Gaming should be “top of mind” for all brands. There are 2.7 billion gamers worldwide, and 37.1% of young gamers are 21-25-years-old, while 62.3% are under 35-years-old—so for brands focused on youth, it’s a space that can’t be ignored. Most young gamers are not consuming much linear TV—but there are innovative ways to reach them. Take it from Nike, who teamed up with Travis Scott for a successful in-game virtual Fortnite concert in April, or Warner Bros., who debuted the trailer for their upcoming film Tenet on the same platform. Some other ways that brands are playing with gaming marketing: Puma released Need for Speed-inspired shoes, and Mario Kart introduced Mercedes-Benz vehicles. While energy drink brands like Red Bull and Monster have a long history with gaming marketing, increasingly more surprising brands are making gaming and esports efforts as well. TikTok is also increasingly focusing on gaming, as more users post game clips, highlights, and news—and livestreaming capabilities are reportedly on the horizon. (The Drum, Digiday)
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