Agencies like Druid and 3C Gaming rely on platform knowledge and attract customers for advertising during games
Advertising in the gaming environment is nothing new. But it is on the rise and brands are entrusting their strategies to agencies specializing in the subject. And also the traditional ones. In Brazil, it is no different. Advertising professionals, such as Claudio Lima, former vice-president of creative at Ogilvy Brasil, for example, opened Druid Creative Gaming, which is already at the service of brands such as Samsung, Estrela Bet, Sanofi, O Boticário, Fortnite, Tupi and Itau bank. 3C Gaming serves Bradesco. The global games market estimates that annual revenues could reach US$212.4 billion by 2026. In Brazil, the share is already robust: US$ 2.3 billion. Advertising gets at least 10% of these resources. With a growth trend.
After all, this is an audience that stays connected to the screens of their devices for at least seven hours a week. And they are consumers from an economically high niche, mainly those from generation Z, who do not see age conflicts, but rather the passion for electronic games. Advertising in games like Fortnite, GTA, F1, Call of Duty, Minecraft, League of Legends and Cross Fire requires subtlety. It is not broadcast like traditional channels. Content needs to have context, language and synergy. The energy company Tupi hired Druid Creative Gaming to promote the ‘Grand electric auto’ action in partnership with dozens of streamers, to get closer to this audience through games.
“Brazil is a country where electric mobility is beginning. And to further popularize this technology with young audiences, the game makes perfect sense. Because every gamer already drives electric in their favorite games. Furthermore, the gaming public is one of the most adept at new technologies, so it makes perfect sense for a company like Tupi to popularize electric mobility in partnership with the main streamers and games on the market”, says Claudio Lima CEO of Druid.
Read the full article in the June 17 edition of propmark
(Credit: Photo by Florian Olivo on Unsplash)
