The gaming and esports industry is only just getting started in South Africa.
We have heard about how this industry is
leaving its mark on the world, which is
fantastic! But as we look forward, what
potential and opportunity does the gaming space hold for South African marketing specifically?
Robyn du Preez at media update spoke to Michael James, project director of the rAge Expo, to find out:
Give us insight into the South African gaming landscape and what areas of growth it has seen in the past year.
The South African gaming landscape is unlike others due to our unique mix of demographics and access to broadband.
On the one hand, you will see someone with a gaming setup worth over R100 000 who plays games online every day, and on the other, someone who has a PlayStation and the latest copy of
FIFA who might only play at their house with friends on the weekend.
Mobile gaming is also a huge part of the landscape, and this area is seeing explosive growth at the moment.
The past year has been a recovery year for many retailers and gaming outlets. The pandemic saw many people buy computer equipment to work at home, so we have seen a lot more people coming into the gaming scene and community.
One other aspect to consider is the growth of free-to-play games like
Fortnite and
Rocket League that are cross-platform titles, which makes them more accessible to a larger number of people since you can play on any device.
This is a broad overview and only touches on a few isolated areas.
What would you say is the role of gaming in marketing?
This topic is very broad. There are cases where brands gamify experiences to get better user interaction.
There are examples of brands appearing in games via product placement or simple advertising banners. Then some brands sponsor esports teams or events.
On a larger scale, some brands associate themselves with large gaming / technology events that feature all aspects of:
- gaming
- technology
- geek culture, and
- esports (like rAge Expo).
Essentially, if a brand is looking to get involved in gaming and speak to this dynamic audience, there are many ways for them to participate, depending on their specific objectives.
In your opinion, how is gaming altering marketing in South Africa?
What I do know is that more and more brands (not in the technology sector) are looking at spending their money on gaming.
It is, however, important to speak to those companies that have been in the gaming industry that can offer a balanced view of the market and the opportunities, and suggest the best places to spend money. It's easy to get it wrong.
Would you encourage brands to integrate gaming into marketing? Why?
This depends on the brand and its objectives. The answer is always
yes, but then the scope and ambition of the project need to be clear.
The gaming community is passionate and loyal and always ready to take on new challenges.
This is the very nature of the typical gamers. They spend a lot of their time overcoming challenges and are always keen to come along for the ride if brands are willing to do something different and exciting.
In your opinion, what does the future hold for South African marketing and gaming?
I see more brands engaging with gamers and getting into gaming as an alternative way of communicating with the younger generation.
The more this happens, the better it’ll become — and as companies learn from their experience, experiment and ideas, we'll keep seeing more and more exciting partnerships.
What are your thoughts on marketing teaming up with the gaming sector? Let us know in the comments!
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*Image courtesy of Canva