With a diverse gaming community of 50 million in the UK, it is imperative to recognise gaming advertising as a powerful marketing channel, breaking away from the one-dimensional stereotype of the audience.

Driven by new technologies, digital innovation, and a surge of highly anticipated online and mobile releases, digital game revenue in the UK soared to a record-breaking 8.16 billion US dollars in 2022. Coupled with Netflix's announcement of their active games strategy, Apple's dedicated focus on enhancing gaming capabilities in the iPhone 15 and the eagerly awaited release of Grand Theft Auto in 2024, the future for gaming shines brilliantly on the horizon!

As the industry expands, so does its audience. In straightforward terms, gamers are individuals who regularly play and derive enjoyment from games. The term often conjures up a specific image of nocturnal, young, action-loving men . However, the actual audience is significantly more diverse.

Esports, the competitive pinnacle of gaming, traditionally followed by a predominantly male audience, is now witnessing a significant surge in female enthusiasts. This shift is exemplified by Faze Clam's recent announcement of the first-ever, all-female professional team. Whilst Twitch, an interactive livestreaming gaming and entertainment platform, has gained attention from companies well beyond the traditional gaming world, reaching 13.4 million unique users per month!

Research on gaming audiences is frequently oversimplified. It categorises gamers as either mobile or console players, Esport enthusiasts, puzzle gamers or casual or hardcore gamers. However, this classification can be overly simplistic, fitting neatly into preconceived notions and stereotypes. To approach gaming as we would any other form of entertainment advertising, we must delve into how it integrates into a gamer's life, fulfils his emotional needs, and comprehend the motivation driving his consumption of gaming content.

L'Oréal Paris has strategically immersed itself within the gaming community, comprehending its diverse audience. This engagement strategy includes influencer collaborations, in-game advertising and sponsoring esports events. Collaborating with renowned female gaming influencers and streamers in the UK, L'Oréal Paris promotes its beauty products and invests in in-game advertising across popular games that resonate with both male and female gamers. This approach ensures visibility to a wide-ranging gaming audience. Furthermore, the brand sponsors esports events and competitions that feature female gamers. Thus bolstering both women in gaming and the brand's connection with passionate female esports enthusiasts. By incorporating these tactics into their marketing approach, L'Oréal Paris effectively reaches the gaming audience, aligns with their target market, and cultivates a favourable brand image within the UK gaming community.

In order to gain deeper insights into the gaming audience, it is essential to develop a clearer understanding of the characteristics of individuals who engage in gaming across various channels. This entails delving into their motivation for playing and their interactions within the broader gaming ecosystem. By obtaining a more comprehensive perspective on gaming enthusiasts, marketers can tailor their strategies to align with the specific needs and behaviours of gamers in each environment. Whether it involves someone watching a League of Legends match on Twitch or playing Candy Crush on their mobile device, this approach leads to a more refined and non-disruptive marketing experience.

Reach out to us today to explore how Media Agency Group can collaborate with you on planning a campaign that effectively targets a gaming audience, aligns with your target market and paves the way for reaching new audiences in the upcoming year.