Video Games Offer Effective Brand Activations for Families
The global COVID-19 pandemic accelerated the use of screens and created an uptick in gaming (primarily due to the need for human interaction and the expanded variety and accessibility of video games). In fact, a 2021 Frontier survey of more than 1,000 parents showed that nearly 63 percent of parents with at least one child (aged 5 to17) who played video games reported that video games had a positive impact on their child.
In a recent social media post, Adam Grant, organizational psychologist and bestselling author, reported that a review of 101 studies, which included 106,000 kids and teens, showed that video games had an insignificant negative impact on grades, depression, attention, and aggression. He explained that only 3.1 percent of the participants showed problematic behaviors, which he believes are more likely symptoms of mental health issues than causes.
Digging deeper, the 2021 ESA report showed that 90 percent of players agreed that video games bring joy through play and that games can inspire, provide mental stimulation, and relieve stress. Additionally, more than three-quarters of those surveyed reported gaming with friends (a two-thirds increase from 2020), and 74 percent of parents reported playing video games with their children on a weekly basis (an increase of almost 20 percent from 2020).
Families (and brands) are giving gaming a try – and they like the results.
Make It a Family Affair
Brands and gaming companies are embracing the family aspect of gaming – and launching a variety of successful collaborations.
A few things will lead to successfully integrating brands into family gaming activations:
- Understand the hesitations. While few gaming parents blame the entire category for poor behavior, many are concerned about specific genres and content (e.g., shooter games and unmonitored interactive play with strangers). Parents are also very concerned about sensitive material in specific video games. The 2021 Frontier survey showed that sexual content, drugs and alcohol, blood and gore, and violence were the top four concerns. Reviews should include warnings about specific content types, and ratings can inform parents that age-appropriate materials. Be very aware of these concerns and ensure that brands are aligned with the right gaming content that will make parents, kids, and families feel safe.
- Know the motivations. While gaming companies are aware of the benefits and risks of kids' gaming, parents' perceptions are only sometimes correct. Understanding the motivations behind why parents allow gaming can help marketers. For example, the Frontier study reported that parents like the fact that gamer kids often have good logical thinking skills (62.9 percent) and are generally happier (60.5 percent ) than non-gamers. Offering more games that develop problem-solving skills will reassure many anxious parents – and even encourage them to want to participate.
- Promote family-focused challenges. From Family Game Nights to leaderboard competitions, encourage families to work together to advance their teams. This creates a sense of togetherness, accomplishment, and of course, excitement. By having family members compete with rather than against each other, games can encourage positive play. In addition, watching other families play games together - observing their skills, interactions, and problem-solving processes - is entertaining. Families like to compete and watch others compete, so adding a challenge is a natural draw.
With a nation full of gamers – a reported 227 million Americans play video games – it makes sense to meet gamers where they are and reap the benefits of such a powerful medium. Brand collaborations with gaming companies have the unique possibility to capture the minds and hearts of families simply by making gaming a family affair. By being present during these more intimate social bonding moments, brands can generate deeper affinity with their audience.
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Bill Karamouzis is president at Enthusiast Gaming.