Video games are becoming more accessible, with the most prominent developers publishing more cross-platform titles. Before this change, the video games designed for gaming PCs were unplayable in gaming consoles. Today, however, gamers can enjoy the same graphically-demanding games on different platforms.
Because video games are now easier to get a hold of, playing is no longer exclusive to young people. While most players belong to the 18 to 34 age demographic (36 percent), 6 percent are 65 years old and older.
With the increasing popularity of video games, marketers must be able to capitalize on the growing number of interested audiences. Here are four simple tips to help video game advertisers elevate their digital marketing strategies:
Look for Your Target Audience
Countless digital tools can help you identify your target audience. With these tools, you can easily understand and develop the appropriate campaign that will resonate with them.
Now that there are 5.19 billion people on the internet, blasting everyone with an ad may not be effective. This is true not only for video game marketers but for all types of advertisers.
For example, telling 100,000 internet users that you have iPhones for sale when only a tiny fraction of that audience needs a new phone may not be a wise use of your capital.
This example shows why understanding your target audience is crucial. Promoting your game means marketing to a group of people interested in what you have to say.
Create a Fun Online Community for Fans
One way to promote your game online is by creating a community of people excited about your new offering.
You can use different social media platforms to showcase the game to potential fans. Once you have enough followers, keep them engaged and encourage them to interact with each other. Publish memes, short gameplay clips, and other content to get them excited and encourage interactions.
Posting high-quality content may even help you go viral, potentially attracting millions of interested players. As your hype train gains more momentum, you should build a community around the upcoming release of your video game. You can also start a Discord server for the game, providing fans with a space to hang out and chat.
Focus on Selling the Unique Elements of Your Game
Regardless of your marketing channel, you must focus on the unique elements of your new game. Think about what makes it unique, and highlight this factor.
Take Lies of P, for example. Developed by Round8 Studio and Neowiz Games, this souls-like game got the attention of FromSoftware fans looking for a new challenge after Elden Ring. Before its release in September 2023, Game Rant published an article highlighting how Lies of P differs from other Souls games.
Unlike the other popular titles from FromSoftware, Lies of P, which is inspired by Pinocchio, has a lying dialogue mechanic that can affect the game’s ending. By emphasizing a game’s unique aspects, you can pique the interest of potential players and set yourself apart from the competition.
Work With Gaming Influencers
If you have the budget, consider reaching out to gaming influencers. These include YouTubers, Twitch streamers, and journalists who have shown interest in the game you will release.
The secret to successful influencer marketing is finding the right person to promote your video game. For example, if you publish an independent horror game, work with horror game streamers like Gab Smolders. She is known for playing horror titles on her YouTube channel and live-streaming games on Twitch.
If you release a first-person shooter game, you can work with streamers playing Call of Duty (CoD), Counter-Strike (CSGO), or Valorant. You can work with more popular streamers if you have a big budget. Otherwise, you can partner with micro-influencers who have fewer followers but still have enough to drive attention to your game.
You can provide influencers a free copy of your game or give them early access. This way, they will have an easier time promoting your new title.
These four simple strategies can help you develop an effective online marketing campaign for your new video game. Keep them in mind, and your new game will get the attention it deserves.