It’s a long established belief that word-of-mouth is the most effective form of marketing. Advocacy goes a long way in convincing someone to purchase a product – and the $4 billion growth of the influencer marketing industry in 2021 alone is a testament to that.
Now, aside from paid promotions, do you know what creates the best advocates? Someone who loves your brand and believes in your product, which isn’t necessarily an easy “someone” to find. Creating loyalty with an audience requires authenticity, understanding, and connection.
And creating an authentic connection built on understanding requires knowing more than simplistic metrics like numbers of clicks or total sales.
Gaming is no exception to this.
Last year, Twitch saw a 31% increase of concurrent users, and Discord was reported to have over 150 million monthly users. As these statistics indicate, the gaming ecosystem is large, and gaming audiences and communities are growing larger every year.
Through these platforms, gamers interface around what they’re playing — or watching others play — naturally discussing the brands they love, the interactions they have with companies, and why.
This is important for any marketer considering gamers as an audience (which all marketers should). While impulse buying based on appealing cover art or a dynamite game trailer will always be a thing, gamers are also notorious for researching before they buy.
Whether looking at YouTube reviews, chatting on Discord, browsing forums, or streaming walkthroughs on Twitch, players are looking to ensure that the next experience they dive into promises to match or outshine the last epic RPG they finished – or delivers the same engaging online play and community as their favorite MMO.
Don’t take just our word for it. Take the word of the gaming community itself.