How gaming companies utilise the power of marketing?

How Online Gaming Business Use Marketing in 2023? | The Enterprise World

The online gaming business has become highly competitive. The industry has experienced significant growth over the past decade and continues to attract millions of customers worldwide.

The increasing availability of high-speed internet, advancements in technology and unprecedented proliferation of mobile devices have contributed to the success of online gaming business. Whether you are promoting online poker real money or developing role-playing games for a niche audience, rival businesses are competing in various fields across the industry:

Game developers and publishers

Companies compete to create and release successful online games. These developers invest substantial resources in design, graphics, storytelling and marketing.

Player base

How Online Gaming Business Use Marketing in 2023? | The Enterprise World

Online games rely on a large active player base to thrive. Developers and publishers must compete to capture and retain players. So they offer attractive gameplay, regular updates, new features and content expansions. They often engage in marketing campaigns to attract players.


The rise of esports brought another level of competition to online gaming business. These tournaments attract professional players, teams, sponsors and viewers. Organizations and sponsors compete to secure the most talented players.


online gaming business employ various commercial strategies to out-do rivals, like in-game purchases, microtransactions, subscription models and advertising.


The popularity of platforms like Twitch and YouTube Gaming led to a new form of competition. Streamers compete for viewers with entertaining content.

Platform competition

Online gaming is available on rival platforms like PC, consoles (such as PlayStation, Xbox, and Nintendo Switch) and mobile devices. Game publishers often prioritize specific platforms.

Targeted advertising

Gaming companies invest in targeted advertising via digital platforms, social media and gaming-related websites. They may also collaborate with influencers and streamers to increase attention on their brand.

Content marketing

How Online Gaming Business Use Marketing in 2023? | The Enterprise World

Companies create engaging and informative content to attract and retain their players. This can include blog posts, videos, livestreams and tutorials. Content marketing helps build a community and keeps players engaged.

Community engagement

Building a strong community is useful for the success of online games. Gaming companies interact with players through forums, social media and official game channels. They address player feedback, organize events, and encourage participation to foster loyalty.

Influencer partnerships

Gaming companies often collaborate with influencers, streamers and content creators to promote games. This can involve sponsored streams, gameplay videos, reviews and giveaways. The endorsement of influencers can significantly impact player acquisition.

Beta testing and early access

Many gaming companies offer beta testing or early access opportunities to gather feedback, generate buzz and build anticipation. This allows players to experience the game before its official release and helps create a dedicated player base even before the game’s full launch.


Companies use partnerships and collaborations with other games or brands to cross-promote games. This can involve in-game events, character crossovers or exclusive rewards. Cross-promotion helps expand the reach of a game.

Live events

Hosting live events, tournaments and esports competitions is a popular marketing strategy. Cash prizes and prestigious titles can attract skilled players and gain exposure for games.

Referral and affiliate programs

Gaming companies encourage players to refer their friends to particular games through referral programs. These offer rewards or bonuses to both the referrer and the new player – encouraging word-of-mouth marketing. Do these tactics work? You bet. The recent history of the industry is full of successful marketing campaigns.

Fortnite and influencer partnerships

Epic Games, the developer of Fortnite, collaborated with popular streamers like Ninja and Drake for a livestream event. This partnership attracted millions of viewers, generating significant buzz to boost the game’s popularity.

Apex Legends’ surprise release

How Online Gaming Business Use Marketing in 2023? | The Enterprise World

Respawn Entertainment released Apex Legends as a surprise free-to-play battle royale game. They strategically partnered with well-known streamers, like Shroud and Dr Disrespect, who played it live on Twitch. This generated massive viewing numbers and helped gain millions of players within days of its release.

League of Legends eSports

Riot Games organised a esports tournament called the League of Legends World Championship. This global event attracted millions of viewers and vastly increased interest in the game.

Minecraft community engagement

Mojang Studios, creator of Minecraft, encourages community engagement with initiatives like MineCon conventions and collaborations with Minecraft YouTubers like CaptainSparklez and Stampy Cat.

World of Warcraft cinematic trailers

The developer of World of Warcraft, Blizzard Entertainment, produces high quality cinematic trailers. These generate excitement to attract players.

Pokémon GO social media advertising

Niantic, the developer of Pokémon GO, leveraged the power of social media on platforms like Facebook and Twitter by releasing teaser videos. These showcased gameplay and encouraged players to explore the real world while catching Pokémon. Successful marketing tactics are being increasingly used by gaming companies to promote games.

They showcase the power of influencer partnerships, community engagement, live events, cinematic trailers, and innovative features in the competitive online gaming industry. And above all these techniques show the power of sophisticated marketing in the modern online world.

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