Gaming as an industry has experienced unprecedented growth in recent decades, becoming one of the most influential and lucrative sectors globally. 7 out of 10 Latin Americans of Generation Z consider that video games are the best form of entertainment. Mexico, Brazil and Colombia are the main markets that consume video games in Latin America; It is important to highlight that in Latin America there are at least 261 million active gamers.
Gaming, more than a trend, is a reality that is growing. And every day it gains greater presence and relevance in the lives of Latin Americans. According to a study done by EssenceMediacom, 41% of people play more than an hour a day on their cell phone. Likewise, the consumption of spaces linked to gaming is approaching traditional media such as magazines, newspapers or radio.
Gaming clusters in the Latin industry
According to the EssenceMediacom study, Latin American gamers have specific preferences and behaviors that have shaped the market, identifying four clusters in the region, which have a different approach in the gaming space:
Hardcore Gamer
It is an audience that considers video games as a very important part of its life, and actively follows this category.
Mid-Core Gamer
He is a big fan of video games, and these are an important part of his entertainment and routine.
casual gamer
He is a person who plays video games sporadically, as a secondary hobby.
Viewer
They are people who are interested in the gaming world and like to see how other people create content around it.
Video games and brands
In Latin America, brands are finding communication opportunities in gaming. Thus, we find that 62% of players are willing to see advertising for some reward in the game and 36% have a better perception towards brands that have ads in these platforms compared to people who don’t play. This is why this type of platform becomes a relevant space for the active presence of brands.’
To get the most out of gaming, the executive explains, it is important to identify some key aspects so that they can begin to use these spaces within their strategy, such as:
Define the target and know it in depth
Know the audience, know how they express themselves to use familiar language, keep in mind characteristics such as their age, tastes and in what areas of gaming they are present.
Create personalized and varied content
To achieve good results, attractive content must be created, considering everything from the orientation of the screen of each game to the duration of the videos.
Advertising should be as organic as possible
It must be minimally invasive to the gaming experience, it must be introduced in a way that does not negatively impact the game.
It must be specifically designed for the gaming territory
Video games have a series of unique characteristics, which is why it is not enough to reuse advertising material intended for other platforms, it must be designed based on each game.
Gaming is not just a gaming platform, but an entire digital ecosystem that maintains the loyalty of players and for brands a captive and receptive audience that values their support.
Marien Castaneda Publicist and Marketer with experience in Research and Consumer Insights. I facilitate business decisions through data analysis. Promoting brands with knowledge and strategy.