This episode explores the evolving digital landscape and how brands can plan and leverage emerging trends—specifically in the gaming sector—to maximise their impact in 2024 and beyond. The speakers highlight the immense potential of gaming and Esports as dynamic platforms for brand engagement and business growth.

Key Points Covered:

1. Gaming and Marketing Case Study:

   • The session opens with a detailed case study about Pringles, which used a creative marketing campaign to introduce a virtual character named Frank into real-world streaming events. This activation, which saw a fictional character interact live with a Twitch Ambassador, led to a 25% year-on-year sales increase, illustrating the power of authentic integration and community engagement within the gaming world.

2. The Scope of Gaming and Esports:

   • The gaming industry, currently the fastest-growing entertainment category, is surpassing traditional sectors like Hollywood and music. In 2022, the industry generated $1.4 billion in revenue, which is expected to quadruple by the end of the decade.

   • Esports events now often draw more viewership than traditional sports tournaments like Wimbledon, showcasing the competitive potential of the sector.

3. The Gaming Market in Ireland:

   • The speakers discuss the growing momentum of gaming in Ireland, highlighting local initiatives such as the establishment of an Esports Academy in Cork and the Esports Broadcasting Center supported by Riot Games. Additionally, brands like McDonald’s and Munster Rugby are actively engaging with the gaming community through sponsorships and events.

4. Understanding the Gaming Audience:

   • Gaming in Ireland is significant, with 1.1 million adults participating regularly. This audience is not homogenous; it includes various segments like casual gamers, achievement-based gamers, and socially driven gamers, all engaging through different devices and platforms.

   • This demographic is also heavily digital, with a strong presence on platforms like Reddit and Snapchat, and a preference for non-ad funded video sites.

5. Challenges and Misconceptions:

   • Some misconceptions about marketing in gaming include beliefs that gamers are not receptive to ads or that the process is complex. The speakers dispel these myths, showing how strategic in-game ads can offer high viewability and attention rates, as well as opportunities for deep audience engagement.

6. Gaming as a Solution to Advertising Challenges:

   • With declining linear TV consumption among younger audiences and the increased use of ad-blockers, traditional advertising strategies are less effective. Gaming offers new, immersive ways to reach these audiences in environments where they are highly attentive and engaged.

7. Effective Marketing Strategies in Gaming:

   • Brands can start with low-barrier entry approaches like in-game ads or develop a comprehensive gaming strategy that involves nuanced platform integration and content creation. Authenticity and community support are key elements for success.

8. Future Steps:

   • The session concludes by recommending that brands either incorporate gaming into their media plans or create a full-fledged strategy to effectively connect with gaming audiences in meaningful ways.

This episode emphasises the importance of embracing gaming as a powerful tool for brand engagement, providing numerous examples and strategies to inspire marketers to tap into this rapidly growing ecosystem. The speakers encourage businesses to think beyond traditional media, highlighting the creative and commercial potential of gaming and Esports to deliver substantial business outcomes.