How Gamers and Experts are Redefining Brand Engagement
In today’s digital landscape, connecting with Gen Z means meeting them where they spend most of their time: gaming platforms. This shift is crucial for brands aiming to make genuine connections with this influential demographic.
The Rise of Gaming Communities
Enter Havas, an advertising powerhouse that has created a specialized unit focused on tapping into the vibrant ecosystems of gaming communities and fandom networks. Angelique Hernandez, VP and portfolio lead for Havas Play, along with Jarell Thompson, the VP of gaming for the same division, shared insights on how brands can make authentic connections within these environments. Their discussion, featured on the podcast “Strictly Business” from Variety, serves as a vital prelude to the Cannes Lions festival, scheduled for June 16-20 in Cannes, France, which focuses on marketing’s evolving landscape and the essential role of influencers and creators.
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The Creator Economy: Shaping Brand Partnerships
Hernandez highlights a transformative trend in the digital realm: creators now have an array of options beyond traditional brand partnerships. “Gamers are not just reliant on brands for income anymore,” she explains. “They can monetize their content independently on various platforms.” This evolution reflects a growing trend where expertise extends beyond gaming; creators are also adept at navigating platforms like TikTok and Instagram, making them invaluable assets for brands looking to bridge the gap to younger audiences.
Navigating Brand Safety
However, with the digital advertising landscape comes the significant challenge of brand safety. Thompson emphasizes the rigorous vetting process at Havas Play to ensure that brands align with the right creators. “We have a robust system in place to connect brands responsibly, assessing not only relevance but also the safety of our creators,” he states. This meticulous approach is vital for brands that may be more conservative, like financial institutions, ensuring their message resonates appropriately with consumers.
Empowering Creators: The New Frontier
Shab Azma, CEO and founder of ARC Collective, brings another perspective on the creator economy. He points out that social media platforms offer creators unparalleled ownership and control over their content, a key factor in their appeal. “We’re emphasizing ownership more than ever. Traditional television is just not cutting it anymore,” Azma asserts. He emphasizes that digital creators are producing content that rivals traditional media quality, enabling them to take more innovative risks.
Azma adds, “Not every influencer is eyeing traditional entertainment roles. They recognize their power within their community and are exploring avenues like podcasts, live streaming, and even consumer products—all while retaining ownership.”
Conclusion: The Future of Brand Engagement
The landscape of branding is shifting, driven by the dynamic forces of gaming culture and influencer expertise. As brands navigate this evolving terrain, they must prioritize genuine partnerships that resonate with consumers on a more personal level. Through a combination of strategic connections and a commitment to understanding the digital environment, brands can successfully engage with the ever-elusive Gen Z and beyond.
Stay ahead of industry trends with other exciting episodes of “Strictly Business,” Variety’s weekly podcast exploring the intersection of media and entertainment. Subscribe to our free newsletter here for the latest updates.
