Global social distancing and stay home mandates due to the COVID-19 pandemic has resulted in an increased number of individuals playing and watching online games. According to Digimind, global viewership on Twitch increased by 10% and YouTube Gaming by 15%, and Steam recently recorded an all-time high of 22.6 million users over the weekend. Brands who are looking to target consumers in the gaming and esports space should focus on these five key personas identified by Digimind:
1. Avid artist
This individual is a rich source of user-generated content. Artistically inclined, the person shares love of video games through fanart and cosplay by imagining gaming avatars or characters in new skins.
2. Meme maniac
This individual's social media posts are mainly about games and other life moments. These are predominantly reflected through gaming memes and pop culture memes.
3. Pro player
Akin to "celebrity" influencers, these are pro players (active or retired) who have the ability to rally fans and fellow players.
4. Setup seeker or sharer
These individuals are technical experts on PC gaming setups and do not post as often as other personas. They are financially invested in curating the ideal gaming experience, with high-performing products being a key purchase driver.
5. Social streamer
They are predominantly Gen Z players devoted to one game, which they play or stream almost every day. Vocal about opinions on game updates and regularly post game-related content on their social channels. They have a highly active, engaged and targeted community of followers.
Stephen Dale, GM of APAC, said for game developers and gaming tech brands, having access to real-time social intelligence can help them stay on top of market and consumer trends, which is essential for making strategic decisions to retain their competitive edge and market share.
“On the other hand, brands looking to forge relationships with gamers will benefit from social listening’s ability to deliver consumer insights about the unique characteristics of this community and its key players. Armed with this information, brands will be better equipped to overcome barriers to entry in the gaming industry and ensure they are communicating in ways that are relevant and meaningful to gamers," he added.
Separately, Digimind also found that a third of MNCs in Asia Pacific have already invested in esports in the last 12 months, with 78% of them expecting to invest in the near future. In a report titled "Levelling up opportunities in Asia Pacific's gaming tech and esports industry", Digimind analysed online conversations to determine trends, consumer preferences, and behaviours of esports fans and gamers to help brands understand this highly engaged audience of gamers better.
Brands studied include Acer, Alienware, ASUS Republic of Gamers, Corsair, Lenovo, Nintendo, PlayStation, Razer, Xbox, League of Legends, PubG, DOTA 2, Mobile Legends, Overwatch and more. In Asia Pacific, mentions about ASUS, Razer and Corsair made up almost 50% of all user generated content about gaming hardware.
ASUS held the largest share of voice in the market, with 21.6% of all mentions, which was boosted by mentions of new product announcements at CES. The majority of mentions about Razer were about its mice, while mentions about Corsair were mainly about Vengeance, its memory kit product range.
When discussing PC and laptops, consumers fervently discussed new and improved features that enhance gaming performance. About 29.3% of discussions mentioned performance and speed, while 18.6% mentioned thinness and lightness of keyboards, mice, and mouse mats, which are known for boosting a player’s dexterity.