Marketers cannot fake it until they make it in the video game industry, explains Satori Kawamura, the director of brand partnerships at Mana Partners. If they do, she says, sophisticated players will see straight through any attempts to exploit them, and communities will respond accordingly.
In our increasingly digital world, video games are generating more revenue than movies and music combined. As the gaming industry grows up, the cost to acquire players is dramatically increasing. But unlocking true engagement requires much more than marketing dollars. The quest to build stronger and more creative branded gaming collaborations involves daring to step outside of our comfort zone and look beyond traditional agency thinking.
