event where PR practitioners from across Northern Ireland gather to discuss current issues and skills for succeeding in PR. Guest speakers also join the conference, offering guidance in live Q & A sessions. 

Another event, the CIPR PRide awards celebrates top PR campaigns of the year. (©CIPR Newsroom 2019). 

The biggest event and opportunity for the CIPR rep is the CIPR/UU Student showcase. Held at the Ulster University campus, award winning PR campaigns are presented by their teams to UU students. This event invites students to understand how PR campaigns are built and delivered. Likewise, it portrays the wealth of PR talent available locally in Northern Ireland. Outside of events and meetings, I also found that a rep needs to brainstorm ideas for student engagement including methods for encouraging young people to get interested in PR

If you are considering applying for this role and are unsure, my best advice is to just apply. Even if you have a limited knowledge and/or experience of PR, everyone can personal skills to bring to the role. If you are interested in PR and possess an open mind to learning, there’s plenty to be taken from the experience. 

 My work from home set up for CIPR meetings online. 

I also must recommend to anyone studying a university course related to PR to become a CIPR member. Even had I not become a rep, CIPR hosts a gallery of education resources available to members. There is a fee (for students, £35 for 12 months) but a beneficial qualification for those pursuing a career in PR. Again, from my perceptive, being a university representative for a governing body is a very advantageous merit for my CV. Moreover, it was manageable to work with CIPR along with my studies.  

I simply cannot recommend this role enough. 

Lottie Kelly is a third year BSc in Communication, Advertising & Marketing student at Ulster University. She will soon start her placement year at AV Browne, an integrated communications agency in Belfast. Lottie was a student member of the CIPR Northern Ireland committee on 2019-20. She can be found at: LinkedIn and Twitter. Lottie’s personal blog is here.