Which Marketing Methods Are Used Most By Gaming Companies?

14,532 games were added to Steam in 2023, which should give you some idea of how incredibly competitive the gaming niche is. Steam is just one platform for buying and selling, too, and with all those games released every single day, people need to find a way to reach the market.

Gaming is one industry where we still see independent producers and developers becoming pretty successful.

Powerhouse games that have reached half the world have sometimes originated in somebody’s spare room. Marketing is the tool that takes a game from a small and niche to have massive appeal.

Influencer Marketing

Influencer marketing has become a big strategy for gaming companies and in the industry there are people famous and popular enough to turn a game into a hit.

By collaborating with popular streamers and gaming influencers on platforms like Twitch and YouTube, companies can reach a massive and engaged audience. Influencers provide authentic reviews (well, we hope they’re authentic) and can reveal the game to their existing fanbase.

Gamers and YouTubers may have a very niche appeal and focus on one specific genre of game. Focusing on the genre is important for all marketers working on promoting a game.

YouTube channels can be as specific as playing one type of game. A developer who has made a survival game for the PC can align with an influencer who is known for playing the top survival games on PC and therefore reach the right audience. 

When a well-known streamer plays a new game on launch day, it can significantly boost visibility and sales. Influencers often have loyal followings, and their endorsement can lend credibility and excitement to a new release.

On top of this, the method is particularly effective because it showcases the game in action. Allowing potential players to see gameplay mechanics and graphics firsthand – some will watch playthroughs before deciding whether they want to buy.

Digital Advertising For Targeted Reach

Paying for clicks or trying to dominate with a viral campaign, digital advertising remains a powerful tool for gaming companies and this may. Targeted ads on top platforms like Google can allow companies to reach specific demographics based on loads of different personalized metrics.

These ads can be tailored to showcase key features of the game, such as the graphics (or whatever the selling point is), and some game ads can become iconic and make all the difference.

Video ads on platforms like YouTube are particularly effective due to the huge gamer community, and these ads can appear before or during other gaming-related content, capturing the attention of potential players. Interactive ads, where viewers can engage with the content, such as playing a mini-game or watching a short trailer, can also be highly engaging.

For the best results, people often send the users to a specific website made for the game, which may not require someone to commit to buying it straight away but may provide a newsletter or social media signup.

Using a quality web developer and thinking carefully about developing a quality website that is engaging and showcases a game can also make all the difference for people trying to promote their titles. 

Finding Reviewers

This is a tough one for companies to have control over as it is not always something they can impact, but finding reviews is a way to get a game talked about.

Positive reviews and press coverage can significantly influence a game’s success. Gaming companies often send review copies to journalists and critics ahead of release to secure coverage, which is why there are always gaming reviews out before the game itself releases – high scores and glowing reviews on sites like IGN can create a positive first impression and encourage potential players to try the game.

Press releases and media kits provide detailed information about the game, including key features of the game and other crucial details like release date and price.

So building relationships with gaming journalists and influencers, companies can ensure that their game receives attention from reputable sources, but this isn’t always an easy task. 

Building a Community

Loads of developers know that nurturing a community is crucial for a game’s success, especially if the game is going to keep evolving.

Gaming companies create official forums or communities where players can discuss the game. As such, it is possible that active engagement from developers, such as responding to feedback and participating in discussions, can foster a strong sense of loyalty and trust (especially if developers give the players the features they want).

Community events, such as beta tests and in-game events, also play a key role. Beta tests allow players to experience the game before its official release, providing valuable feedback that can be used to make improvements to the game itself, too. 

Ultimately, for long-term success as a developer, a community around the game makes a big difference and can help organic growth in the fanbase as people chat and connect.