Fortnite and Roblox are thriving by riding the coattails of the very social platforms they aim to dethrone.
Brands’ presence is rising inside video games, but actually getting users to spend time inside in-game branded experiences remains a consistent challenge. Simply building a branded world and letting it molder on the platform is not a successful strategy, and some creators have complained that Fortnite’s built-in discovery tool is ineffective at bringing new traffic to user-created maps. #gaming#fortnite#roblox
In this piece by Alexander Lee, we speak to Rachel Rakowski 🔜 Develop Brighton of We Are Social, Tom Morris of GWI, Jan-Hendrik Heuschkel of Unlocked, and Gareth Leeding of Livewire.
Fortnite and Roblox are thriving by riding the coattails of the very social platforms they aim to dethrone.
Brands’ presence is rising inside video games, but actually getting users to spend time inside in-game branded experiences remains a consistent challenge. Simply building a branded world and letting it molder on the platform is not a successful strategy, and some creators have complained that Fortnite’s built-in discovery tool is ineffective at bringing new traffic to user-created maps. #gaming#fortnite#roblox
In this piece by Alexander Lee, we speak to Rachel Rakowski 🔜 Develop Brighton of We Are Social, Tom Morris of GWI, Jan-Hendrik Heuschkel of Unlocked, and Gareth Leeding of Livewire.
It was really lovely speaking to Alexander Lee and Digiday about how gaming experiences (in particular, Roblox & Fortnite) really need social to help drive brand campaigns forward.
Within games such as Fortnite and Roblox, you're competing for attention. Not just from other brands also trying to tap into the gaming audience, but from the game's other ongoing live services updates such as seasonal content, competitions, and the like. If you're a brand and your expectation is to just drop a branded creative mode piece into the world that will get millions of hits, you're going to be sorely disappointed with your results. You need to build a robust marketing campaign across social and influencer to not only get the word out about your activation, but to get gamers to actually care about what you're trying to achieve.
As an open note to brands out there looking to tap into the gaming space, Fortnite and Roblox are NOT your only options; and to be honest, they shouldn't be. While both platforms boast high MAU which is of course attractive, creating meaningful campaigns that will engage even 1/16 of that audience is like shooting a shotgun from a mile away. Not every bullet is going to hit the target. Sometimes, its even harder with these platforms because so many other brands are trying to activate in this space at any given time, on top of other worlds, minigames, etc. that the community is also creating.
My advice to brands is to work with more agencies that truly understand your products and audience to find the right game that works for you. There is so much care and research that goes into finding the right game for a brand that only gaming specialists and members of the community will know and understand. If it happens to be Fortnite or Roblox, fantastic. But I guarantee, there are other games out there that can deliver the same or even better results for a much lower cost.
Fortnite and Roblox are thriving by riding the coattails of the very social platforms they aim to dethrone.
Brands’ presence is rising inside video games, but actually getting users to spend time inside in-game branded experiences remains a consistent challenge. Simply building a branded world and letting it molder on the platform is not a successful strategy, and some creators have complained that Fortnite’s built-in discovery tool is ineffective at bringing new traffic to user-created maps. #gaming#fortnite#roblox
In this piece by Alexander Lee, we speak to Rachel Rakowski 🔜 Develop Brighton of We Are Social, Tom Morris of GWI, Jan-Hendrik Heuschkel of Unlocked, and Gareth Leeding of Livewire.
When we talk about sweeping changes in the gaming industry, one element of out-of-game advertising that may often slide under the radar when it comes to key decision-making is the creator economy.
One unique feature of the creator / gaming dynamic is that they can be mutually supportive - as creators grow in their influence, they can drive more traffic for games and the brands that support those games. Instead of separating creators and gaming into different channels, brands should consider the entire gaming ecosystem and how the different elements work together.
#Gaming#Advertissing#CreatorEconomy
The gaming world is a vast, interconnected ecosystem where gamers move fluidly based on their generation and social preferences. In 2024, brands must adopt a 360-degree approach to thrive on platforms like Fortnite and Roblox. This means combining in-game experiences with robust social media campaigns. As Gareth Leeding from Livewire pointed out, “YouTube has over 100 billion hours of watch time driven by gaming content, and TikTok has over 3 trillion views of gaming content.” In June, Roblox’s top branded experiences attracted over 13 million visits, highlighting the power of a holistic strategy. Brands that fail to execute a comprehensive plan risk being left behind in this dynamic landscape.
Credit to Alexander Lee for the insightful article.
#Gaming#360Approach#BrandEngagement#Roblox#Fortnite#Brandpartnershipshttps://lnkd.in/gxfWGZzF
The rise of online gaming platforms such as Roblox, Fortnite, etc. has had an impact on the evolution of brand ads. These spaces attract millions of users, especially the younger generation, who spend hours playing games, creating and exploring virtual worlds. This generates a huge opportunity for brands to reach and interact with this audience in innovative ways.
#advertising#brands#strategy#innovation#monetization#media#entertainment
As gaming culture drives a whole generation forward, you can now meet your audiences in their preferred channels. Gaming is transforming how brands are engaging with consumers 🎮🕹 Learn more in our latest blog...
Read: https://lnkd.in/ei22Ud9k
Gaming has become an integral part of any brand strategy when it comes to reaching and engaging younger audiences and so it is no surprise that it has also become a prominent feature within the research we conduct here at Giraffe.
Our latest article looks at how brands can leverage gaming for product promotion, and is well worth a read: https://lnkd.in/ePSTA9AU
With insights at our fingertips when it comes to gaming and the role it plays for brands, get in touch if you would like to learn more!
#gaming#trends#kidsresearch#brandstrategy#insights
Thank you for sharing!