A etermax Brand Gamificationdivision of etermax dedicated to creating powerful connections between brands and audiences through Gaming, has just released the White Paper “Video Games and Great Events”, which explains the central role that video games and gamification play in periods of large events, which bring together crowds. and attract the attention of countless people. The new material highlights that massive gaming experiences have a lot to offer for followers, audiences, attendees and members of these events, and can be a big differentiator for brands that want to stand out.
It is common to find people who do not care much about football, but who are very excited cheering for their teams during the World Cup, just as it is not uncommon to identify those who do not follow the fashion market, but seek information from New York Fashion Week or the Met Gala. Big events like these have the power to grab the attention of many, and any brand or organization that finds a way to enter this conversation, in the same language as viewers, will be on the right path to creating a positive bond with their audiences and developing new experiences. .
The aforementioned World Cup, which is about to begin, is a great opportunity to deliver messages with a profound impact. In a show where the border between online and offline is almost imperceptible and which has an audience of more than 3.5 billion people, in addition to moving more than US$ 2 billion in advertising investments, strategies are constantly changing. When many brands talk about the same thing, and the multiplicity of screens is part of everyday life, the most creative ideas that break the mold remain in the public’s memory.
Juan Pablo Veiga, VP of Business Planning & Operations da etermax Brand Gamification, diz:
“Games have a very positive influence on people. More than that, they help improve the dialogue between advertisers and their audiences, offering a unique and immersive experience. The gamification of advertising actions can be a fundamental tool to get closer to the fans in these major events and this is already visible with the Cup.”
In addition to highlighting the role of the game, the etermax white paper reflects in more depth on gamification, which is the strategy of transferring elements of the game design for activities that are not necessarily games. In this process, experiences become more immersive and interactive, which enhances audience loyalty in digital environments. Gamification allows users to be connected to what is happening at large events.
High impact cases:
A prominent example is the Doodle, which Google created for the 2020 Tokyo Olympics: a minigame inspired by Japanese culture, in which users participated in the “Island of Champions Game”. While it wasn’t a publicity stunt in its own right, Google leveraged the momentum of one of the world’s top sporting events to make a profound impact.
Gaming and its digital landscape is an event that is gaining more and more ground and importance for brands: Nike and Gucci, for example, were present with personalized experiences in Roblox, a world-building game. In Fortnite, players watched exclusive shows by Ariana Grande, Marshmello and Travis Scott, in addition to the broadcast of the trailer for Tenet, displayed on a virtual drive-in in the video game. Minecraft has also joined this trend with festivals like “Lavapalooza”, “Coalchella” and “Minegala”. Increasingly, great opportunities arise for brands to appear on new disruptive platforms that reach millions of players around the world, a growing ecosystem with a lot of potential ready to be explored.
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