The Inside Scoop on How Gaming Companies Get You to Buy Their Stuff

The major players in the video gaming industry cast a large shadow. They represent the majority of sales in a nearly $200 billion-a-year industry. Standing out from the crowd and capturing the attention of gamers is both an art and a science.

It’s all in the marketing. Getting the consumer’s eyes on your product. No one cares what you have to say. You have to show people why your game is great. And that’s what the big dogs do.

Here are the strategies used to generate buzz, build a loyal following, and drive sales.

How Activision Successfully Promotes Call of Duty

Call of Duty has been a dominant game franchise for over two decades. The marketing strategies are nothing short of brilliant.

Every spring, the title of the next game is announced. The company slowly builds hype throughout the spring, summer, and fall, with a release every year in late October or early November.

Consistency is key. It’s a rinse-and-repeat thing for them. Hardcore COD fans know when information is coming out and when the game will be released. Let’s explain how Activision uses tactics and how the fanbase stays informed.

• Creating Limited-Time Events: Activision often creates limited-time events, such as double XP weekends or holiday-themed updates, to entice players to continue playing and purchasing DLCs.

• Partnering with Influencers: The biggest names on Twitch and YouTube play Call of Duty. FPS games are some of the most popular titles in the world. Playing this title promotes both the game itself and boosts the streamer’s viewership.

• Using Social Media Effectively: The Call of Duty franchise has a strong presence on social media platforms, regularly posting updates, teasers, and trailers to keep fans engaged.

• Leveraging Cross-Platform Play: Yes. The battle of console vs. PC gamers will rage on for eternity. But Activision has taken steps to help make sure friends can game together, regardless of their chosen hardware. Activision has made sure to leverage cross-platform play in its marketing.

• Investing in High-Quality Trailers: COD trailers can be described in one word: Cinematic. Activision consistently releases high-quality trailers that showcase the game's graphics, story, and gameplay. Their YouTube channel currently has 7.5 million subscribers.

  
  

That’s great for Activision, but what about smaller game companies who don’t have a multi-billion dollar franchise? How do they compete?

Leveraging Social Media Influencers

If you’re a small or medium-sized gaming company, you have to fight for your share of that $200 billion pie.

Influencers have become key players in the marketing game. With millions of followers on platforms such as YouTube, Twitch, and Instagram, influencers hold significant sway over their audience's purchasing decisions.

This influence extends to the gaming community, making them valuable partners for promoting video games.

Finding the Right Influencers for Your Game

You don’t need top-tier streamers to promote your product. They’re expensive.

Instead, go for smaller streamers whose viewership comprises mainly real-life friends and family. These viewers are likelier to purchase your game to play with the streamer.

Collaboration and Authenticity

Collaboration is key when working with influencers. Allow them creative freedom to showcase your game in a way that resonates with their audience.

This authenticity makes influencer marketing so effective – followers trust their opinions and recommendations.

Creating Engaging Game Trailers

The saying "a picture is worth a thousand words" holds true for video game trailers.

The first glimpse of your game is often through its trailer, making it a crucial component of your marketing strategy.

Magic the Gathering has long been known as a tabletop TCG. While the game and tournament structures have always generated revenue, Wizards of the Coast wanted to make its online game more video-game-like.

They released MTG: Arena in 2019, with trailers showing animations and an exciting music score to go with it. The release was followed by a new tournament structure that promoted streamers of the new product. It was a huge success.

Show Gameplay Footage

While cinematic trailers can be visually stunning, showcasing actual gameplay footage is important. This gives viewers a taste of what they can expect and helps them determine if the game interests them.

Use Music and Sound Effects

Music and sound effects create an emotional connection with your audience. Choose music that complements the visuals, and consider using sound effects to highlight key moments in the trailer.

Engaging with Your Community

Building a strong community for smaller studios plays a huge part in success. Actively communicate with your audience through social media, forums, and live events.

Soba is a great example of a small studio with a strong community focus. The no-code game-making platform places a heavy emphasis on content and education. This allows them to show their users how to use their platform more effectively, making it a better experience for all.

They also spend a lot of time on their YouTube channel and social platforms. There’s also an emphasis on SEO as it will lead to a lot of organic, highly-targeted traffic coming their way.

Steam Is Your Friend

Steam isn’t just a marketplace. It’s a gaming mecca. Regularly update your game's community hub with development progress and engage with players in the forums. Show a genuine passion for your product and its users. It shows transparency and helps build a loyal following even before the game's release.

Host Giveaways and Contests

Everybody loves free stuff. Hosting giveaways and contests generates buzz for your game and rewards your audience, fostering loyalty and engagement.

Attend Gaming Conventions and Events

Attending gaming conventions and events is a great way to showcase your game to a larger audience. It also allows for face-to-face interactions with potential players. But what is the most impactful is building brand awareness of your product.

Find Success With Great Marketing

The triple-A gaming companies have their marketing game on point. They’ve got huge budgets, and they know what to do with them. Smaller companies have their work cut out for them to compete. They have to combine creative and strategic efforts.

However, by leveraging the power of social media influencers, creating engaging trailers, and actively engaging with their communities, they can build a buzz around their products too.

While every approach has its unique advantages, the key is to maintain authenticity in every interaction to build trust and credibility with your brand and product.