Gaming and esports are billion-dollar industries, earning more revenue than movies and music combined.
But many gaming companies still struggle to earn coverage in major media. That’s a problem, especially for the gaming companies that want to become a true lifestyle brand like Nike, Apple, or Jeep. That requires more than a popular esports tournament or a breakthrough controller.
It requires reaching out to new audiences. It requires strong brand communication. It requires building a reputation through the media, influencers, and content.
If you’ve been struggling to tell your story and earn attention beyond the gaming press, here are some strategies for how to position your company as a lifestyle brand for the masses.
Speak the right language
Take a step back and rethink the way you describe your product and communicate your brand message.
Gaming and esports have strong communities well versed in the jargon and specs they use, but those terms are lost on people outside of the industry. Gaming and esports are becoming mainstream. You might be unintentionally closing off a large portion of potential consumers by using jargon to communicate on your website or social platforms.
True lifestyle brands use language that anyone can understand, that nods to the diehard fans, but also welcomes in the casual gamers. 100Thieves has done an excellent job in this regard. Their roots are in competitive gaming and streaming, but they’ve made great strides to truly create a lifestyle brand, anchored by a booming apparel business and loads of entertainers and gamers, streaming under the 100Thieves banner.
SOLD OUT 💯
Thank you all for joining us today to support coronavirus relief and making our jersey drop a huge success!
Here’s a behind-the-scenes look from @ESPN_Esports into the story behind our apparel, and today’s jersey drop: https://t.co/xauc5403Og
— 100 Thieves (@100Thieves) April 4, 2020
Find influencers based on your desired audiences
Influencers can be an incredibly effective way to market your products, if you choose the right ones. Go after influencers that have a strong following among your target audiences. For example, you don’t have to showcase your game or product through a professional esports player. You’ll have more mainstream success by establishing relationships with influencers who are connected to gaming but have their main audience in sports or sneakers, for example. Look at how many NBA players are becoming streamers themselves. As a gaming brand, is there an opportunity to partner with one of these athletes? They already have a built-in audience, but it’s likely very different from the followers of a professional gamer or other streamer. Those different and potentially larger followings give you an opportunity to promote your products among a new, wider audience.
Play off seasonal topics
Seasonal topics, trends, and events connected to your product are one way to get higher tier media coverage. The same seasonal topics arrive every year. Capitalize on them in your press outreach. Prime Day (delayed this year), Father’s Day, St. Patrick’s Day, National Women’s Day, gifts for the female gamer in your life – those are all examples of tapping into relevant and newsworthy story angles. These are opportunities to align your brand with general topics and themes that will appeal to broad consumer media outlets. You just have to think outside your core audience.
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The luck is on your side for some wins today. 🍀Happy St. Patrick’s Day! | #scuf #scufgaming #stpatricks #st #patrick #green #luck #lucky #charm #leaf A post shared by Scuf Gaming (@scufgaming) on
Build the connections
All of the above takes time, the right connections, and a willingness to step out of your comfort zone. It won’t happen overnight. But a consistent PR and marketing strategy, done right, can take you from another gaming or esports company to a true lifestyle brand.
Struggling to get the mainstream attention you deserve? Get in touch and let’s talk through your strategy.