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Title: Embracing the Gaming Esports World: Insights for Inspired Digital and Hybrid Activations
By Wayne Leonard, Vice President, Account Director – Gaming Esports at GPJ Singapore
At George P. Johnson GPJ, we have a two-decade-long passion for gaming and esports. This realm of fan engagement has been instrumental in shaping our industry's landscape, with an unparalleled affinity for passion across global boundaries. As the world embraced digitalization this summer, we've unearthed valuable insights from this vibrant ecosystem that can ignite new ideas for your forthcoming digital or hybrid activations.
Firstly, let's set a stage for why your attention to gaming is indispensable:
Gaming Universe:
Global Reach: With an estimated 2.7 billion gamers worldwide – that's one-third of the global population.
North American Niche: 210 million gamers call North America their digital playground.
Economic Powerhouse: The $159 billion industry valuation, ranking it as a robust sector resilient to economic downturns.
Gaming GDP: If gaming were a country, its GDP would place it at an impressive rank of 56 globally.
To illustrate the sheer scale:
Steam Phenomenon: A single month on Steam can attract nearly 25 million concurrent users – akin to witnessing a Super Bowl audience every four days.
Animal Crossing: New Horizons: Post-launch, this game surpassed 22 million units sold in mere six weeks. At a price tag of around $60 per unit, it has already crossed the billion-dollar mark in sales.
Fortnite's Gigantic Growth: With a peak of 350 million users and accumulated 3.2 billion hours of gameplay alone during April, it boasts an unmatched digital footprint.
Why Gaming Matters to Marketers:
Gaming transcs being just about games; it's entertnment reshaped through shared experiences:
Watching is as Significant: Half of gamers report that watching gameplay and gaming content feels akin to consuming traditional TV entertnment. This opens a vast avenue for engagement.
Spectator Sports Emerge: Traditional sports were momentarily disrupted during the pandemic, but esports thrived in their absence. Leagues like NHL, NBA, Formula 1, and NASCAR shifted towards digital platforms, with professionals competing as themselves agnst real-life rivals.
A Case Study: NASCAR Digital Race: An unconventional yet fascinating example was NASCAR's digital race televised on Fox Sports FS1, drawing nearly a million viewers despite the lack of live crowd and fuel scent. Even without traditional spectacles, it managed to captivate audiences.
The heart of gaming’s allure lies in its unique capability for fostering connection:
Achievement and Escape: Gamers come to this world seeking challenges and escapism.
Camaraderie and Belonging: Multiplayer online games bring together players who may never meet in person, unified by shared experiences, teamwork, and a sense of community. The conversations and connections within gaming are unparalleled.
The Power of Gaming for Engagement:
Gaming has become a medium where brands can effectively tap into the passion of their audiences:
In :
Gaming is about connection, making it an unparalleled form of entertnment that transcs barriers between players and brands alike. Our exploration into gaming’s landscape highlights pivotal insights for your consideration:
Embrace the Gaming Spirit: Harness the passion and lifestyle that gaming fosters.
Leverage Connections: Amplify shared experiences through digital platfor build communities.
Innovate with Digital: Explore hybrid activations that bl physical and digital worlds.
Further Reading:
For a comprehensive guide on leveraging these insights, download our white paper titled Esports and Gaming: The New Frontier.
Contact us for more information or to collaborate on your next gaming-themed activation. Together, let's unlock new dimensions of connection and engagement.
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This article is reproduced from: https://sg.gpj.com/2020/08/07/the-gaming-and-esports-playbook-part-1-the-gaming-universe/
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Gamings Global Economic Impact Esports and Traditional Sports Comparison Innovative Gaming Activation Strategies Connecting through Virtual Esports Events The Appeal of Multiplayer Online Games Gamings Resilience During Pandemics