For any game to break through the mould of the industry and establish itself as a presence in pop culture, there needs to be about half a dozen key factors that work favourably. However, for sustained and consistent growth, the most critical factor, by a considerable margin, is the presence of an active, vibrant, and enthusiastic online community.
Evidence of this is everywhere. You could cherry-pick some of the most popular game titles or genres in the world, and you’d quickly find forums, Discord channels, Reddit threads, and podcasts that have dedicated channels that essentially run 24/7.
Today, we’re going to delve into the factors that make them invaluable in this industry, and how they often dictate marketing strategies and help grow their favourite games organically from the ground up.
Cultivating An International Community
Social media has broken down several barriers in the gaming industry. Still, on a grassroots level, the emergence of YouTube, Twitch, Discord, and Telegram has helped fans of specific games connect with like-minded people from all over the world. Games from across Europe, the US, and Australia can all converge into these communities, and they’re able to do it without leaving their homes.
Of course, this isn’t a new phenomenon in the world of gaming. As far back as the early 2000s, the rise of casino gaming, and slots in particular, opened up a door for an international market to grow. In Australia, those who play real pokies online comprise a substantial portion of the global market; however, from a slot gaming perspective, they share many similarities with the broader gaming world.
There are dozens of influencers, particularly across the most popular social media sites like Instagram and YouTube, who use their reach to stream their escapades in the slot gaming world, or they are targeted by gambling companies to advertise to their international follower base.
Prominent iGaming companies understand that this is a tailored market that the influencer has cultivated, so they can tailor the advertisement. Gambling brands also do this on social media, as you can see in the link below.
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The Internet’s Integral Role
The internet is the one-stop shop for all our gaming-related information. Yes, we might see the occasional billboard every now and then, or a large gaming company that has paid for advertising space on the side of a bus, but generally speaking, the main marketing battleground now exists exclusively online, particularly on social media and through SEO and GEO marketing.
Niche gaming companies often use their own platforms to advertise job openings on their site. In contrast, larger companies will use it to adopt a broader approach, paying social media influencers and brands to showcase their products to their target audience.
Online communities are important because they often comprise gamers who have a passion for a specific brand or niche. When an online community is organized, committed, and sees a brand or idea that they like, they will push it relentlessly into the broader gaming conversation.
Some companies recognize this influence and incentivize gamers through affiliate B2B marketing codes or other strategies that help drive engagement. Those games that lack a passionate community or fail to drive engagement effectively are immediately a step or two behind their competitors, especially in the current digital-driven marketing world.
A Cost-Effective Approach
Not only does it tap into a niche, but online gaming communities are also one of the most cost-effective marketing options. Not all games have the capital and investment that companies like EA Sports and Rockstar have, which allows them to pour a limitless amount of money into their promotional ideas across multiple media.
It is often niche gaming communities that are the most vocal. Communities that can sometimes have a few dozen members can often generate hysteria, provided they are working in unison with the game developer and prominent social media influencers as part of a structured marketing strategy.
They are also hubs where people can socialize, meet up, organize potential eSports tournaments and share tips and tricks about their favourite games. These avenues were not viable and not available in the early days of home video console gaming. Sure, there would be conventions and expos, but they were costly, and not everyone would be able to find out about them, especially for niche games.
Can They Continue Being As Influential?
While there’s no denying that online gaming communities will continue to play a pivotal role in the broader world of gaming marketing, the increasing number of available avenues vying for consumer time could fracture the market. There are two dozen ways for people to access social media and gaming content for free, and they can network with ease.
It’s not just one or two sites where this is available, and the number will continue to grow. Gaming companies will have to be more selective in their approach, but there’s no denying that the future of gaming marketing will rely heavily on organic grassroots communities that exist online.
