The universe of gamers has been growing exponentially in recent years, and this theme is attracting more and more advertisers who want to draw the attention of this audience to their products and services. We’re talking about a market that today has about 2.5 billion online players around the world, according to a TchNET Immersive survey.
In this context, it is impossible to imagine anyone who would not be interested in communicating with this audience, be it a mobile phone, a computer or a console. In e-sports, the so-called esports, this reality is no different as it has attracted a diverse and large audience that has grown by 10.7% in 2021 compared to 2020, according to the 8th edition of the Game Brasil Survey (PGB). which represents a jump from 44.7% to 55.4% in the number of people who participate in some form of e-sports.
This “sub-category” of games provides endemic brands that are naturally embedded in this universe, rather than endemic brands that are outside of the esports and gaming universe, a thousand ways to connect with players and the public interested in this modality. However, is the strategy for this always the same? Mainly for non-endemic brands?
The answer is no, of course, and this is proven by Gamers Club, the largest esports platform in Latin America, which was created from the community, for the community and currently has over 2 million registered users. Since its inception, the company has understood the challenges advertisers face in digitizing their campaigns in order to then develop exclusive designs in which their customers can legitimately and authentically speak to their target, thereby enhancing brand perception to users.
“Strategies are not the same for all clients and audiences. Our job is to understand the challenges of each and the specifics of their products or services, and then come up with projects that make sense for both the advertiser and the players. In this way, we managed to get gamers to better perceive the brand, which in some way contributes to the growth of esports and “meet their needs” as a person in the game or out of the game, and start wanting it more. ”, comments Vinicius Zúñiga, Commercial Vice President of Gamers Club.
The platform, which has already served several endemic and non-endemic brands such as Intel, Lenovo, Dell, Acer, Razer, Logitech, Buscofem, Monster, Clear Corretora and many more, has recently developed two interesting projects for Itaú and Universal Studios. In the case of the bank that launched the Players Bank, a bank for gamers, Gamers Club developed a themed map for the CS:GO game, where you could see an advertisement for a new Itau product, as well as interact with the content. during the match.
The map, created for Players Bank, was organically nominated by Steam as one of the game’s top novelties, ending up among the most popular in a few days. Also, with so many influencers participating in the promotion and playing this map, it has become one of the most downloaded in CS history when it comes to maps designed exclusively for partner brands.
“Since last year, we have been working with Gamers Club to develop innovative activities focused on gamers. However, the launch of Players Bank was an important step towards creating something special for them. So, the CS:GO theme map was the solution that we found to attract the attention of those users who daily immerse themselves in the gaming universe. And it was so well executed that the map organically became one of the game’s top novelties, was one of the most popular for a few days, and was the most downloaded modality. So it was something incredible and it produced a lot of results for Itaú,” comments Luis Alberto Fibig Junior, Institutional Marketing and Platform Specialist for Itaú Games & Esports.
In the case of the film studio, the intention was to promote their new cartoon Bad Boys, which was released on March 17th. To do this, Gamers Club and VMLY&R created a thematic map based on the film’s scripts, which also included banners advertising the premiere. To ensure greater visibility and engagement, the platform also hosted a show match between influencers BT and Liminha – both with over 500k social media followers – who played a CS:GO match against each other on a previously created map.
The influencers’ livestream, which also featured a trailer for Universal’s new animation, drew 5,000 concurrent viewers. “Creating a thematic map was already something innovative in itself and attracted the attention of the public interested in CS: GO by the premiere of the Bad Boys cartoon. However, this plus, holding a show match with influential esportsmen, which attracted about 5,000 simultaneous viewers, even made the film more visible. In this way, Gamers Club has certainly managed to understand our demand and turn it into something visually beautiful as well as appealing to those who operate in this market, gaining more attention from our audience,” comments Lukas Cedas Mazon, Media Supervisor agency VMLY&R.
“In a market as broad as esports, Gamers Club shows that there is no one-size-fits-all strategy for communicating with your target audience. Especially for non-endemic brands, which are not naturally part of the everyday life of gamers, there are many paths, and there are also doubts about which one to choose. Either way, Gamers Club is proving to be a great option for advertisers to enter this market in an easy, legal and sincere way,” adds Vinicius.
About the gamers club
Gamers Club, a subsidiary of Immortals Gaming Club (IGC), is the largest electronic sports platform in Latin America with over 2 million registered users at present. Created by the community and for the community, which gives legitimacy to the platform and its foundation, the company provides all the features that amateur or aspiring professional players need to practice, play, compete and have fun.
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Source : Married Games
