Does advertising within video games work?

In recent years, the gaming sector has grown significantly, thanks mainly to continuous technological developments and some particularly successful remakes, which have attracted even more users to this already very popular industry. The market now features more and more titles created with substantial resources, characterized by sophisticated storylines that tackle complex themes in non-obvious ways, including well-developed characters with whom players can often connect. It is no surprise, therefore, that many brands have started to target this field with tailored marketing strategies, turning the gaming sector into a privileged channel for reaching out to new generations.

For example, a little over a year ago, within the universe of Fortnite, a new fuel from Shell was advertised through a specific map, requested and promoted by the oil company itself. The initiative doesn’t seem odd when considering that the game – probably the most famous of recent years – has around 25 million daily unique users. Furthermore, Fortnite, thanks to past collaborations with fashion brands and musical artists, is now considered a platform where pure entertainment and marketing sometimes manage to merge, generating products that remain interesting. Shell's project involved offering various circuits where players could race with their vehicles, with the inclusion of various fuel stations. However, the campaign sparked considerable debate, as the company is one of the most polluting in the world. But in some ways, Shell’s objective was precisely to get people talking, particularly targeting Gen Z users – the consumers (or customers?) of the future – and attempting to present itself as a brand with a reputation that’s not as negative as one might think.

How do you do marketing in a video game?

More and more companies are aware that to reach Gen Z, traditional advertising is not enough. Today’s young people avoid conventional promotions, skip YouTube ads, block banners: all in favor of experiential sponsored content. Video games offer exactly that: they are universes where the audience can engage in immersive gameplay and interact with other users. It didn’t take long for brands to realize that realities like Fortnite have become the ideal ecosystems to try to capture younger users. How? Without interrupting their gaming experience, but enriching it. The Heinz brand of sauces, for example, used Fortnite to raise awareness among users about the increasing difficulties of farming. The famous flip-flop brand Havaianas, on the other hand, took a more relaxed approach by creating an island within the game that mimicked the shape of its most famous sandal. Then there is the case of telecommunications company O2, which recreated its namesake concert arena in Fortnite, where users can even follow live performances.

The advertising market within video games has expanded immensely over time, to the point that it is estimated to reach a total value of 17 billion dollars by 2030. In fact, there are many ways to advertise within the gaming sphere – from buying billboards within the game universe to creating complex extensions aimed at promoting a specific product. The phenomenon of esports has also seen strong growth, helping bring big brands closer to the video game industry. High-level competitions, in fact, attract large audiences, creating new promotional opportunities for brands. Shell itself was one of the main sponsors of a major European tournament focused on League of Legends in 2019 – one of the most popular titles in the sector. In general, large companies have understood that the success of marketing in gaming is not just a passing trend, but a sign of a profound change in the consumption behaviors of Gen Z.