4 minute read
Who is a "gamer," and what does the average person think about when they hear that label? Some might think of people who spend hours playing World of Warcraft or Call of Duty online. Others might think about people who choose to explore strange new worlds virtually instead of choosing to traverse the great outdoors. And while people of all ages can fall into one or more of these categories, there is so much more to people who play video games than a simple definition implies.
Gaming is a popular pastime for a diverse range of people and can be found rooted in almost every aspect of society. And yet, there is also a certain beauty in gaming in that there is no particular type or group that fully encompasses what being a "gamer" means to the entire gaming community.
What truly sets gamers apart from everyone else are the details hiding in plain sight. How gamers treat the games they love is how they often treat their real lives — with a level of dedication, passion, and a sense of community.
For gamers, there is no greater thrill than immersion. From casual gamers to professional gamers alike, they want to feel like they're a part of the game, a part of the story, a part of the saga. Breaking this immersion through interruptions in the gameplay experience can impact the enjoyment and escapism that gaming provides.
This is the challenge and opportunity for brands who want to speak to gamers. For brands, it's crucial that they understand the gaming audience and the gaming experience so that they can complement it rather than disrupt it.
One way to unlock the relationship between gamers and brands is to understand that it's a two-way street. It requires an empathetic and authentic connection for both gamers and brands to benefit, to learn what gamers want and need from their preferred products and services and how they complement the dual nature of the average gamer's life. And to do it organically in a way that feels natural and respectful of their time and attention.
Gamers love engrossing themselves in their favorite games, exploring every nook and cranny of the virtual world. They also love sharing their experiences with others, whether streaming their gameplay online or chatting with friends about their latest exploits in online games. This passion for gaming helps to create a strong sense of belonging across gaming communities worldwide, which can be beneficial in many ways.
Passionate gamers are often quick to offer help and advice to others struggling with a particular game. This sense of camaraderie can also lead to lasting friendships, as well as opportunities to collaborate on creative projects. When gamers are not playing games, they're likely talking about games, reading about games, or watching videos of games. Gamers love to share their interest in gaming with others through online forums, social media, or in-person events.
Gaming is also a gratifying hobby. Gamers work hard to improve their skills and are constantly pushed to their limits. The sense of accomplishment that comes from finally defeating a demanding boss or completing a complex puzzle is unparalleled. For many gamers, this everlasting sense of adventure isn't just a hobby; it's a way of life.
The gaming community is vast and diverse, with people from all walks of life coming together to share their love of gaming. They represent a unique audience group with their own behavior and expectations. For brands and marketers, the key to activating effectively in gaming is to better understand the gaming audience — what motivates them, engages them, and excites them.
While awareness of the diversity of gamers is increasing, there remains an opportunity to understand better the full depth of female gamers, including their behaviors, motivations, and habits.
Unlike traditional advertising, in-game advertising allows marketers to reach their audiences where they are most engaged and active, making it a more dynamic and flexible form of marketing.