The pandemic has drastically changed consumer behavior since 2020, presenting a challenge for brands to effectively reach their target audience. In response, gaming influencers have quickly emerged as a potential solution, with many major brands in Vietnam adopting this marketing approach. But what has caused this trend to gain popularity?
What is a Gaming Influencer?
A gaming influencer is a marketing strategy that uses an influencer or content creator in the gaming industry to attract and convey a brand’s message to the target audience.
Gaming Influencers – influencers in the gaming industry
In essence, gaming influencer marketing is not much different from traditional influencer marketing. The only difference is that it involves using influencers in the gaming industry to promote products and convey messages.
Vietnamese consumers increasingly prefer gaming content
The pandemic severely limited people’s daily activities, including going to school, work, or entertainment. As a result, gaming quickly became one of the most popular types of content for users after the pandemic outbreak.
According to Adsota’s 2021 advertising market report, the number of gamers in Vietnam reached 3.99 million after COVID, an increase of over 30% compared to before. This figure accounts for nearly two-thirds of the population aged 18-30 in Vietnam. The report also shows that the percentage of Vietnamese people who play games daily has risen to fourth in the world, behind only Brazil, Singapore, and Japan. These figures demonstrate that gaming content has played a vital role in satisfying people’s entertainment needs, attracting many young customers during the pandemic season due to its high entertainment value and ability to connect many users on the same platform.
Gaming Influencers help brands maximize brand coverage
With the impressive development of gaming content in Vietnam, influencers in this industry quickly emerged, mainly rising from professional streamers. Some influential names today include NamBlue, ViruSs, Chim sẻ đi nắng, Thầy giáo X, and Thủy Tiên. Each post on their fan page has a natural reach of between 100,000 to 400,000, with the target audience primarily being Gen Z and young working adults (according to SocialLift data). Recognizing the potential of gaming influencers, many brands have collaborated with these influencers to promote their products and reach a wider audience.
Samsung combined with Pewpew
For example, in the F&B industry, Warrior energy drink was extremely successful in combining with Ngan Sat Thu to launch a communication campaign through a TVC that achieved 22 million views on Youtube in just 4 months after its launch. The e-commerce industry is not far behind, as platforms such as Sendo and Shopee strongly invest their Marketing budgets in stimulating shopping campaigns with popular names such as Tuan Tien Tien, Nam Blue, and Ha Mi. In addition, there are also Samsung combined with Pewpew and Linh Ngoc Dam; Acer collaborated with VirusS; Shopee, GoViet teamed up with Misthy, … Each of these activities has achieved impressive results, attracting hundreds of thousands of views and interactions, creating a strong reputation for the communication campaigns of these brands. It is these things that have made gaming influencers quickly become a potential Marketing solution during the pandemic season that major brands effectively implement.
Source: Adsota
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