STRATEGY
THE MARKETING OPPORTUNITY IN GAMING PARENTS: HOW BRANDS CAN WIN BIG
Being an age where I remember how video games were perceived by worried parents, to now having children myself who I play games with, it is no surprise to me that gaming has evolved into a significant family activity across the globe. Parents are increasingly engaging in video games alongside their children, which in my role as a marketeer, offers substantial opportunities for brands to connect with this dynamic in an environment that reaches multiple demographics.
Gaming Parents: The New Decision-Makers
Today's gaming parents are not only participants but also key influencers in household entertainment and purchasing decisions. I’m sure that I had a hand in creating awareness of iconic gaming IPs such as Sonic, Mario & Crash Bandicoot to my children.
Recent data highlights this shift:
1. A Forbes study found that almost two-thirds of parents in the UK and US co-play video games with their children, with more than half of mothers and about a quarter of fathers participating. (forbes.com)
2. According to ygam, parents estimate that their children spend an average of 16.9 hours per week playing video games, which is more than half the amount of time they spend in school each week. (ygam.org)
This integration of gaming into family routines positions it alongside traditional activities like movie nights or board games, offering brands unique environments and new events in which to engage with families.
Strategies for Gaming Brands to Engage Families
To resonate with gaming families, there are some different routes to look at:
1. Family-Centric Game Design: Titles such as Minecraft, Animal Crossing, and Mario Kart have achieved intergenerational appeal through cooperative gameplay and accessible mechanics. A healthy bit of fun competition is no bad thing either. The award-winning title It Takes Two is an amazing example of co-operative game that brings players into a touching story through clever puzzles solving where team work and communication is crucial.
2. Marketing Initiatives Targeting Families: Brands are crafting campaigns that emphasise family gaming moments. Nintendo have been laser focused on this approach regularly showing groups of family & friends playing their latest titles in their marketing.
3. Nostalgic Engagement: Revitalising classic franchises allows parents to share beloved games from their youth with their children, bridging generations through shared interests. This trend has certainly been pushed in recent years with numerous gaming IPs getting a reboot, remake or remaster. There is still a large opportunity as I can think of dozens of games I would love to see get a fresh make-over for the latest generation of consoles & PCs.
Non-Gaming brands can get in on the action too
Brands outside the gaming industry can also tap into the gaming family demographic through innovative strategies:
1. Food & Beverage: Recognising that gaming sessions often include snacks and drinks, brands can position themselves as integral to the gaming experience. Collaborations with gaming franchises can enhance this association.
2. Technology & Lifestyle: Products like gaming chairs, high-quality headsets, and smart home integrations can enhance the gaming environment for families, offering comfort and convenience.
3. Automotive & Travel: The popularity and reach of mobile gaming could be expanded more in transportation areas. Integrating gaming options into transportation can provide entertainment and engagement during travel.
4. Retail & Apparel: The popularity of gaming-themed fashion, from high-end collaborations to everyday wear, crosses the virtual to reality. Examples can be seen in some games like Fortnite and the demand for these when they cross-over to real world is evidence of the demand that can be generated.
Engaging Gaming Parents
Connecting with gaming parents is all about making their family moments more valuable:
1. Highlight Family Gaming: Develop campaigns that showcase real-life moments of parents and children bonding over video games, emphasising the positive aspects of gaming.
2. Interactive Events: Host gaming events or brand activations that cater to both parents and children, creating shared experiences that reinforce brand association with family fun.
3. Seamless In-Game Advertising: Utilise in-game advertising and partnerships to reach gaming parents in a non-intrusive manner, ensuring that brand messages complement the gaming experience.
4. Provide Educational Resources: Offer content that helps parents navigate gaming safety, understand parental controls, and select age-appropriate content, building trust and long-term loyalty.
Gaming: The Future of Family Entertainment
Gaming is big, with various stats highlighting the rise in people that play video games with mobile gaming being a driving force of this up-take due to the ease of reach with adults and children alike. Brands that can meaningfully tap into and bridge the gap between adults and children can really benefit.
Modern families with busy schedules, generational gaps and even physical distance, treasure their bonding moments. Gaming can bring families together for a bit of fun, some shared experiences and even help the most distant families connect.
Done right, brands have an opportunity to enhance that family bonding moment. Tailored messaging and products aimed at appealing to multi-generations will help brands stay relevant and generate positive sentiment through enhancing those rare, shared experiences.
MEDIACAT: ‘Families used to have board game nights. Now it’s video game nights’
In conversation with MediaCat, Group Managing Partner for Arena Gaming, Ashley Bolt, shared his valuable insights on the evolving landscape and intersection of family gaming and media strategies:
👾 Game Night 2.0 – Families are swapping dice rolls for digital adventures as video game nights replace board games.
👾 Launch Hype vs. Long-Term Play – Gamers are waiting for reviews before buying, shifting media strategies from big launches to sustained engagement.
👾 Comeback Stories Matter – Cyberpunk 2077 proved that a rocky launch isn’t the end, redemption is possible with post-launch fixes.
The gaming world is changing. Can brands handle the heat? 🔥
Read more here.
