Video games encompass a huge part of the entertainment sector, and their marketing budgets often reflect that. This article will take a look at some notable examples of marketing in the gaming industry, and analyse them to see what similar strategies can be applied to your business.
I’d like to preface this list by highlighting how the attitude towards video games has changed over the last 30+ years. In the 90’s and early 00’s, the stereotype of the average ‘gamer’ being a socially awkward teenage boy was quite prevalent, and video game marketing material from this time often played into that perspective. This 1993 advert from Japanese developer Hudson Soft is a great example of this, with the imagery and wording clearly targeting a younger, male audience:
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Fast forward thirty years and this demographic has widened drastically. The video game industry’s rapid growth has introduced more genres, platforms, and ways to play, meaning there is truly ‘something for everyone’. The following marketing campaigns I’ll be discussing are snapshots from the industry’s history, and each shows the benefits of adapting to new audiences and going outside the box.
Possibly the most significant and extensive marketing campaign for a video game was for the third instalment in developer Bungie’s ‘Halo’ franchise. Beginning when the first trailer was released in May 2006, publisher Microsoft launched an ambitious $40 million multi-channel approach that reached much further than the previous title’s core fanbase. Alongside branded merchandise and partnerships with big names such as Burger King, the core element I want to highlight is their ‘Believe’ campaign.
By releasing cryptic trailers and teasers, Microsoft generated immense buzz and speculation among fans. The campaign also included a series of live events, such as the Halo 3 launch parties, where thousands of fans gathered to celebrate together. These events created unforgettable experiences and strengthened the emotional connection between the game and its community. As a young fan of the series at the time, it was exciting to see the hype build and attract others who hadn’t played the first two games. This was one of the first times that marketing for a video game went 'mainstream', and helped prove that this industry was growing in more ways than one.
Launched in 2017, Fortnite has maintained its huge number of players by constantly innovating. Developer Epic Games updates the game with new seasons, battle passes, and collaborations with popular franchises. From playing as your favourite superhero to attending a chart-topping artist’s virtual concert, this new interactive approach builds brand recognition whilst keeping players engaged and excited.
In-game advertising is certainly nothing new, but Fortnite's live-service aspect is what makes it so effective in recent years. Being able to introduce new updates and 'seasons' to the game has allowed sponsors to promote their brand in the run-up to a film or product release, with Epic Games benefiting from the sales of related in-game cosmetics. This format hasn’t gone without criticism though, as some players reject the idea of ‘playing an advert’, and suggest it takes advantage of the game’s young audience.
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Responsible for many beloved indie games, Devolver Digital sets itself apart from other video game publishers with its unconventional and humorous marketing approach. I particularly enjoy their chaotic press conferences, which often feature absurd sketches that parody the whole idea of video game marketing. The most notable of these occurred at the annual video game trade event known as E3 back in 2017, during a time where many individuals were bored of the repetitive, corporate style of announcements from the likes of Sony and Microsoft:
Content Warning: Strong Language & Violence
The absurdity of this conference makes it hard to describe, but it's safe to say its satirical and chaotic nature made it a stand-out feature of the whole event. In a space previously reserved for titans of the industry, this out-of-the-box approach gave indie games a fair share of the light, and proves that budget isn't everything when it comes to marketing.
Charming farming simulator Stardew Valley is a bit of an outlier in this list, as it is an example of how a good product can sell itself with minimum marketing needed. Solo developer Eric Barone relied on organically building interest in his game by simply showing friends and fellow developers. Once released, the game’s popularity grew exponentially as individuals sang its praises in reviews and general discussion. Stardew Valley is also credited with sparking a significant surge in the 'cosy game' genre, which has successfully attracted a diverse and unique type of audience.
Whilst it’s difficult to rely on, this example shows that word-of-mouth marketing can be incredibly powerful, and has shown that having a good product is the most important element. Since the game’s initial boom, Barone has tried some other exciting approaches, one of my favourites being to create a Stardew Valley-themed board game.
Released in 2009, League of Legends is a multiplayer online battle arena that has millions of players from all over the world. The game’s competitive nature led to a boom in the e-sports industry in the 2010s, with professional leagues and tournaments showcasing the best of the best teams. In 2015, I was fortunate enough to watch the game's world championship in person at the Wembley Arena. I can confidently say that seeing the most elite players compete, along with the excitement of the fans, inspired me to keep playing and strive to improve my own gameplay.
Even though many, including myself, recognise that reaching the top competitive level is unlikely, the game's tiered ranking system provides players with a personal skill rating, motivating them to strive for the next level. This motivation has become a core part of the game's reputation, with lots of players and ex-players even likening League of Legends to an 'addiction'.
Another marketing strategy developer Riot Games have implemented involves expanding the in-game universe, through promotional events, new characters, and even a hit Netflix series called Arcane. All this together has helped to foster a devoted community that continues to play even 15 years later.
Even if you haven't played a video game in your life, there's a good chance you've heard the name 'RAID: Shadow Legends. Developer Plarium Games released this mobile RPG title back in 2018, and have heavily relied on YouTube sponsorships/ads to bring in new players. This is quite a common approach for marketing mobile games now, but RAID was one of the first to take this route, and the extent of their campaign is often talked about. Whilst it's been effective at raising brand awareness and building a substantial player base, this aggressive technique has been criticised, with many people feeling less inclined to try the game as a result, myself included. With so many creators and influencers being paid to tell their audience how great this game is, this method of over-marketing makes me question the quality of the game, and the constant exposure to it pushes me away more than it draws me in.
Although I might not be as fond of this marketing campaign as some of the others on this list, I wanted to include it to highlight the benefits of casting a wide net. Plarium realises that their game won't appeal to everyone who sees the campaign, but the percentage that do decide to install it have led to RAID becoming one of the most played and most profitable mobile games of the last 10 years.
By analysing these examples, we can identify key strategies that can be applied to other industries. These include building strong communities, leveraging social media, creating memorable experiences, and fostering innovation. As the gaming industry continues to evolve, it will be interesting to see how these strategies are adapted and refined in the years to come. Do you have any favourite video game marketing campaigns that I haven't mentioned? Let us know!
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