CEO and founder of Drope.me, Dima Okhrimchuk, recently attended the HIT Games Conference where he joined other gaming industry experts to discuss the successes and challenges of the past year. They also talked about various marketing strategies and how effective they were in implementation. We have compiled a list of valuable insights from the conference that can be helpful for anyone involved in the gaming industry.
Marketing Game Changers of 2023:
1. The gaming industry has been affected by the widespread adoption of artificial intelligence. AI has contributed significantly to optimizing work processes and redirecting efforts to other areas. It aids in copywriting, analytics processing, and also helps reduce the time required for creative production. Although this is a subject of debate, AI has made it possible to complete creative production quickly and replace it without any sentimental attachments, which could take months previously. AI provides significant assistance in scaling all processes. However, one of the significant drawbacks is that it does not consider regional and cultural nuances, so caution is essential in this regard.
2. Increased monetization. Gaming companies are now increasingly focusing on live-service games and integrating more monetization methods. This includes in-game purchases for visual atmosphere, subscriptions for ongoing content, and an overall rise in game prices. These companies aim to recover advertising expenses quickly and generate revenue for future projects.
3. Performance results. Companies are becoming more financially oriented, leading to an increased demand for marketing tools that enable payment based on specific performance and completed actions. This approach allows for more precise construction of marketing strategies, budget planning, and result forecasting.
Gaming Marketing Trends in 2024:
1. The type of content that resonates best with gaming audiences depends on the game genre. For instance, RPGs do well with short-form content, such as shorts and TikToks. Action games, on the other hand, engage well with content involving social interactions, like jokes with friends. Simulators benefit from highlighting issues and their solutions.
2. Marketing teams must conduct thorough research and keep up with all trends to ensure that the prepared content aligns with users' preferences. Creatives should also respond to trends, and personalization is crucial.
3. Influencer content should be highly valued, as it has a lasting impact and can yield results even after the designated campaign period. Trends are cyclical, and a long-forgotten video can provide a massive boost in leads several years later.
4. Micro-influencers are preferred, as they have built trust with their audience. When influencers are large and work with agencies, the promotional agenda is clear, eroding trust in recommendations. Therefore, micro-influencers tend to perform significantly better. The best solution on the market is Drope.me. Platform helps boost sales and enables paying for results to calculate budgets.
5. It's essential to utilize regional platforms and social networks, especially for the Asian region and countries like Japan, China, and Korea. If you aim to introduce your product to their regional market, it's best to do so through their specific ecosystem, which works considerably better than Facebook and other global social networks.
To learn more, we recommend viewing the full video from the conference and reading the suggested articles:
User funnel in video game promo
Indie Game Promotion: Main steps to plan successful promo
How to spike Wishlists on Steam?
