The 13th edition of the Brasil Game Show (BGS), the largest games fair in Latin America, ended yesterday, after seven days of intense and varied in-person programming. The great moment of celebration for the gamer community was also the opportunity for 400 brands present at the event to communicate and connect with the gamer audience. An estimated 400,000 people visited the fair.
The event is increasingly consolidated as a business platform that goes beyond game brands, involving a diverse and growing audience. According to the Game Brazil Survey (PGB) 2022, three out of four Brazilians play electronic games. The market grew by 2.5 percentage points in the number of players compared to the previous year. The survey concluded that 74.5% of the sample of the Brazilian population claims to play games, in the study released last May, which heard 13,051 people in 26 states and the Federal District.
In addition to being large in number, the gamer audience has unique characteristics: they are fans, passionate and faithful. Therefore, the participation of a brand in a fair the size of BGS usually represents the beginning of a lasting relationship with a new consumer..
Connections beyond the event
“The BGS team works towards the brands’ objective, always seeking to build a long-term history of them with their audiences. The gamer audience is a fan, passionate and extremely loyal”, said Marcelo Tavares, founder and CEO of BGS, in an interview with LIVEADS #175, from ADNEWS, which aired in July.
Diversification is another important feature to build stocks and activations in this market. “It is important to understand that this is an increasingly diverse audience; they are men, women, adults and teenagers, more or less aficionados, who play on more than one platform than on others”, says the founder of the fair.
The Game Brasil survey shows that the middle class represents 62.7% of the electronic game audience in the country and that smartphones are already the preferred platform of respondents, with 48.3%. Men prefer consoles and computers, with 63.9% and 58.9%, respectively, and women are mostly on smartphones, with 60.4%.
Games, popular at all ages, predominate in the age group between 20 and 24 years old, with 25.5% of users, followed by teenagers, from 16 to 19 years old, with 17.7%.
We talked to four major brands exhibiting at BGS 2022 who carried out activation actions during the fair, two of them debuting at the event.
These are projects developed jointly by the teams of the exhibitors and the event’s organization, in which the objectives of the brands are often aligned with successful content, which already exists within the program.
The brands took stock of how they connected with the powerful gamer audience and how was the experience of participating in the largest games fair in Latin America, which ended yesterday, October 12, in São Paulo.
Bauduco
Bauduco made its debut at BGS by sponsoring one of the most outstanding events in the program, the cosplayers contest. There were about 800 of them dressed up as their favorite characters who passed by the brand’s stand and interacted with the official mascots, Cookie and Chocottone, parading charisma and good humor through the event and the contest’s judges.
“We were the main food brand at the event and this is very important for our positioning”, said Juliana Corá, Marketing Manager at Bauduco.
“Our goal is to build relationships with young people. We want to be more and more in the conversations and close to them and to materialize within the gamer universe. We want to be the brand of snacks for this moment of consumption”, says Juliana.
“For some years, Bauducco has been approaching the young target and we brought to BGS the Chocottone Maxi and the delicious Cookies, both absolute leaders in the target preference and categories very connected to young people”, said the marketing manager of Bauduco.
TikTok
Another newcomer to BGS, TikTok, took immersive activations to the public, rooms for broadcasting games such as Valorant and Free Fire, in addition to the BGS Talks stage, which was part of the brand’s space, with all panels being broadcast live. on the platform through the event’s official profile.
The gaming segment is a strategic pillar for the brand, the platform where games and culture meet – many moments and trends that shape gaming culture are found on TikTok.
“We want to get closer and closer to all players in the gamer universe, especially creators and audiences, who only grow on the platform,” says Aldo Arriaga, TikTok’s Category Marketing Leader in Latin America.
The return of the brand’s participation in an event like BGS is not limited to numbers. “The most important investment is not measured in number, but in contributing to culture”, says Arriaga.
“With BGS, we hope to further strengthen our involvement with the gamer community and contribute to boosting this audience – who find TikTok a fun and welcoming environment to express themselves creatively and authentically. We are the destination where gamer creators find new audiences and we are always looking to improve the experience of this audience”, he concludes.
Logitech
Logitech, a manufacturer of peripherals for gamers, has launched novelties such as the Pro Racing Wheels & Pedals line, which creates immersive experiences promising the player realistic scenarios of competition on the tracks. The Podcast Studio, a partnership between the brand and Podcast Flow Games, also took to the event, as well as experiences in which the public could test launches and buy products at discounts.
“The most welcome return is to strengthen our relationship with our fans and consumers, as well as to present news for those who are not yet very familiar with the brand. We believe that we scored many goals in these goals”, said Ricardo Filó, Head of Gaming at Logitech for Latin America.
“I believe we delivered what we expected for a successful BGS. New products, new market trends based on the needs of our consumers in a big event. We lived up to the expansion of the online market in recent years and gave us opportunities to test our products at our booth”, he celebrates.
YouTube Gaming
The main attraction of YouTube Gaming at this year’s BGS, and others it has participated in, was the presence of its content creators. The brand opened up its gaming sub-communities on the platform (Minecraft, FreeFire, LOL, among others), connecting them with partner influencers. BRKsEdu, Nobru, Malena, Wendell Lira and Cherryrar participated in gameplays, tournaments and challenges, along with the audience.
The brand also launched a challenge on the first day of the event, with the motto “My life gives a game”, developed in Shorts, short format videos from the platform.
The Gaming segment is already the second largest content category on YouTube Brazil. The number of active users who consume gaming daily is over 25 million.
“In view of such significant data, we understand that recognizing the importance of the segment is also about being present in the most emblematic moments for the gamer community, as is the case of BGS. It is a valuable opportunity for us to showcase our initiatives and connect with creators and audiences”, says Pedro Thompson, Head of Marketing at YouTube Brazil.
Favela Gaming, bet 2023
The brand also announced at the event the Favela Gaming project, one of its bets for 2023. Developed in partnership with Final Level Co. and Gerando Falcões, the initiative aims to expand the positive impact of gamer content on the platform, helping young people from underrepresented groups to conquer careers in the games industry, whether as a professional gamer, content creator or in other opportunities in the segment.
“The face-to-face interaction not only favors communication, but also enables a unique exchange and connection between the parties involved. Everyone gains from this type of experience and we hope that more events will resume”, concludes the Head of Marketing.
Featured Photo: Reproduction Facebook BGS
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The post Check out how big brands connect with the powerful gamer audience appeared first on DNEWS.
