The way people are interacting with each other continues to change. The more ways people are able to identify with a particular community, the more fragmented our society gets. We have communities all over the place, from cars, sports, running, the "regular" social networks, fitness, books, and many, many more.
Advertisers are finally starting to capitalize more on that. Brands are beginning to notice.
VentureBeat reported that Amazon's Twitch just bought GoodGame, an advertising agency focused on "e-sports," meaning professional video gamers. GoodGame negotiates partnerships with brands and pro-gamers during live broadcasting.
Yes, all this is true.
Actually, none of this is truly surprising. If you have been following "GamerGate," you could imagine that due to all the outcry and hard feelings about the issues at hand, there are a lot of people who would consider themselves gamers, at least on the amateur level. And like us sports fans, we casual football and soccer players love to watch the pros go at it. Likewise, these casual gamers — especially those who watch Twitch — would love to see the gamers backed by GoodGame perform on the live screen.
For those gamers to be backed by a Snickers or a Surge brand would only make the deal better.
At least, Twitch thinks so.
It is time that marketers take the gamer community more seriously. If a significant amount of people are able to drop a decent amount of money on games, it could possibly mean that those customers could also make room to purchase a brand that they see on their favorite pro-gamer, or on a spot while their pro-gamer finishes their opponent in Halo.
Good move, Twitch.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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