The four routes to gaming success
Get in, do better, where next?
This is the normal path for brands as they evolve. With gaming, it is very much a case of how to get in, and almost everyone is interested in this rapidly growing area.
“Brands from every corner of the consumer-facing market are seizing the opportunity that gaming presents, especially when it comes to reaching younger generations. In the last decade alone, the years-long stigma against gamers has all but disappeared” (Newzoo)
There are four main strategies which a brand can adopt to integrate into the gaming market:
1. The gaming brand e.g. GFuel
This is the brand that is ‘developed for gamers, by gamers’. It is the most authentic approach and based on the premise that the brand is really ‘one of them’. The advantage to this approach is that, in theory, there is a greater understanding of the consumer.
2. The bespoke approach e.g. Myprotein
This is where a brand, typically known for another category, launches a sub-range or ‘second’ brand with the image of being a ‘gaming brand’. However, there is a subtle link to the parent brand - “as powered by”. It is not clear whether this approach overcomes the challenge of authenticity.
3. The masterbrand e.g. Ghost
Simply a brand relies on their own brand strength and current consumer base to target those who are also gamers. They remain true to who they are, what they do, but have confidence that they have the credibility and consumer base to offer a specific gaming solution.
4. Test the water e.g. Brainzyme
This is where a brand recognises the interest in gaming and the relevance of a product in their range and broadens the product communication to state “also relevant to gamers”. It is unlikely that they proactively target gamers, but it is done in the hope that it might take off.
As you can see, there are a variety of approaches that have been taken so far. Neither is right or wrong, simply each brand must determine what strategy best works for them and their products.