Video games are a $130 billion industry that shows no signs of slowing down. Gaming is set to flourish even more if rival forms of entertainment (film, television, and sports) come to a halt as a result of COVID-19.
Indie developers, esports teams, and industry giants (think: Nintendo) have a huge window of opportunity to build their audiences right now. And mastering social media for gamers is the first step. Every time there is an E3 or a Nintendo Direct, social media goes crazy. Meanwhile, Twitch streamers and esports celebrities have some of the most active social media followings.
Indeed, Twitter has its own gaming-related trending category. Furthermore, Twitter discovered that 1 billion tweets concerning gaming were sent in the first half of 2020 alone. But how can you join in the fun? What does it take to grow a gaming following using social media? These are excellent inquiries! Our step-by-step guide on social media strategy for gamers explains everything.
Different ways to take your video game marketing to the next level
It’s no secret that social media has the power to turn a modest studio or game into a worldwide sensation. It’s happened before, with Fortnite, and more recently, with Fall Guys. The more players and streamers who share video of your initiative, the more likely it will gain traction.
But, before we get into the details, keep in mind that video game marketing isn’t a one-size-fits-all proposition. Rather than attempting to duplicate the success of a certain game or team, it is critical to develop a holistic social strategy that is appropriate for your target audience.
Gamers, in general, are digital natives who are constantly online. According to a 2019 GlobalWebIndex analysis on Twitter usage, 55 percent of gamers check in on the platform on a daily basis, and 68 percent explicitly do so to keep up with gaming news and trends, according to Twitter Insiders study. They’re up on the latest memes and trends while also reflecting a younger generation (note that 59 percent of gamers are under the age of 34).
With that in mind, let’s take a look at how to master gaming social media one step at a time.
1. Emphasize live events like streaming, announcements, and competitions.
Livestreaming’s success is well-documented, with Twitch averaging millions of daily viewers. Gamers are always on the lookout for fresh material to try out, ideally in real time.
That’s why so much of gaming social media is focused on building anticipation. Building anticipation, after all, gets people talking (and ultimately tuning in).
Let’s have a look at a few examples. Take a look at how Bethesda is promoting their upcoming digital #QuakeCon, which will feature a number of panels and livestreaming events.
2. Collaborate with streamers and up-and-comers in the gaming community.
It makes perfect sense for people in the gaming industry to partner with streamers and gaming celebrities, just as influencer marketing is all the rage with businesses today.
This not only introduces your business to a new audience, but it also gives your marketing efforts a face. It may sound self-evident, but video game marketing should be enjoyable. A simple approach to achieve this is to highlight people who are having fun with your game.
Partnering with gamers has the extra benefit of allowing you to locate a good fit for your organisation without having to dig too deep. Gamers, like you, are hungry to expand their brands.
Similarly, streamers are less likely to work with studios that aren’t a good fit for their audience, giving your partnered promotions a much-needed air of authenticity.