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Video Game Marketing Trends for B2C Brands in 2024

Man with a VR headset on illustrating the new game marketing trends of 2024.

In the growing world of gaming, where the industry has surpassed the global worth of the music and film sectors combined, effective marketing strategies are paramount for B2C brands seeking to carve their niche. The world of video game marketing is constantly evolving, with new trends and strategies emerging each year. In this post, we will explore the top video game marketing trends that B2C brands can leverage in 2024.

Understanding the Current Video Game Marketing Landscape

The video game marketing landscape is undergoing a transformation driven by cultural shifts rather than solely technological advancements. As consumer behavior changes and the gaming community becomes more diverse, marketers are adapting their strategies. Understanding preferences and adapting to new trends are crucial for reaching the target market. By staying updated on platforms, technologies, and audience behavior, marketers can leverage relevant advertising channels such as Facebook, Twitter, Instagram, YouTube, and Twitch to maximize ROI and reach the right audience.

1. Continual Growth in Gamers Worldwide

The gaming community is booming, with 3.07 billion gamers worldwide by the end of 2023, showing a consistent 5.6% YoY increase. Capitalize on this trend by leveraging subscription and cloud gaming services. Independent developers can enhance their game marketing strategies, focusing on solid advertising and promotional tactics to tap into this expansive market.

2. Influencer Marketing's Ongoing Momentum

Influencer marketing continues to be a powerhouse in 2024, with 89% of marketers already incorporating it into their plans. Brands are establishing authentic connections with their audience through influencer brand relationships, turning influencers into long-term brand ambassadors. Platforms like Atisfyreach simplify and scale influencer marketing initiatives, providing efficient results for game marketing.

Gaming influencer promoting a company's product to their audience.

3. The Dominance of Live Video Content

Live streaming, especially on platforms like Twitch and YouTube, remains a driving force in video game marketing. With gaming and esports contributing to 54% of live-streaming content, marketers can harness the captivating power of live video to engage audiences effectively. Explore platforms like Twitch, boasting 30 million daily users, to amplify your game marketing efforts.

4. User-Generated Content (UGC)

Integrating user-generated content into your marketing strategy is crucial in 2024. Games like Minecraft, with its vibrant user community, exemplify the power of UGC. Leverage TikTok and similar platforms to create authentic content, as consumers are 2.4x more likely to find UGC authentic than branded content, according to a Stackla study.

5. Adapting to the Post-Cookie Era

With Google phasing out third-party cookies in 2024, the digital marketing landscape is evolving. Brands must adapt by exploring alternative targeting solutions for personalized content. Respect for user privacy enhances ad performance, emphasizing the importance of creating personalized experiences while maintaining customer trust.

6. Advancements in Accessibility

Game developers must prioritize accessibility, making games inclusive to a wider audience. By openly communicating about a game's accessibility features, developers can ensure that their products cater to players with diverse needs, ultimately expanding their player base.

7. Inclusive Marketing Strategies

Diversity and inclusion matter in gaming. Develop marketing strategies that promote inclusivity, learn about your audience demographics, and address issues like toxicity within gaming communities to create an environment where all gamers feel welcome.

8. Recognizing the Gender Balance

Targeting a diverse audience is crucial, considering that 45% of gamers are women. Move beyond stereotypes and acknowledge the entire gaming community, including different genders, ages, and playing preferences, in your marketing efforts.

Girl gamer with a headset and microphone setup

9. Mobile Gaming Market Growth

The mobile gaming market is projected to grow at a CAGR of 16.7% between 2023 and 2032. Understanding customer lifetime value (CTV) is essential for sustaining profitability in the mobile gaming sector, where a significant shift towards tablets and smartphones is anticipated.

10. The Shift From Traditional to Interactive Marketing

In the realm of game marketing, traditional methods are giving way to interactive, immersive, and personalized strategies. Brands now focus on engaging consumers through interactive content and experiences, emphasizing user participation, feedback, and co-creation. Authenticity, relevance, and integration with gaming experiences are now essential expectations from gamers.

11. Omnichannel Marketing Strategies

The convergence of gaming and ad tech presents a massive opportunity for advertisers. Utilize the first-party data collected by gaming studios to gain a deeper understanding of consumers. Develop an omnichannel marketing strategy that leverages data analytics for customer insights and long-term growth.

12. The Expanse of Esports in Game Marketing

The rising popularity of esports has opened up new avenues for brand engagement within the gaming community. Marketers now have the opportunity to connect with a diverse global audience through esports events and tournaments. Understanding the unique dynamics of esports is essential for marketers to tailor their approaches effectively and stay aligned with this evolving trend.

13. Gen Z as a Target

Tailor marketing campaigns to resonate with Gen Z, understanding their progressive perspectives and preferences for relatable, honest, and entertaining content. Embrace new techniques and adapt your brand marketing to connect with this digitally native audience.

Set Your Game Up For Success With United Esports

The recent years have witnessed a profound shift in marketing dynamics, influencing trends and strategies across various industries, including Esports. In the contemporary landscape, consumers prioritize authenticity, transparency, privacy, and inclusivity when engaging with brands.

Looking to level up your game marketing strategy in 2024? Partner with United Esports to leverage the expertise of our seasoned professionals. Gain access to a myriad of services and strategies that will propel your brand to new heights, establishing a deeper resonance with your gaming community. Contact us today to get started.


Why is video game marketing essential in 2024?

Video game marketing is crucial in 2024 due to the massive growth in the gaming community, reaching 3.07 billion gamers worldwide. It presents a vast market opportunity for brands to connect with a diverse audience and stay competitive in the dynamic gaming industry.

How can influencer marketing benefit my game brand?

What strategies can my brand employ to tap into the mobile gaming market growth?

Why is inclusivity important in video game marketing strategies?


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