Unlike the vast majority of verticals that are still struggling through the global health and economic crisis, the gaming industry is experiencing a golden age in its own right. Many marketers have declared the gaming industry as deceased, but this vertical can still produce impressive results for affiliates who take the time to learn the ropes and understand the world of gaming.
That said, competition in this space is stiff, to say the least. Luckily, understanding how the playing field is changing can give you a competitive advantage over other gaming affiliates. Let’s take a look at the performance of gaming campaigns in 2020, how it’s been affected by the health crisis, and what affiliates need to do to succeed in this industry.
How Has COVID-19 Affected the Gaming Industry?
Since January, the COVID-19 health crisis has been affecting almost all verticals. Hundreds of countries have imposed strict lockdowns and border restrictions, which has resulted in one of the biggest economic downfalls in modern history.
With this in mind, the fact that consumers have more time to spend on mobile devices, desktop computers, and video game consoles has allowed the gaming industry to flourish. Today, more than 2.5 billion people play video games every year. As a matter of fact, even with the adjustment due to the effect of coronavirus, the gaming industry is still on pace to make almost 140 billion US dollars in 2020.
What to Look Out For
Although it’s true that the economic downturn will likely affect the gaming vertical, there are also other trends that will have a positive impact on this industry. Some of the main trends you should keep an eye out for include:
Billions of consumers play games on their mobile devices every day and this trend shows no signs of slowing down. This, combined with the wide range of ad formats available for smartphones and similar devices, will make this part of the gaming vertical very profitable for affiliates.
2020 is the year of the PS5 and Xbox Series, with both consoles hitting the market by the holiday season. And, additional console releases from Atari and other brands have opened up a great opportunity for affiliates to design great campaigns.
Upcoming Game Modes and New Titles
VR games and upcoming game titles have also attracted a lot of consumer interest. Gamers usually wait years for new games and gaming modes to be developed, making them a great target for well-crafted affiliate campaigns.
Building a Successful Gaming Campaign for the Rest of 2020 and Beyond
Affiliates that want to take advantage of the trends mentioned above need to readjust their current efforts. In order to craft a campaign that converts, you should:
Put Yourself in a Gamer’s Position
Even during the economic crisis, gamers are likely to be attracted to new releases. Put yourself in your audience’s position to determine what approach can help reel in more conversions without undermining their situation.
Only Work with Offers that Check All the Boxes
There are thousands of gaming offers to choose from, but not all of them meet the requirements for a good campaign. In addition to the payout and other standard elements, also verify that the products being promoted are new or have some form of appeal to the masses.
Keep Your Creatives Fresh
In the past two months, consumers have been constantly bombarded with ads. Instead of trying the same run-of-the-mill ads, you should look for new image banks and develop fresh, eye-catching creatives that resonate with gamers. The resources available on your offer can be the key to nailing this point.
Broaden the GEOs but Keep Narrow Targeting
Large markets like the UK and France are under lockdown for longer periods than most other regions, which means that people are still looking for games to keep them entertained. By looking at the information available, you can determine what areas are still highly profitable and add GEOs to your campaign while maintaining narrow targeting for maximum effect.
Watch Out for New Trends
There is still a lot of uncertainty due to the financial crisis in Europe, the US, and other areas, so you need to monitor the performance of your campaign and the industry as a whole in order to make the right adjustments to your ads.
Find Out More About the Hottest Affiliate Industries
The world of affiliate marketing is full of opportunities, even in the direst of circumstances. We hope the tips above can guide affiliates to success in the gaming industry for the rest of 2020 and beyond.
If you want to find out more about the best industries for affiliates, stay tuned to our blog or contact ActiveRevenue and we’ll be glad to help.