From a humble beginning to a cultural powerhouse, engaging millions of people, the gaming industry has come a long way. Its reach and impact can be understood from the fact that the number of online gamers in India reached 455 million in 2023, as per a FICCI-EY report. It is estimated that 100-110 million users play online games daily in India, the report states. The reach of this industry seems to have influenced brands to collaborate with game developers to connect with an engaged audience.
With the advent of newer technologies, brands seem to have transformed the way of advertising. A few brands have opted for in-game advertisements which is believed to offer more visibility and engagement. In this article, BrandWagon Online takes a look into such collaboration between brands and game developers.
Louis Vuitton and League of Legends
Louis Vuitton joined hands with League of Legends in 2019 for the first time. In 2019, Riot Games, the publisher of the game released ‘True Damage’, a virtual group consisting of five of the game’s characters. These in-game ‘skins’ were available for in-game purchases. Then, Nicolas Ghesquière, creative director, Louis Vuitton, re-designed two of the in-game character outfits as more expensive, ‘prestige’ editions of the skins. On the other hand, Louis Vuitton released a league-inspired collection of clothing, shoes, and accessories in the real world.
Nike and Fortnite
In 2022, Nike, an American athletic footwear and apparel brand launched a range of virtual sneakers and apparel only for ‘Fortnite’ players. Players could purchase branded in-game items which were introduced after this partnership. This collaboration was believed to be more than a digital marketing stunt. It seemed to be a move to tap into a growing market of virtual goods and community of Fortnite players, who were approximately 500 million in numbers across the globe in March 2023, as per a report published by Statista.
Coca-Cola and EA Sports
Before FIFA World Cup 2018, The Coca-Cola Company joined hands with EA Sports, makers of FIFA video game series. The campaign introduced FIFA 18’s virtual athlete Alex Hunter as a brand ambassador of Coca-Cola. The collaboration was claimed to extend beyond the gaming world through special packaging and retail partnerships globally. It was claimed that the ad spot will be shared on social channels and displayed on marquee out-of-home sites including the Coca-Cola Times Square sign, the world’s first 3D robotic sign.
Monster Energy and The Death Stranding
Monster Energy, an energy drink by Hansen Natural Company was featured in The Death Standing, a game developed by Kojima Productions. Players could find the drink as consumables in private rooms of the game which provides them a temporary 10% stamina boost. It might seem to be an unexpected synergy as Death Stranding focuses on isolation, endurance and overcoming adversity where Monster Energy is associated with adrenaline-fueled activities. But the core focus of the game which is to overcome difficulties resounded with the drink’s potential customers.