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There is a crucial element in the market and it is the one that has to do with the way brands get involved with the consumer.
Important characteristics have been defined in the market, which have to do with the importance of consumption today.
Gaming advertising has become an opportunity for consumer identification in creative moments.
There are today in the market advertisingopportunities that have become central in the identification with the consumer in the midst of increasingly important experiences with scenarios such as the gaming.
This importance has been assessed in experiences and has become an opportunity to understand the value of integrating a brand with the consumer.
Juan Jose Moreno, PR Manager Riot Games Latin America, explain to Market2.0 how this advertising scheme works and the value that there is in the market with authentic ideas in what is communicated through video games.
Merca2.0 – How do brands fit into the advertising units of the gaming industry? Are there particularities by country or are they the same throughout LATAM?
Juan José Moreno – More than particularities by country, more and more brands understand that the gaming community in the region is huge and that communicating with it requires certain channels or messages that connect with this particular audience. In recent years, more non-endemic brands have been given to the world gamer they come to us for collaboration and trust us as industry leaders to find the best way to position their brand in our gaming community. Riot Games works closely with its allies so that these messages are suitable for the community, some brands seek the general gamer audience and others seek to get even closer based on the profile of the different users of the games and each brand. that we drive
A very clear example is the brands that want to connect with the gamers since the esports such as Puma and the collaboration with the LLA or Tiffany with the Summoner’s Cup; and others that seek to do so from the lifestyle such as the Uniqlo clothing collection.
Merca2.0 – What distinguishes LATAM gaming from other parts of the world?
JJM – Although the community gamer global shares several characteristics in common, Latin America is a relatively young market with a lot of growth potential, the diversity of devices with which fans play in the region is also very wide, as well as their preferences in the types of games. A large part of the community consumes esports from the region itself and from other regions without necessarily being players, this diversity extends to the consumption of content in streamingwhich is not limited only to the Spanish language, so Latinos represent a significant percentage in the audience of content creators from other countries such as Spain or the United States.
Merca2.0 – What traditional advertising methods did gaming adopt and what new methods have been created in this niche?
JJM – From Riot Games As the most gamer-focused company, we track how our community communicates and consumes content; in addition to traditional channels on-line and offline to position the brand, we know that for our fans It is very important to be in contact with content creators or specialized sites, in addition to the fact that our own communication channels have become a benchmark for making our messages known. Without a doubt, it is key for us to be constantly in contact with the community of players, be it online (social networks, discordcontent creators) or offline (own or industry events).
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