IMPLEMENTATION PECULIARITIES OF MARKETING TOOLS IN THE GAME INDUSTRY
Abstract
The article examines the features of the gaming industry development in terms of digitalization and social distancing of a large population due to the COVID-19 pandemic. The specifics of growing demand for gaming products and related products and services in modern conditions are revealed. Examples of the introduction of related to the game product products as an effective tool for attracting players and an additional source of income are given. The expediency of using innovative digital marketing tools to ensure a high level of conversion is proved. The need for constant improvement of marketing strategies due to the introduction of innovative technologies is explained, which is explained by the intensity of approaches development to establishing communications with the target audience. The expediency of involving influencers for the promotion of game products through the creation of appropriate thematic content has been proved. Involving users in the gameplay to improve the monetization of a particular product requires marketers to use a system of criteria to segment the target audience. The Internet acts as an effective environment for the promotion of gaming products through the use of various digital marketing tools. Game developers have websites that contain relevant information about their own activities and relevant gaming content. As part of the implementation of comprehensive marketing strategies for individual gaming products, personal websites and social media accounts are created. Video marketing is an effective tool to increase the popularity of gaming products due to the popularity of this content among Internet users in different age groups. Twitch and YouTube are the main resources for posting video content about games. Specialized channels contain videos of different directions: review of games; thematic discussions of the game process and related products; demonstration of the game process live, etc. This concept has developed significantly in the framework of e-sports, which attracts a large number of professional players in certain video games, motivated by the opportunity to receive a large monetary reward in case of winning.
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