How gaming companies attract customers

The latest video game releases continue to push the boundaries of what is possible in gaming. In-play graphics are more realistic than ever, virtual worlds have become infinite in their vastness while the social side of gaming and the connectivity between like-minded players has reached new levels. For gaming companies, however, producing high-quality games is just one piece of the puzzle. In what has become a highly competitive market, companies must employ a range of different tactics and techniques to attract and maintain significant customer bases, ensuring not just the success of their games with players and critics, but with shareholders too. So, just how do companies continue to attract customers in an ever-evolving gaming landscape? 

Innovative payment models  

Across the gaming industry, developers have begun to move away from charging customers a large upfront fee, instead employing modern ‘freemium’ and ‘free-to-play' payment models. This has not only proven to be successful in driving revenue streams but also in attracting greater audience numbers. Offering free games with optional in-game purchases lowers the barrier of entry for many potential players, opening up the game to a wider audience. Furthermore, the model firmly puts the power in the hands of the customer – if the player wants to spend more money on the game, then they are able to do so, however, the game can still be played without any additional cost. The success of Call of Duty: Warzone, a free-to-play instalment of the franchise, is a clear example of how innovative payment models allow developers to attract customers.  

Utilising gaming influencer popularity  

The emergence of influencer culture has been profound over the last decade, with influencers become a vital marketing tool for companies across every industry. Nowhere has this been seen so strongly than in the gaming industry, with streaming sites like Twitch providing a platform to transform charismatic gamers into global superstars. Gaming companies have taken advantage of creating partnerships with many of the leading streamers like Ninja and Pokimane in order to infiltrate their huge followings. These marketing deals see popular gaming influencers play the latest games, promoting the content and providing exposure and credibility to the game.  

Promotions and bonuses  

An age-old technique used to attract and maintain customers, lucrative promotions and bonuses continue to be a highly effective way to entice new players and reward loyal ones. It is easy to track down a bonus in the gaming world, with the method use across the gaming sphere from generous sign-up bonuses in the online casino world to the range of seasonal promotions unveiled in the latest multiplayer online console games throughout the year. Loyalty programs, which reward long-term players with exclusive content and VIP treatment enable gaming companies to not only attract customers but keep them. At the end of the day, people love the feeling of receiving something seemingly for free, and utilising this consumer mindset is a vital tool in the toolbox for gaming companies.  

Modern advertising techniques  

Advertising and marketing methods have evolved significantly following the rise of social media and other online environments over the course of the 21^st century. Gone are the days of Don Draper and Mad Men, with their organically formed adverts and catchy slogans; these days companies are using complex data analytics to create tailor-made, personalised ads for each individual consumer. The concept of personal data and its importance in targeting advertisements is now being realised, with the gaming industry just one of many utilising modern techniques to improve ad relevancy and increase consumer engagement. In addition to targeted ads, companies are now using so-called in-game advertisements whereby virtual billboards and posters with sponsorships and ads are placed in the background during live gameplay. This further increases the exposure of ads to avid players, without disrupting gameplay.   

Adapting to shifting consumer preferences 

If consumer preferences remained static, the challenge for gaming companies to attract customers would be easy to overcome. In reality, what players expect from their games and the ways in which they play are constantly morphing, and so, companies must adapt to shifting preferences. For example, mobile gaming has become increasingly dominant in terms of global revenue in recent years contributing 51% of the total market revenue. Many gaming companies have reacted to this, developing mobile versions of their popular titles ensuring they get their slice of the mobile audience. Another key consumer shift in gaming has been the rise of the female player, with reports now suggesting 45% of gamers are now women. This has opened up a whole new demographic for companies to attract. This has been seen in modern game design evolution with the release of more diverse protagonists and a reduction of gender stereotypes and over-sexualisation of women in video games.  

Presenting a high-quality product 

Developers can use all the methods described above to raise the ceiling and expand the potential of the customer base but ultimately, the most important thing they must do is to create something that people actually want to play. There is no illusion in the industry, developers are under constant pressure to innovate and create novel high-quality gaming experiences or risk falling behind rivals. In a sector that is brimming with creativity and inventive new ideas, the bottom line when it comes to attracting customers is to make sure the product you release is better than the rest. Gaming giants BioWare and Konami are two perfect examples – after creating some of the most revered games of all time like Mass Effect and Metal Gear Solid, recent releases have been much less well-received. In what is a self-perpetuating cycle continued poor releases could signal the end for these legendary studios.  

Through a well-tuned combination of modern marketing techniques utilising the star power of gaming influencers and offering generous bonuses to entice players, gaming companies are able to attract customers to their latest releases. Those that keep their ears to the ground, identifying and adapting to the shifting demands of modern audiences, are staying ahead of the crowd. In our fast-moving world, knowing what players want to play before they do has become more important than ever.