Considering Brand Placement in Games? Here’s What to Know from a Gaming PR Perspective
The gaming industry is thriving with a large and dedicated audience, making it attractive for brands looking for new game advertising opportunities. Brand placement allows real-life products to seamlessly fit into video game environments. However, companies must approach this arena with a gaming PR strategy to succeed.
Advantages of in-game branding
The allure of brand placement in games is undeniable. A company’s product could be wielded by a beloved hero, displayed on billboards within a bustling virtual city, or even seamlessly woven into the narrative itself. This level of integration offers several advantages.
Reaching an engaged audience
Gamers are a passionate and engaged bunch, spending significant time immersed in interactive worlds. This captive audience offers brands direct access to a specific demographic often difficult to reach through traditional channels.
Crafting an immersive experience
Brand placement differs from passive advertising as it integrates products into the gameplay, fostering a genuine and memorable brand association. For instance, players may be seen driving a branded car in a racing game or using a particular energy drink to restore their character’s stamina.
Building positive brand associations
When done right, brand placement can forge positive brand associations through fun, interactive experiences or integration with well-liked characters and games. Think about the warm and fuzzies associated with a character enjoying a specific brand of soda after a victory.
Harnessing the power of social media
Gamers are known for sharing their experiences online, creating potential for organic brand exposure and buzz. A well-placed product used by a popular streamer could ignite viral discussions and positive sentiment.
Maintaining authenticity
Shoehorning brands into games disrupts the game itself and alienates players. Ensure the brand aligns with the game’s theme, values, and aesthetic seamlessly. A historical strategy game featuring a neon energy drink game advertisementwould just be jarring for the players.
Avoiding negative associations
Games aren’t immune to controversy. If the game receives negative press or criticism, the associated brand can suffer collateral damage. Careful vetting of the game, its content, and its audience is crucial.
Targeting the right audience
Not all games attract the same players. Misaligning the brand with the game’s demographic can lead to wasted resources and missed opportunities. Research the game’s audience and ensure it overlaps with the target demographic.
Ensuring seamless integration
Clunky or intrusive placements can disrupt the game itself and harm brand perception. Strive for an organic integration that enhances the game, not disrupts it. A billboard awkwardly placed in the middle of a scenic vista wouldn’t really work, for example.
Thinking long-term
Companies need to consider the brand placement’s longevity. They should think whether the placement will resonate with players over time, or become outdated quickly. Opt for placements that complement the game’s core themes and have lasting appeal.
Navigating regulations
Some countries have specific regulations regarding product placement marketing in games. Be aware of and comply with all relevant regulations to avoid legal hassles.
Understanding public perception
Gauge the public’s perception of brand placement in games. While some gamers are receptive, others may find it intrusive. Transparency and ethical execution are key.
Partner with experts
Collaboration with agencies specializing in gaming and brand placement can ensure a successful campaign, leveraging their expertise and industry knowledge.
