If we start to analyze the new generations, we will find that seven out of 10 Latin Americans consider that video games are the best entertainment format, surpassing social networks and streaming; Even globally, gaming is one of the fastest growing industries with a market of 184 billion dollars globally and in Latin America it ranks third with the largest number of users worldwide. It is no secret to anyone that these figures are due to the new generations of digital natives who find, in addition to a moment of fun, a socialization and marketing facilitator.
The most popular online video game platforms are Roblox, Epic Games, Minecraft, among others, which daily have a reach of players that exceeds 65 million users, approaching numbers that many of the platforms such as Spotify, Meta or YouTube could reach and this has allowed us to see that these platforms are becoming direct marketing channels to the GEN Z and ALPHA audience, which 80% are video game enthusiasts and also have many advantages over the incorporation of new technological tools that today seek to implement augmented reality, virtual reality and metaverse.
Videogames are shown to be one of the marketing channels with the most future because, in addition to incorporating new technologies, they are also a center of creativity, culture, education, commerce, and community. For example, the Roblox platform is seeing its potential to become a global platform and has begun to create the first department of “partners” or partners, in which it seeks to bring together gamers and brands to give them access to advanced data tools and educational materials, as the main social media platforms have today with their users.