PPB March 2019

MARKET SHARE Getting InThe Game For greater exposure, brands look to advertising in esports. For gamers, the time is now—and for brands looking to reach this pool of some 2.2 billion worldwide players, there’s no better time to tap into this ever-growing and constantly changing market. More and more people are playing video games, whether traditional or online. Online games can be downloaded, oftentimes for a fee, and played in real time against real players. Unlike traditional video games, players are no longer solely battling against the computer, but each other, making for a competitive, fast-paced experience. Every game is different, but some of the most popular games attract players of all ages, from all demographics, residing all over the world. This presents an immense opportunity for brands looking to penetrate the gaming sphere and offer their products to these gamers and fans. To provide some perspective, there are currently about 150 million Americans who play video games, which equates to nearly half of the total U.S. population. One of the most popular online video games is Fortnite. Introduced to market by Epic Games in 2017, Fornite is a battle royale-style game that invites players to compete against each other or on teams. Worldwide, this free game attracts some 40 million unique users each month , many of whom spend an average of $84.67 on in-game purchases like character skins (costumes for their avatar) and gliders (a virtual flying apparatus), according to Fortune . The average Fortnite player also dedicates an average of six to 10 hours per week to playing the game, and for those who turn pro, this number can be much higher. For promotional products companies looking to penetrate this space, there is limitless opportunity. Many popular online games have a cult-like following of people who also purchase branded merchandise associated with the game. Production and gaming companies, competitors and fans and gaming tournaments are constantly on the lookout for new branded goods to offer consumers. There’s currently a host of products available for Fortnite fans, like apparel, wall art, coasters, inflatables, action figures, fidget spinners and coloring books. Promotional products companies can also offer products designed to promote gaming events. An even more popular game, League of Legends—a free-to-download game with some 80 million players, 27 million who play the game daily—sold out the more than 18,000 seats in New York’s Madison Square Garden for two consecutive nights. This game also has its own set of branded merchandise, which was sold throughout the event. Video game companies, whether online or traditional, have had a long relationship with promotional products. With dedicated fans eager to sport clothes or rock accessories featuring their favorite avatar or game slogan, these products are ones that will be treasured by this growing group. Promotional products have even been found to increase the sale of games by drawing raving attention to a new character, feature or aspect of the game, yielding higher in-game purchases. And with 2,711 gaming companies in the United States, according to the Entertainment Software Association, and hundreds of events scheduled annually, there’s no shortage of potential in this market. Who’s The Average Gamer? • The average male video gamer is 32 years old, and the average female gamer is 36 years old • 45 percent of gamers in the United States are women • 64 percent of households own a device used to play video games, with an average of two gamers per household • 60 percent of Americans play video games every day • Contrary to popular belief, more adult women play video games than teenage boys; 33 percent of women over the age of 18 compared with 17 percent of males under the age of 18 • 46 percent of frequent gamers say that gaming helps their family spend more time together Source: Entertainment Software Association | MARCH 2019 | 79 THINK