It's no secret that gaming is big business and marketers increasingly are looking to expose their brands to the multitudes who participate in the activity.
Independent agency Omelet has supported brands’ gaming-focused marketing efforts for years working in the space with clients like Google Stadia, Ubisoft, Microsoft, Warner Bros., Square Enix and others.
And now the LA-based shop has repackaged its capabilities into a new offering its calling the “Cheat Code,” offering services from strategy, creative and production through launch and measurement. The agency is positioning its service as a “one-stop” for brands just getting into the space and those well-versed in it.
The gaming landscape can be a tricky one for brands to navigate, says Josh Smutko, Group Creative Director at Omelet. “Every gaming audience is a spectrum,” says Smutko. “And they can’t be treated through a single mindset or profile. The binary labels don’t work anymore. This is at the core of the challenge brands face entering gaming [which is] understanding how to communicate with such a complex set of demographics and psychographics.”
Thanks in part to the pandemic the global gaming market rose 9.3% over the past year to $160 billion, making it the largest entertainment category by revenue. Market research firm Mordor predicts it will surpass $250 billion by 2025.