• by Banks Farley , Morgan Pomish , Yesterday

Economic uncertainty forces brands to rethink their marketing priorities, doubling down on essential channels to reach consumers where it matters most. At the same time, consumers are prioritizing what they consider essential, focusing their spending on necessities like food and household items while cutting back on discretionary spending. But gaming challenges what can be considered essential for brands and consumers alike.

Gaming Isn’t a Splurge, It’s a Stay-At-Home Staple

When money is tight, consumers rethink their priorities -- but entertainment remains non-negotiable. McKinsey reports that 67% of consumers plan to maintain or even increase their spending on home entertainment during recessions, prioritizing it over categories like home decor, electronics, and even personal care. When compared to other forms of at-home entertainment, gaming fulfills deeper emotional needs -- offering more connection, creativity, and escape that other forms struggle to match.

Showing up in spaces where gamers gather -- whether it’s in the games they play, around the gaming content they consume, or at the events they attend -- allows brands to reach a captive and increasingly receptive audience, ESPECIALLY as spend slows.

 The Ecosystem Provides Access for All 

The gaming world has never been more accessible. Free-to-play games across mobile, PC, and console platforms provide ample opportunities for exploration and entertainment without requiring a hefty upfront investment. For those with existing game libraries, "tackling the backlog" -- revisiting those already-purchased titles -- and searching online platforms for associated gameplay tips becomes an appealing way to engage in their passions while protecting their wallet. 

Gaming isn't just accessible for consumers, it's also accessible for brands with a range of media-ready solutions that range from programmatic ads and website takeovers to in-game integrations and custom experiences. 

 Gaming Solves Social Needs

As people cut back on expensive outings, gaming offers a valuable solution, providing a platform for friends and communities to come together online. Multiplayer games, online communities like Reddit, and media channels like Twitch, are platforms where millions already gather to play, watch and discuss their fandoms in real-time. 

Connecting with consumers on a deeper level via activations that acknowledge the cultural nuances around gaming fandoms and communities can build lasting brand affinity.

 Digital Indulgence Doesn’t Slow Down 

For those looking to indulge in treat culture, in-game purchases – known as microtransactions – are also available to enhance their experience with avatar skins or downloadable content. This behavior is remarkably resilient to financial pressures. Even if gamers have other financial commitments, like children or wedding planning, they’re likely to be buying accessories or in-game content.

Partnering with franchises to provide in-game content to consumers is a great way to get your brand in front of them in a way that adds value to their gaming experience.

 Get Your Brand in Gaming 

While recession planning amplifies the need for gaming activations, brands should always consider gaming an essential part of their ongoing marketing plan. With 79% of the global online audience gaming or consuming related content, a networked media experience isn’t complete until brands make an impact where their target consumer is living (and playing).