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

1. 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.

2. 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.

3. 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.

Sources / platforms featured

• Roblox
• Peloton
• Netflix (and Mike Verdu)
• Twitter (top-tweeted games & personalities)
• Twitch
• Discord