According to NewZoo, there are2.7 billion gamers worldwidethat play video games on either consoles, PC or mobile devices, which equates to roughly one-third of the global population. From franchise games like Super Mario and Pokémon, FIFA and Grand Theft Auto to the more recent booming titles such as Fortnite, Animal Crossing, Clash of Clans and Call of Duty have become household names, taking consumer minds and imagines out of the physical world and into the virtual world.
While the games themselves have taken the industry to a size that’s bigger than the global film and music industries combined, thetalent within the gaming community have lagged behind in relevance and notoriety. In the last several years, gaming talent has seen a significant uptick in relevance thanks to the rise of influencer culture, live streaming on Twitch and YouTube, and the rapid growth of the esports space. Based on this context and our insights in the marketplace, we believe thatgaming talent has been misunderstood by traditional brands and cultural entities and that with an understanding of this group, brands can leverage their influencer to achieve marketing objectives in gaming as well as in culture.
In the presentation below, ITB further defines gaming talent within the larger spectrum of entertainers, analyses their characteristics and motivations, and outline key considerations that are critical to activating with this breed of talent.
If you have any questions or have an interest in developing programming around gaming talent, please contact Michael Jacobson at ITB.