By Bec Zhuang, Strategy Manager Starcom Australia
The media and marketing industry has long painted ‘gamers’ with an overly broad brush. From casual players who mindlessly tap on mobile games during coffee breaks to hardcore enthusiasts investing countless hours mastering complex console games, these personas fail to capture the complexity of the true gaming landscape. The traditional segmentation model, which uses time spent gaming per week as a metric, suggests that in-game play is the only touchpoint. However, this view is one-dimensional.
As marketers, we need to look beyond what people do and instead understand why they do it. Gaming and the reasons people engage with it have evolved significantly. Today, we have highly competitive e-sports teams motivated by success and achievement, akin to elite athletes. Additionally, large-scale online communities play, watch, and chat in real-time, driven by connection and socialization. Yet, most advertisers haven’t caught up with these changes.
Understanding the Gaming Ecosystem
The industry continues to discuss the missed opportunities in gaming. Commentators question why more brands aren’t seizing the gaming advertising opportunity, while leaders wonder what exactly is holding it back. The simple truth is that getting brands to truly understand gamers and reach them authentically is challenging. Gamers are among the most ad-savvy consumers, rejecting ads that feel intrusive, irrelevant, or inauthentic.
Overly commercial messaging, forced brand integrations, or ads that disrupt gameplay can quickly turn gamers off, leading to negative sentiment that can set brands back years. Marketers must recognize that gaming has moved well beyond gameplay and become a much richer and vibrant cultural ecosystem. Similar to other cultural pillars like sport or music, the gaming ecosystem is expansive, with influence extending far beyond team participation and solo listenership.
The Rise of Cross-Platform Gaming
In 2024, Australia’s in-game ad revenue surpassed news media for the first time, with most revenue driven from mobile games. However, gaming is increasingly becoming cross-platform. The average gamer now plays across 2.72 devices, seamlessly switching between mobile, PC, and consoles. Emerging cloud gaming services, like Xbox Cloud Gaming and GeForce, are redefining what’s possible, no matter the screen size. Brands that don’t adapt risk being left behind.
“In 2024, Australia’s in-game ad revenue overtook news media for the first time.”
Crafting Effective Gaming Strategies
For brands looking to enter this ever-evolving space, a simple four-step process is critical:
- Clearly identify and define the brand’s role within gaming environments: Determine how your brand fits naturally within the gaming space. Is it enhancing gameplay, supporting the community, or offering exclusive experiences? Define the unique value your brand brings to players.
- Segment audiences based on gaming and brand motivations and behaviors: Not all gamers are the same. Understand your audiences’ preferences and how they interact with brands, and tailor media, messaging, and creative accordingly.
- Create value exchanges that resonate with gaming communities: Players expect more than ads; they seek meaningful interactions. Whether through in-game rewards, sponsorships, or content collaborations, brands must provide genuine value that enhances the gaming experience rather than disrupts it.
- Develop measurement frameworks that capture both media and business impact: Success in gaming isn’t just about impressions. Track engagement, brand perception, and conversion metrics that demonstrate real brand and business impact. Ensure measurement strategies evolve with the dynamic gaming landscape to capture long-term brand growth.
The Future of Gaming Advertising
Gaming advertising isn’t just about reaching gamers anymore. It’s about understanding gaming culture itself, where community, content, and cross-platform experiences matter as much as in-game play. For meaningful and effective gaming strategies, brands must move beyond impressions and start embracing the full spectrum of gaming engagement. The brands that can adapt will win. Those who don’t may find themselves left behind in a rapidly advancing industry.
The announcement comes as the gaming industry continues to grow and evolve, offering new opportunities for brands willing to engage with this dynamic audience. As the landscape shifts, the importance of understanding and integrating into the gaming culture becomes ever more critical for successful marketing strategies.
