Harnessing the Power of Social Gaming | by HypeFactory | Sep, 2023

The popularity of online gaming is experiencing rapid growth, with projections from the Gaming Industry indicating that the social gaming market’s value will surge from $245.10 billion in 2023 to an estimated $376.08 billion by 2028. This expansion is expected to be greatly influenced by the increasing popularity of social gaming on mobile devices. Consequently, experts in usability are keenly interested in gaining deeper insights into the mechanics of multiplayer games.

Social gaming refers to a category of online video games that primarily rely on social media platforms for access. Beyond mere entertainment, users engage in these games to connect with others, fostering a shared experience. This approach extends the reach of gaming to individuals who may not typically be interested in video games, seamlessly integrating them into widely-used applications.

Utilizing popular social media apps as part of a strategy is termed “social gaming marketing,” and it serves as a means to promote a company’s products. Through this approach, brands can move beyond one-way communication and create opportunities for two-way interactions. Given that millions of people engage in these leisure activities from virtually anywhere using internet-connected devices, social media marketing offers brands an exceptional opportunity to reach a vast and diverse audience.

The myriad advertising opportunities available in the realm of social gaming offer creators and businesses the means to connect with a broader audience, promoting their software and other products. Some of the key advantages for brands in advertising during social media playtime include:

1. Enhanced Brand Recognition and Exposure: By delivering value to consumers through entertainment, media brands can engage with them at a time when they are most receptive. This interaction fosters a more favorable perception of the brand. Leveraging internet gaming advertising, a brand can boost its presence within the gaming community and solidify its recognition among players. The positive relationships and experiences formed during gaming can profoundly influence individuals.
2. Partnership Prospects: Socially competitive marketing opens doors for brands to explore new, untapped territories. Companies view web portals as potential distribution channels due to their widespread use, offering precise segmentation options for marketers within the realm of social media platforms
3. Real-Time Engagement: Thanks to the internet and social media gaming advertising, brands can engage with users in real-time. This immediate interaction elevates the overall brand experience, as people actively participate. Marketers can swiftly respond to player feedback and preferences, utilizing this feedback loop to their advantage.
4. Profit Potential: Social media game developers employ a variety of business models, including pay-to-play and microtransactions, to generate revenue. This diverse range of monetization strategies holds significant profit potential for brands in the social gaming marketing landscape.

Research has consistently shown that integrating gaming platforms into marketing initiatives can yield benefits such as increased user engagement, heightened brand awareness, and enhanced user activity. “Social gaming” refers to a specific category of online gaming that melds elements from traditional video gaming and social media. Here are some essential approaches to consider:

1. Collaborate with Influential Streamers and Emerging Gamers: This strategy is widely employed in competitive online gaming. Brands can utilize streaming platforms to launch advertising campaigns during events and competitions, targeting both active participants and passive viewers. Many brands leverage this approach by partnering with prominent figures in their respective fields to promote their products in unconventional ways, such as through live broadcasts and product placements.
2. Implement a Branding Strategy: Subtly incorporate brand elements like logos, colors, and slogans into gaming applications. The art of discreet branding can heighten brand recognition and create a cohesive user experience. For instance, McDonald’s once created a virtual farm within the online game Farmville, where players could tend to tomato and mustard patches in exchange for McCafé points. These points could then be used to purchase in-game items or enhance the productivity of the player’s virtual farm. Additionally, players could download a McDonald’s-branded hot air balloon to soar over their farms for a day.
3. Develop Custom Games: Some businesses have taken the innovative approach of creating their own applications and games to distinguish themselves and offer unique experiences to their target audience. This approach also holds the potential for generating revenue for the company.

By strategically integrating social gaming into your marketing efforts, you can tap into the benefits of enhanced user engagement, increased brand visibility, and more active user participation.