The universe of gamers around the world moves billions of dollars every year, and this figure is on the rise, especially in Brazil, which took over in 2021 and maintains the most important position in Latin America. This fact is a beacon for brands that want to enter and position themselves in the metaverse, using games as a way to engage their target audience in a virtual environment.
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Brazil is Latin America’s largest gaming market, with an estimated revenue of R$11 billion in 2021, according to Newzoo, a consultancy. This sector is constantly evolving, and in 2022 alone, its growth was about 152% (data from Abragames). Last year, inclusive, our country ranked third in the global ranking of the most downloaded mobile games, second only to India and the United States.
But not everyone knows that much of this success has to do with marketing. According to Carolina Fernandez, CEO of Cubo Comunicação and expert in the field, “Game Marketing” is a strategy that uses the power of game engagement to introduce brands to this universe through immersive experiences.
Among the various links in the chain of the gaming sector, an example of a national company that has entered this universe is Magazine Luiza, which acquired the Jovem Nerd channel, a content benchmark for the computer community, and KaBum!, one of the largest e-commerce platforms for technology and games in Brazil. This latest purchase was even the largest ever made by the retail chain, spending 3.5 billion reais on the acquisition.
Lojas Renner, on the other hand, has invested in solidifying its brand and crossing the metaverse with the real world by opening a virtual store in Fortnite, becoming the first fashion retailer to activate through a game. “The marketing team went beyond that strategy. In order to attract attention and get even closer to the gaming audience, a survey was launched about the prints of the collections that will be sold in stores. Bold and assertive, confirming the trend of brands that use the activation potential in this universe,” contextualizes Karolina.
Other international brands such as Nike, Ralph Lauren and Vans are also supporting action in partnership with Roblox, a 3D gaming platform. Among the initiatives, the company has created zones with personalized experiences and made it possible to purchase clothes and accessories from the classic collections of the 1990s, for example, with the aim of attracting fashion and game lovers.
“The most important thing is to know that this market exists and that in Brazil it is very popular, offering great opportunities for brands to advertise their products and services. Marketing magic is to position yourself and generate experience in the metaverse, as well as through the gaming universe, ”concludes the specialist.
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Source : Married Games
