By Emma Thompson, Head of Agency, Golley Slater
Gaming communities, particularly those centred around MMO (Massively Multiplayer Online), RTS (Real-Time Strategy), and MOBA (Multiplayer Online Battle Arena) games, represent vibrant ecosystems rich with engagement and emotional investment.
These communities mirror the complexity of real-world relationships, fostering joy, trust, loyalty, and camaraderie, alongside challenges like betrayal and harassment. For marketers and advertisers, understanding and tapping into these communities can unlock new avenues for brand engagement and loyalty.
The New Face of Mobile Gaming
The stereotype of gamers as teenage boys glued to consoles or PCs is increasingly outdated. Today’s gaming demographic is diverse, with 45% of mobile MMO players being women. Popular games such as Clash of Clans, League of Legends, Honor of Kings, and Genshin Impact require significant time and energy, fostering tight-knit online communities. These games demand team collaboration in battles, transforming online interactions into meaningful relationships.
The competitive and social nature of these games creates compelling daily routines. Deep bonds form within these virtual communities, turning online acquaintances into genuine friends. Players invest substantial time and money into their gaming pursuits, engaging in key events and maintaining their competitive edge.
The Pocket Gamer’s Journey
As an avid gamer, I have spent over a decade immersed in various MMO RTS/MOBA games, from achieving top rankings in Clash of Clans to beta testing for Zynga’s Puzzle Combat. This dedication, including a monthly budget of around £200 for in-game enhancements, underscores the deep commitment gamers have to their chosen communities.
Currently, my focus is on Last Fortress Underground, a post-apocalyptic, zombie-infested war game. Players collaborate within alliances to conquer cities and reach the central city of Eden. The dedication required is substantial, with players often taking time off work, creating detailed spreadsheets, and setting alarms for early-morning battles.
The emotional highs and lows experienced in these games are profound. The joy of victory, the frustration of defeat, and the camaraderie of teamwork mirror real-life emotions, making gaming an integral part of players’ lives.
Economic Insights for Marketers
The pay-to-play model in mobile gaming is well-documented, with developers designing paywalls to encourage spending. While most MMOs and MOBAs are free to download, in-game micro-transactions offer significant advantages. High-spending players, known as “whales,” often dominate the gaming landscape. The revenue success of games like Game of War, where one player spent over $1 million, highlights the lucrative nature of this model.
This deep involvement underscores a critical point for brands: while they are making moves into the gaming space, they are missing the mark, or often absent in connecting authentically with the gamers themselves. Knowing mobile gamers are happy to pay for aesthetics and performance enhancements gives a prime opportunity for brands to engage with added value for this captive audience.
The Addictive Nature of Pocket MOBAs
Pocket MOBAs are particularly addictive due to their constant availability and structured daily quests, events, and wars. The need for continuous engagement and coordination with teammates can lead to gaming addiction, recognised by the WHO in 2015. Despite potential negative consequences, the strategic complexity of these games enhances critical thinking and problem-solving skills.
The line between virtual and real worlds is increasingly blurred. Virtual experiences hold significant value, contributing positively to physical lives. The concept of the Metaverse, where virtual and physical realities seamlessly intertwine, is gaining traction, especially among Generation Alpha. The mass adoption of digital assets underscores the belief that virtual and physical realities are equally significant.
Opportunities for Brands
Brands are entering the gaming space but often fail to connect deeply with gamers. Since 2015, the sophistication of hyper-communities within MMO/RTS and MOBA games has grown remarkably. These communities offer a blend of single-player elements and collaborative strategies, enhanced by in-game language translators and platforms like Discord. The emotional rewards of belonging to these hyper-communities are immense, with players receiving praise and recognition from their teammates.
The hierarchical structures and designated roles within these communities create a sense of order and coordination. Alliances range from small groups to larger clans, each with its culture and dynamics. Players strive for recognition and promotion within these hierarchies, strengthening their psychological connection to the game and each other.
Effective Strategies for Marketers
Many brands engage with gaming through broad activities like console sponsorships and in-app ads but often miss the chance to connect authentically with gamers. To truly resonate, brands need to adopt a fandom strategy similar to successful social media campaigns. This means immersing themselves in the gaming ecosystem and enhancing the gaming experience with interactive content, exclusive events, influencer partnerships, and unique in-game incentives.
To truly make an impact, brands must avoid superficial engagement. Gamers are highly discerning and demand authenticity. Demonstrating a genuine passion for gaming culture and understanding gamers’ needs is crucial for building trust and credibility. Brands that engage authentically will not only achieve better brand recall but also drive significant product sales. In essence, while brands are entering the gaming industry, they must shift from surface-level game appropriation to genuinely connecting with gamers to unlock the full potential of this vibrant digital frontier.
