"However, many have been slow to turn to the highly engaged gaming community, assuming there is minimal crossover between the community and their own customer base. Yet with 87% of Gen Z reporting that they are playing games daily or weekly, and the global gaming market set to be worth over $218bn by 2024, it is no longer a channel that retailers can ignore. Traditional gamer stereotypes are also being eschewed, with women now accounting for 45% of gamers in the US."
"With gaming now a lifestyle category in itself, many retail marketers are finding success by engaging gamers through a renewed focus on community and experiences. In a fragmented landscape, brand marketers must pay attention to gaming platforms as a valuable communications channel to attract and entertain this highly engaged community. Here are our top tips on how to create exceptional experiences for gamers."
"When it comes to engaging gamers, brands must focus on building communities and creating genuine, authentic connections. Gen Z make up a large portion of the gaming community, and these consumers are more resistant to brand messaging and overt marketing messages. Brands who invest in deeply understanding the gaming audience - including the channels where they spend their time such as Twitch or Discord - and craft messaging and experiences based on these attributes, will reap the rewards amongst gamer communities."
Retailers have been slow to engage the highly engaged gaming community due to assumptions of minimal customer overlap. Eighty-seven percent of Gen Z report playing games daily or weekly, and the global gaming market is projected to exceed $218 billion by 2024, making gaming a vital channel. Traditional gamer stereotypes have shifted, with women accounting for 45% of US gamers. Gaming functions as a lifestyle category, and retail marketers achieve success by prioritizing community and experiences. Brands should build authentic connections via platforms like Twitch and Discord, and leverage influencers and live activations to grow awareness and loyalty.
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