Summary of "Gaming 101 for Marketers"

Gaming 101 for Marketers

Storyline / setup

Personal anecdote: during the pandemic the speaker’s daughter used Roblox to socialize and entertain herself — building treehouses, adopting pets, even a “laundry” mini-game where players wash, dry, and fold to earn coins.

Gaming is no longer just entertainment. For many people — especially younger cohorts — it’s a primary way to connect. Marketers need to understand and adapt to that shift.

Key data points

Roblox user demographics:
- 67% of Roblox users are under 16
- 55% of daily active users are under 13
- Only 14% of Roblox users are over 25

Three marketing trends marketers should know

Gaming = connection (not just pastime) Successful brands use games or game-like experiences to deepen engagement and reach new audiences.
- Example activations:
  - Peloton: developing an in-app game where riders change cadence and resistance to meet goals and control an on-screen wheel (beta for members planned).
  - Netflix: building gaming capabilities (hired Mike Verdu); leadership sees games as a modality to deepen fan experiences.
Know the top games and personalities Monitor which games and gaming personalities get the most conversation — these are high-value touchpoints for marketing and partnerships.
- Tip: prioritize ad and partnership efforts around the top-tweeted games and influencers that align with your audience.
Platform-specific marketing: Twitch vs Discord
- Discord
  - Philosophy: anti-ads — focus is on community.
  - Best use: create brand or dedicated servers to build niche, engaged communities and have direct customer conversations.
  - Limitation: servers don’t scale like broadcast channels; better for loyalty and niche audiences than mass reach.
- Twitch
  - Philosophy: ad-friendly, similar to YouTube live streaming.
  - Options: pre-roll, mid-roll, post-roll ads around live streams; sponsorships and streamer partnerships.
  - Strength: large, global user base — good for broad awareness and scalable campaigns.

Practical tips & takeaways

Treat games as social platforms — prioritize connection and community, not only impressions.
If your target includes Gen Z or Gen Alpha, gaming channels are essential; ignoring them risks losing a large audience.
Use Discord to cultivate engaged communities; use Twitch for scalable advertising and influencer-driven reach.
Monitor social platforms (e.g., Twitter trends) to identify which games and personalities are most talked about and worth partnering with.
Consider product experiences that integrate gameplay mechanics (like Peloton’s cadence/resistance game) to increase engagement and retention.