Explain how virtual worlds and online gaming help marketers to engage with customers. Briefly discuss current trends in online gaming.
What will be an ideal response?
Answers will vary.Online gaming presents additional opportunities for marketers to engage with consumers. These include massive multiplayer online (MMO) games such as World of Warcraft, Destiny, and EVE Online; competitive games such as League of Legends, Overwatch, and Street Fighter V; and online communities (or virtual worlds) such as Second Life, Poptropica, and Habbo Hotel. Although virtual worlds are unfamiliar to and even intimidating for many traditional marketers, the field is an important, viable, and growing consideration.More than 198 million Americans play video games. The United States is the second largest gaming market in terms of revenue, with global revenue reaching $99.6 billion in 2016. Revenues are forecasted to grow to $118 billion by 2019, with the largest area of growth in mobile gaming.The average player of social games is a 35-year-old male (users who play on mobile devices tend to be younger), but women make up nearly 48 percent of social gamers. Facebook is by far the largest social network for gaming, though up-and-comer hi5 is hoping to win over more users with its large variety of games. The top five games on Facebook are Candy Crush Saga, Clash of Clans, Candy Crush Soda Saga, Farm Heroes Saga, and 8 Ball Pool, which together entice more than 50 million users every day. These games are attractive because they can be played in just five minutes.Many mobile games use advertising to generate revenue for the game developers and publishers. As long as the ads are not overly intrusive, most users opt to play free versions of games with ads over paid versions that do not have ads. Another popular strategy is to give an ad-free game away for free and then charge small sums of money for in-game items and power-ups.MMOs tend to draw a different group of consumers-18- to 34-year-old males. In MMO environments, thousands of people play simultaneously. Regardless of the type of experience, brands must be creative in how they integrate ads into games. Social and realistic titles are the most appropriate for marketing and advertising (as opposed to fantasy games). Promotions typically include special events, competitions, and sweepstakes, and for some games, having ads actually increases the authenticity.
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