The latest episode of dentsu podcast, The Short Story Is, explores the future of gaming. Magali Huot, VP of Global Gaming Strategy at dentsu, covers the high engagement within gaming communities, sophisticated brand activations, and the pervasive integration of gaming into daily life, highlighting the immense opportunities for brands to connect with audiences in meaningful ways.
The Rise of Transmedia in Gaming
One of the most exciting developments in gaming is the significant movement within the transmedia world. Gaming IPs are expanding beyond their original platforms into movies and TV shows. Examples include the Mario movie, the Fallout show on Amazon, and the upcoming Borderlands movie. This cross-pollination of gaming and other media forms is not only enhancing the gaming experience but also integrating it more deeply into our cultural fabric.
Platforms like Roblox play a crucial role in this expansion. Many big brands are stepping into these worlds, collaborating and creating immersive experiences that bring gaming into broader cultural contexts.
Engagement and Strategy in Gaming
Engagement in gaming communities is incredibly high. For instance, the average engagement on Roblox is about 2,5 hours per day, significantly higher than on platforms like TikTok or Instagram. Harnessing this engagement for a brand starts with a strong strategy focused on adding value to the user's experience.
Successful campaigns, such as Hugo Boss's virtual world on Roblox called Hugo Blue World, demonstrate that meaningful, long-term engagement is more effective than short-term tactics. These strategies involve creating immersive environments that resonate with users, fostering deeper connections and sustained interest.
The Future of Brand Activations in Gaming
Platforms like Roblox and Fortnite offer immense potential for sophisticated brand activations. Traditional media approaches may not always be suitable for gaming. It's crucial to add value to the audience, understanding that everyone engages with gaming in some form, even if they don't identify as gamers. Today, everybody is a gamer. This underscores the ubiquity of gaming and gamification in everyday life, from mobile games to more immersive experiences.
Brand integration in gaming can take various forms, from collaborating with creators to developing custom worlds. The key is to ensure these integrations are authentic and align with both the brand's values and the audience's expectations.
Educating Brands about Gaming
A significant part of the gaming team's role involves educating brands about the opportunities in gaming. There's a lot of education needed to help brands understand the full potential of gaming beyond mere product placement. The gaming team at Dentsu bridges this gap by providing internal and external stakeholders with the necessary materials and insights to effectively leverage the gaming space.