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利用Twitch直播平台进行品牌互动营销时需考虑的7个方面

发布时间:2019-10-14 08:57:31 Tags:,

利用Twitch直播平台进行品牌互动营销时需考虑的7个方面

原作者:Marshal D. Carper 译者:Vivian Xue

无论在游戏行业还是其它行业,Twitch对许多营销人员和品牌经理来说一直是个谜。如果你是游戏开发者,Twitch带来的流量是新游戏发行成功的基石。如果你是品牌方代表,了解Twitch平台对于提升品牌吸引力同样关键。

毕竟,该平台的平均在线观众数量已经达到了120万。红牛和GEICO(全球第五大汽车保险公司)等大品牌都大量投资了Twitch平台,正在部分甚至完全依靠Twitch进行营销。Twitch的电子竞技业务也在蓬勃发展,连PUMA都加入了,据报道他们投资了八位数。

每当企业(无论是游戏公司还是其它)向我们咨询如何利用Twitch平台时,我们都会建议他们按照下面这个流程行动,我们通过它审视了自己的游戏和我们的品牌客户商:

1. 定义你的品牌为什么以及如何与游戏挂钩

2. 深入思考你的目标群体是哪些人,如何通过Twitch接触到他们

3. 考虑与粉丝规模不同的影响力者/主播合作

4. 考虑产品基本点和品牌logo植入

5. 在营销活动前后与影响力者/主播们建立和保持友好关系

6. 设计互动性强、激发参与的营销活动

7. 建立一个收集、衡量和解读营销指标的流程

这种Twitch营销策略建立方式以“参与性第一(engagement-first)”为原则。正如你可能想到的,这些步骤中隐藏着一些大问题,在你们的品牌开始营销前最好先处理好这些问题。

对玩家讲话和真正与玩家交流是不同的。GEICO从表面上看似乎与游戏毫无关联,除非玩家们刚好需要汽车保险。GEICO的做法不是简单地让他们的吉祥物“Gecko”和玩家互动,而是在营销部门中建立了一个完备的电竞分部。

如今,每当GEICO参加展会,他们的展位都能凭借真正有价值的东西吸引人们参观。你可以观看职业电竞选手展示本领,你可以亲身参与比赛,或者畅玩他们搭建的十几个游戏站。待在GEICO的展位非常有意思,因为他们试图通过精心布置融入玩家群体。如果你也是游戏爱好者并且去过他们的展位,如今你在Twitch直播中看到GEICO标志会产生更深刻的感觉,因为他们已经自然地与游戏社区融为一体。

twitch-desk(from polygon)

twitch-desk(from polygon)

让一名游戏开发者回答这个问题(即步骤1:定义你的品牌为什么以及如何与游戏挂钩)可能很容易,但真这么简单吗?不错,你本身制作的就是游戏,但在游戏这把大伞下有着大量微社区,它们能帮你定义你希望建立的价值和联系。你想重现经典?你希望秉承桌上角色扮演游戏的精神?你可以从这些微社区中得到许多指示,但更重要是的思考你们的团队想要创造的游戏价值,以及如何传达这些价值。

当你思考目标受众时,你应该把Twitch视为和Facebook或Instagram差不多的事物。它们都是庞大的平台,拥有数千个交集程度不同的子社区。当你在Facebook上营销时,你利用这个平台为产品寻找合适的消费者。使用Twitch的思路也一样,你应该清楚了解你想吸引哪些人,然后去寻找影响力者、社区和吸引受众的游戏。

就目前的情况而言,很不幸在Twitch上做到这些可能比其它更传统的社交媒体平台困难,因为你的目标群体受到你们选择合作的主播的影响。你可能无法像在Facebook上那样查看用户数据,但你可以通过下面几种方式确定目标群体。

1. 查看一名主播经常直播的游戏的观众数据。

2. 一名主播经常支持的社会事业的人口数据(比如某项慈善)。

3. 该主播直播内容的性质(内容偏向儿童还是成人)。

4. 该主播的其它社交平台粉丝数据,如Instagram或Twitter

5. 通过第三方获得见解和指标数据

注:收集Twitch数据和见解的工具有好几个。我们最喜欢用PowerSpike。

让我们以Intuit为例子说明品牌可以如何做。Intuit与GEICO经历类似,他们在Twitch上推广多功能报税管理软件“TurboTax”。是的,玩家同样需要处理税务问题,但要让玩家们热衷于这种产品似乎是种空想。当他们使用PowerSpike寻找Twitch主播时,他们发现了一些主播的观众可能需要报税服务(具体来说就是那些观众以成年人居多的主播)

通过选择合适的主播、合适的观众群体,当主播和观众们谈起报税的烦恼时,TurboTax成为了话题中心,他们讨论着像TurboTax这样的软件可以怎样解决问题。这是成年主播和成年观众之间很自然的对话,没有任何尬聊的感觉。同时,这增加了TurboTax的曝光度,它成为了一个受信任的主播的推荐产品。

过去十年的社交媒体营销带给我们最重要的教训是:针对性强的营销要比那些大规模、广泛的营销更有效果。这个道理同样适用于Twitch营销。是的,和Ninja这样的大主播合作自然能吸引广大的观众,但观众体量不是选择合作主播最关键的标准。

取决于你的目标和成本,你可能会发现和小主播合作更成功。以下是原因:

-他们的赞助商更少,因此他们的宣传任务更少,这意味着他们能够在你的品牌上投入更多心思。

-比起大主播,他们和粉丝的互动更加私人化。有时候,Twitch主播的粉丝数量太多,新消息的数量太多,出现频率太快,以至于他们根本不可能回复粉丝。一些小主播更容易和粉丝建立有意义的互动,因为他们可以真正地一对一聊天。

-品牌总覆盖面可能更广。与10名观众数量1000的主播合作可能比和一名观众数量1万的主播合作更划算,并且小规模直播的品牌植入效果可能更好。

-你可以获取更多数据。如果你选择和多个小主播合作,你可以对营销内容进行A/B测试,对比参与度指标。你会发现某个主播的营销方式回报率高得多,这对接下来的营销大有帮助。

-你可以针对同一社区的多个角落进行深度宣传。Twitch用户经常同时关注好几个主播,当他们看到你们品牌支持了他们喜欢的多个主播,你的产品对他们来说就更有意义了。

这里有一个需要注意的地方,虽然单个主播的粉丝规模可能不像你一开始所想的那么重要,但粉丝总数很重要。如果数据显示你需要X次曝光产生X次的网站访问量,从而产生X收入,你的营销活动触及的粉丝应该达到这个规模。

通过创意方式宣传品牌很关键,但是许多品牌会忽视一些同样重要的基本事项,最终损害了他们的潜在影响力。你应该为Twitch营销做的基础工作有:

-为主播们准备好品牌logo文件,各种颜色的高清品牌logo。主播们需要把你的品牌logo融入到他们的直播界面中,因此为他们提供不同尺寸形状的logo将便利他们的工作。

-准备一些与品牌有关的动图和视频,如果丰富的媒体是营销活动的一部分,即便这没有明确写在合同里,如果你提供这些料,主播们将从这些资料中获得启发从而创作出更具创意的内容。

-针对Twitch的登录页和其他社交媒体支持。如果你成功吸引了Twitch用户,在其他平台上宣传这个活动,准备好要传播给目标受众的信息。

-及时为主播提供产品和装备。这一点似乎不用多说,但很多品牌在做营销时没有考虑到产品的交付期限以及寄送时间。

如果你想更进一步,你可以使用OBS(Open Broadcast Software,一种组织Twitch直播最常用的工具)制作营销资源,为主播提供PS和插画文件,支持他们个性化直播。甚至你可以提供定制文件作为对其直播文化的认可,可以结合代表他们直播特色的个性化表情符号或其它设计元素。

全职主播更专业,你也应该以专业的态度对待他们。即使影响力者营销的流行程度与日俱增,但仍有一些品牌主管不明白他们与主播的幕后合作将对一场营销活动产生什么样的影响。比如,你想让主播推荐你的啤酒,那你应该给他寄几箱啤酒。这不仅为了让主播有足够多的产品展示,也为了和他们建立好关系。

是的,我们听说过一些品牌要求主播购买他们的产品,我们还听说过一些品牌只愿意给主播提供最少量的产品,比如一罐饮料。这太糟糕了,并且这样很难使主播对你的产品产生兴奋感,更别提把这种兴奋感传递给他们的粉丝。

而对游戏开发商来说,他们在赠送游戏下载码时应该大方点,在游戏发行前提供周边产品,并帮助主播把产品赠送给粉丝。

营销活动结束后,记住要继续和主播们保持联系。时不时给他们寄点小礼物(如果你是管理消费产品的),并在你的社交媒体平台上提到他们(比如回放该主播推荐你们产品的视频)将能激起更多围绕你的品牌的讨论,并为下一个营销活动铺好道路,如果你们下次继续合作的话。

Twitch平台的独特之处在于其互动性,关于这一点我们已经讨论了很多。观众们感觉自己是他们喜爱的主播现场制作的内容的一部分,品牌方应该思考如何以有意义的方式参与到这种体验中。在直播时展示品牌logo是不错的方式,但你可以做得更好。

你的品牌应该成为直播的参与者,参与方式应符合你们品牌的个性、价值和产品,也许下面这些方式可以给你一点启发:

-派一名品牌代表加入直播并时不时参与讨论。如果这位品牌代表有自己的社交媒体账号和粉丝就更好了。

-为直播观众举办比赛或者赠送奖品,从而让他们感受到品牌对他们和这个社区的关怀。

-使用频道机器人,在主播谈论你的品牌时自动分享相关链接和信息。

-通过奖励和赠送品使主播受益。例如,你可以给打赏最多的粉丝或者里程碑助攻粉丝赠送产品,激励主播和粉丝更多地谈论你的品牌。

-为主播和观众定制一个互动游戏。Twitch允许用户创造各种各样的互动方式,但很少有品牌尝试这么做。(我们会在下一个部分继续讨论)

举个例子,如果你刚发行了一款游戏,你可以让团队寻找打这款游戏的新主播,然后加入直播,和主播进行有意义的互动,无论这些主播是花钱请来的还是什么。

Twitch的交互性之高对品牌来说可能令人兴奋,也可能让品牌望而却步。只要你肯花时间设计有意义的营销活动,你可以创造出一些很酷的东西,这些内容可能提升参与度,甚至实现病毒式传播。

长期以来,人们对影响者营销批评不断。谷歌广告、Facebook和网站流量分析等营销工具把我们宠坏了。我们想要丰富的见解、深度的追踪和归因分析,但许多影响者营销至多能提供一些模糊的数据。

Twitch上的影响者营销同样具有这些问题,因此我们这里要再次提到PowerSpike,你可以通过它的技术追踪以下数据:

-直播观众数量

-粉丝数量

-观看时长

-最多人玩的游戏

-参与度

-活跃的观众

-观众的兴趣

-情绪

-影响范围

-点击量

-转化率

若你不使用PowerSpike这样高效强大的平台,你至少应该对每位主播使用实时跟踪类型的URLs,个性化登陆界面和其他归因工具,比如优惠券代码、lead magnets(为了吸引消费免费提供的产品或服务,或者一名带货者,游戏邦注),还有跟进调查。

Twitch品牌互动的未来

基于我们目前在Twitch最具创新性、参与性最强的角落看到的趋势——从顶级主播到品牌方再到非盈利组织——直播互动将成为Twitch未来发展的驱动力。观众参与是Twitch的基石,并且互动量在持续增长。游戏开发商将与营销人员携手利用Twitch的API(应用程序接口)打造真正能吸引观众的互动内容,这种趋势才刚刚开始。

就我们自己而言,我们在这方面的首个尝试是一款叫“Coffee Crisis”(咖啡危机)的Twitch互动小游戏,这是我们为匹兹堡重金属风格咖啡店Black Forge Coffee House打造的一款游戏。当主播在外星人和怪兽间打斗时,观众们可以培植敌人,放置或拿走增强道具,并把关卡改变成各种重金属风格的场景,例如血雨或者燃烧的头骨。这些完美符合Black Forge品牌,以及他们想吸引的重金属爱好者的口味。

随着Twitch不断进化,我们发现了一些品牌方应注意的趋势苗头:

-以品牌内容为核心,与Twitch平台深度结合的优质游戏体验。
-在重大游戏时刻之间插入的“临时游戏”(例如主播打《使命召唤》时,在等待复活期间一边打游戏一边谈论你的品牌)
-一些情感驱动游戏(Sentiment-driven games)运用OBS特效、聊天机器人和参与度分析工具,根据实时直播情况创造精彩时刻和独特的内容。
-程序生成内容——可玩的游戏或视频——例如以顶级粉丝的自定义形象为英雄,实时生成一个剧情。

也许对于像我一样的营销者兼游戏开发者来说,Twitch营销最令人兴奋的地方在于它的机会是无限的,许多互动形式还未被开发出来。随着Twitch不断进化,你的品牌很可能成为营销革命先驱。

本文由游戏邦编译,转载请注明来源,或咨询微信zhengjintiao

Twitch is a strange puzzle for many marketers and brand managers, both inside and outside of the games industry. If you are a game developer, getting traction for your game on Twitch is now one of the cornerstones to successfully launching a new title. If you represent brand trying to engage the gamer audience, understanding Twitch is a platform is just as crucial.

After all, the platform now boasts an average of 1.2 million concurrent viewers. Major brands like Red Bull and GEICO are making big investments in marketing that rely partially or entirely on Twitch. Esports are thriving on Twitch as well, and brands like Puma are there too, reportedly making investments in the range of “eight figures.”

When any business–gaming or otherwise–asks how to leverage Twitch, we recommend this high-level process that we vetted with our own games and with our own clients:

1. Define how and why your brand intersects with gaming.

2. Think deeply about who your audience is and where they might be on Twitch.

3. Consider influencers with a range of following sizes.

4. Cover the basics of product and logo placement.

5. Treat influencers well before and after your campaign.

6. Craft campaigns that are interactive and driven by engagement.

7. Have a process for gathering, measuring, and interpreting campaign metrics.

This is an engagement-first mentality to building your Twitch strategy. As you might have guessed, there are some big questions hidden in these steps, and your brand is better off answering them before your campaign begins.

There is a difference between talking at and talking to gamers. For a brand like GEICO, the surface level of the brand seems like it would have nothing to do with gaming beyond the coincidence that gamers also happen to need insurance products. Instead of simply slapping the GEICO Gecko on a bunch of “gamer” swag, however, they built a full-fledged eSports arm of their marketing department.

Now, when GEICO goes to events, their booth is an attraction that provides real value to attendees. You can go to the booth to watch eSports pros showcase their skills, or you can be a competitor yourself, or you can simply hangout and enjoy playing one of the dozens of game stations they have set up. Being at the GEICO booth is fun because the brand was deliberate and thoughtful about becoming a part of the community. If you are a member of the gaming community and have experienced this, seeing the GEICO logo on a Twitch stream now has a deeper meaning because it is organically associated with the gaming community.

A game developer answering this question is deceptively simple. Yes, you make games, but there a multitude of micro communities under the gaming umbrella that should help you define the values and connections you aim to build. Do you have a retro ethos? Are you building on the spirit of tabletop roleplaying? There are plenty of directions you can take here, but it is important that you think more about the gaming values of your team and how those values are expressed.

When you think about target audiences, you should think about Twitch much in the same way that you think about Facebook or Instagram. These platforms are massive and are home to thousands of subcommunities with varying degrees of overlap. When you market on Facebook, for example, you use the platform to target the right customers for your products, and you should think about Twitch in a similarly. You should have an idea of who you want to reach and then identify the influencers, communities, and games that attract that audience.

As it stands now, this is unfortunately not as easy on Twitch as it is on more traditional social media platforms since the bulk of your targeting will be driven by the streamers your brand chooses to work with. You might not be able to click through a demographic checklist the way you can on Facebook, but you can identify target communities by evaluating the following:

-The audience data for the games a streamer typically plays on his or her channel
-The demographics for the social causes a streamer regularly supports (such as a specific charity)
-The nature of the streamer’s content (is the performance geared toward children or adults?)
-The available data on the streamer’s audience outside of Twitch, such as on Instagram or Twitter
-The insights and metrics available from a third party

Note: There are several tools available for gathering data and insights from Twitch. PowerSpike is one of our favorites.

For an example of how this played out in practice for a real brand, Intuit has a similar story to GEICO with their TurboTax product. Yes, gamers also need to do taxes, but that’s a farcry from the escapism and camaraderie that makes gamers a passionate audience. When they engaged PowerSpike to run a Twitch influencer campaign, they were able to identify the streamers with audiences who might need tax services (specifically more adult audiences).

By selecting the right streamers with the right audiences, TurboTax was able to be the center of a real conversation around the frustrations usually associated with taxes and how a solution like TurboTax solves them. When you have an adult streamer with an adult audience, this is a very natural, human conversation that doesn’t feel forced. At the same time, it plants the seeds for TurboTax both in terms of exposure and in terms of the recommendation from a trusted tribe leader–the streamer.

One of the biggest lessons social media marketing has taught us over the last decade is that highly specific targeting is often more impactful than a big, broad reach. This same philosophy should impact how you think about marketing via Twitch. Yes, the reach of a mega streamer like Ninja is attractive for obvious reasons, but you should not assume that audience size is the most critical metric in how you choose which streamers to engage.

Depending on your goals and your budget, you might find more success working with smaller streamers. Here’s why:

They will have fewer sponsorship obligations dividing their attention, which means that your brand gets much more attention and thought.

Their chat engagement may be more personal and interactive than a large stream. At a certain point, a Twitch following can be so big that reading and reacting to chat comments is almost impossible due to the speed and volume of new messages. Smaller streamers have the advantage of being able to build more meaningful relationships with their audiences because they can actually talk back and forth.

The total reach of your brand may actually be bigger. It may be more affordable to work with 10 streamers with 1000 concurrent viewers a piece than one streamer with 10,000 concurrent viewers, and that’s especially exciting when you consider that your brand’s placement might be better on the smaller streams as well.

You have more data to learn from. When you engage multiple smaller streamers instead of one big one, you can A/B test messaging and compare and contrast engagement metrics. You might discover that one streamer with a specific approach has significantly more ROI than another, and that’s a big win for the success of every campaign that follows.

You can target multiple corners of the same community to build deeper roots. Twitch users often follow many players of the same game, and when they see your brand supporting several of their favorite streamers, that can be meaningful.

A key note here is that while the size of the individual streamers you engage may not matter in the ways you initially assume, the aggregate does. If you have data that says that you usually need X amount of impressions to generate X amount of website visits to generate X amount of revenue, you should bring that math to your Twitch efforts and build a campaign that reaches a meaningful audience size for your campaign.

As critical as it is for you to be creative in finding a way to make your brand stand out on Twitch, the fundamentals matter and too many brands overlook them, ultimately hurting the potential impact they could have had. The groundwork for your Twitch campaign should include:

-A package of streamer-friendly logo files. Provide your logo in multiple colors and in high-res file formats. Your streamers will need to integrate your brand into their layout, so having logos of varying dimensions (square instead of a rectangle, for instance) will make that easier
-Resources like brand-based GIFs and videos if rich media is going to be a part of your campaign. Even if this is not an explicit part of your streamer agreement, providing it can inspire the streamer to be more creative and more generous.
-Twitch-focused landing pages and social media support surrounding the campaign. If you engage Twitch streamers, promote that activity on your other platforms and have messaging prepared that speak directly to the gamer-minded audiences you are targeting.
-Provide streamers with products and gear in a timely manner. That sounds obvious, but many brands begin campaigns without considerations around fulfillment and shipping times.

If you wanted to go above and beyond, you could build resources with OBS (Open Broadcast Software, one of the most common tools for managing a Twitch stream) in mind and also provide streamers with Photoshop and Illustrator files to support their stream customizations. Even better, you could provide personalized files that give a nod to the culture of the individual’s stream, perhaps incorporating their custom emoticons or the other design touches that have become staples of their streams.

Full-time streamers are professionals, and you should treat them accordingly. Even with the popularity of influencer marketing reaching new heights with each passing day, we still meet brand leaders who don’t quite understand how what they do behind the scenes with an influencers impacts a campaign. If you want a streamer to promote your beer to their fans, for example, send them a case or several. Not only do you want the streamer to have plenty of product to show off on stream, you want the relationship to get off to a positive start.

Yes, we’ve heard of brands asking streamers to buy their products, and we have also heard of brands sending along the bare minimum amount of product, like a single can of a beverage. That’s bad form, and the genuine excitement you hope to inspire in the streamer and their fans will be less likely to form.

For game developers, this lesson means being generous with game codes, providing swag and other goodies well-ahead of launch, and helping streamers enable giveaways to their audiences.

Once your campaign concludes, keep the relationship with the streamer alive. Small touches like a care package from time to time (if you deal in consumer products) and shouting-out the streamer on your social media occasionally (such as a throwback to a video of the streamer promoting your product) can spark more organic conversations around your brand and set the stage for a more successful follow-up campaign if you hire the stream again in the future.

We have already talked at length about how what makes Twitch special is its potential for interactivity. Audiences feel like they are a part of the content being created live by their favorite streamers, and brands should look for opportunities to be a part of that experience in meaningful ways. A logo on a stream is great, but you can do so much more.

Your brand should be a participant in the stream. How you go about doing that should align with your brand personality, values, and products, but these ideas might help you get started:

-Have a brand representative join and regularly participate in chat. Bonus points if this individual has a social following of his or her own.
-Run contests or giveaways for stream followers so they feel like the brand cares about them and their favorite communities on a personal level.
-Incorporate a channel bot into the campaign to share links and relevant information when your brand is a part of the stream conversation.
-Tie rewards and giveaways to actions that benefit the streamer. For example, you could offer a product giveaway if someone donates to the streamer or upgrades their subscription, incentivizing both the streamer and their fans to talk about your brand.
-Give your streamer a custom engagement-driven game to play with their fans. Twitch interactives enable a lot of dynamic content creation, and few brands have set sail on this blue ocean (more on this in the next section).

If you are launching a game, for example, you should have team members monitoring for new streamers playing your game, and your team should visit these streams to have real, meaningful conversations with the people playing and promoting your games, whether they are paid influencers or not.

The amount of interactivity available to brands on Twitch can be both exciting and intimidating. If you take the time to work through a creative process to craft a meaningful campaign, very cool things can come out the end, from more engaged prospects to viral content spurned forward by the memorable moments your brand helped to create.

The longstanding criticism of influencer marketing has been attribution. Platforms like Google Advertising, Facebook, and web analytics have spoiled us. We expect to have rich insights and in-depth tracking and attribution opportunities. Many influencer-based marketing campaigns produce data that is fuzzy at best.

For a long time, influencer marketing on Twitch suffered from these same shortcomings, but again, I have to plug PowerSpike here because of what their tech enables. You can track:

-Live Viewership
-Followers
-Time Watched
-Most-Played Games
-Engagements
-Engaged Viewers
-Audience Interests
-Sentiment
-Reach
-Click
-Conversions

If you don’t take the high-powered approach with a platform like PowerSpike, you should at the very least use trackable URLs for each streamer, custom landing pages, and other attribution tools like coupon codes, lead magnets, and follow-up surveys.

The Future of Brand Engagement on Twitch

Based on the current trends we are seeing in the most innovative and engaged corners of Twitch–from top streamers to brands to nonprofits–the future of Twitch will be driven by stream interactivity. Audience participation has been the cornerstone of Twitch from the beginning, and that continues to grow. We are at the very beginning of game developers and Twitch marketers starting to leverage the Twitch API to create content that is truly audience-driven.

For our part, one of our first experiments in this realm was a Twitch-integrated game called Coffee Crisis (built for Black Forge Coffee House, a heavy metal coffee brand based in Pittsburgh). While the streamer brawls his or her way through aliens and monsters, viewers can spawn enemies, give or take power-ups, and transform the level in a variety of heavy metal ways, such as with blood rain or flaming skulls. All of that is perfectly on brand for Black Forge and for the heavy metal fans they wanted to target.

As this space evolves, we are seeing the early stages of other trends that brands should pay attention to:

-Full-fledged premium experiences built around brand-specific content with deep Twitch integrations

-Overlay games that can be added to any Twitch stream and played in the downtime between the primary game moments (waiting for a respawn in Call of Duty, passing the time playing a game with chat brought to you by this great brand)

-Sentiment-driven games that use OBS effects, chat bots, and engagement analysis to unlock wow moments and unique content tailored to what’s happening on the stream

-Procedurally generated content–from playable games to stream videos–that pulls from the streamer and his or her audience, such as incorporating top fans and their custom avatars as heroes in a story in real time

Perhaps the most exciting part of all of this–for a marketer and game developer like myself–is that the opportunities here are so open-ended that there are likely interactive opportunities that haven’t been thought of yet. This space will evolve, and your brand could be one of the drivers of that evolution.

ABOUT THE AUTHOR: MARSHAL D. CARPER, MEGA CAT STUDIOS

Marshal is a marketing author and the Director of Brand Engagement for Mega Cat Studios, a Pittsburgh-based video game development studio. From retro-inspired collectible product experiences to virtual reality, Marshal helps brands incorporate video games into their fan-engagement strategies to help them develop deeper, more meaningful fan communities.(source:Gamasutra


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