Video games are one of the most popular forms of entertainment globally, and food & beverage brands can tap into this audience by using these three strategies.

3 Ways Gaming Audiences Can Support F&B Product Purchases

3 Ways F&B Brands Can Connect with Gaming Audiences to Support Product Purchases

Video games are one of the most popular forms of entertainment globally, with about <a href="https://weplayholding.com/blog/how-many-people-play-video-games-in-the-world/#:~:text=That%20means%20that%2C%20worldwide%2C%20the,billion%20(if%20not%20more).">2.8 billion gamers</a> worldwide. It’s a huge audience that <a href="https://union.co/industries/food-beverage">food &amp; beverage (F&amp;B) brands</a> can tap into, since it’s likely that gamers are reaching for sustenance and refreshments during long periods of play. In 2021, gamers logged an average of about <a href="https://www.marketingcharts.com/cross-media-and-traditional/videogames-traditional-and-cross-channel-118663">16.5 hours</a> of gaming per week.
So how do F&amp;B brands reach this potentially profitable – and expanding – market segment? Here are 3 ways your F&amp;B brands can connect with gamers.

As of 2022, there’s a range of people who make up this demographic. Note that they may not all identify as “gamers,” but take part in the experience for enjoyment. 
<ul><li dir="ltr"><a href="https://www.statista.com/statistics/189582/age-of-us-video-game-players/#:~:text=As%20generations%20have%20grown%20up,are%2065%20years%20and%20older.">38% of US gamers</a> are between ages 8-34 and 26% of gamers are ages 35-54. </li><li dir="ltr">Women make up <a href="https://ukiepedia.ukie.org.uk/index.php/Player_Diversity_%26_Demographics">roughly half of all gamers</a>. </li><li dir="ltr"><a href="https://www.thinkwithgoogle.com/consumer-insights/why-gamers-should-be-part-your-audience-strategy/">47% of gamers</a> are also parents. </li><li dir="ltr">People with a high school diploma or higher form of education are <a href="https://techjury.net/blog/video-game-demographics/#gref" target="_blank" rel="noreferrer noopener">more likely</a> to buy video games.</li></ul>
Gamers have significant spending ability, with roughly <a href="https://www.tubefilter.com/2018/10/02/fullscreen-study-discretionary-income-gamers/">double the disposable income</a> compared to nongamers – and they aren’t afraid to spend that money on quality products. A recent study from Google found that <a href="https://www.thinkwithgoogle.com/marketing-strategies/video/why-gamers-should-be-part-your-audience-strategy/">73% of surveyed gamers</a> would choose to purchase top-quality food and beverage products. 
When speaking to your audience, ensure that you’re not only matching their intelligence level with messaging direction, but that you’re showcasing the benefit of your products in a way that aligns with their spending preferences.

(1) Know who you’re speaking to and what they’re willing to spend.

<a href="https://www.thinkwithgoogle.com/marketing-strategies/video/why-gamers-should-be-part-your-audience-strategy/">Google has found</a> that 83% of YouTube gamers have made F&amp;B product recommendations in their videos. The beauty of influencer marketing is that these individuals cultivate followers that relate to them and that trust their word-of-mouth recommendations, from new games to refreshing products.
With the right campaign strategy, F&amp;B brands can see a significant ROI from their <a href="https://union.co/services/performance-media/influencer-marketing">investment in influencer marketing</a>. Just be sure to keep these tips in mind: 
<ol><li dir="ltr">Focus on the influencer’s audience engagement over their following size. Just because they have a million followers doesn’t necessarily mean that they’re reaching the specific target audience you have in mind.</li><li dir="ltr">Contract your influencers for multiple mentions over different posts instead of opting for a single post or mention. This ensures a buildup in brand awareness and consideration. </li></ol>
Amplify your influencer partnership through your paid media efforts to further capitalize on the credibility of your influencer’s recommendations by sending <a href="https://union.co/services/data-brand-strategy/brand-identity-messaging">targeted messaging</a> to your audience, with the links they need to be driven to purchase.

(2) Leverage relatable influencers.

When it comes to building out ad creative that will resonate with gamers, you need to keep your specific gamer target audience in mind. What are their entertainment preferences and what games do they play? Are they console or PC players? Consider the following <a href="https://techjury.net/blog/video-game-demographics/#gref">trends</a> from 2020:
<ul><li dir="ltr">PlayStation was the most-used console.</li><li dir="ltr">Smartphones and smartwatches made up half of the gaming market.</li><li dir="ltr">More than half of the most frequent gamers play multiplayer games.</li><li dir="ltr">67% of parents enjoy playing video games with their kids.</li></ul>
This can help influence visuals. Will your audience recognize themselves in the people you incorporate in your ads? Will they relate to the actions they’re taking and the emotions they’re showcasing? For example, if you’re speaking to gamers who enjoy virtual reality games, make sure that comes across in your creative.
Similarly, make sure ad copy speaks to the specific wants and needs of your audience. Can you pull in language that speaks to the world they’re engaging with for hours each week? Can you set up the purchase of your product to feel like a win in some way?

(3) Align your creative output with what’s most relatable to your target audience.

By keeping these tips in mind, F&amp;B brands can develop campaigns that will resonate with the gaming community and help them stand out from the competition. If your food &amp; beverage brand is ready to start reaching gamers, <a href="https://union.co/contact">get in touch with us</a>.

Connect your brand with gaming audiences.

Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data.