Why do game brands and advertisers unlock blockchain and cloud?
Blockchain and Cloud are concepts that have been of great interest (and speculation) across domains and markets, and the gaming cohort is the latest player in this arena. Several brands without games seem to recognize the usefulness and value of associating with games and associated platforms due to their outreach reach to billions of both random and hardcore consumers, with disposable income and potential brand loyalty.
We spoke with several industry experts to understand the scope and response of these innovations.
Neeraj Sharma, Senior VP – Planning, L&K Saatchi & Saatchi says: “Imagine owning a great car in a car game, which is worth thousands in the gaming world, but virtually zero in the real world. If that car is an NFT “Suddenly it’s worth something in the real world, and that’s roughly one of the reasons why gaming companies want to invest in blockchain. It makes not only two totally different digital games interoperable, but also games and the real world interoperable.”
Meanwhile, Digitas CCO Abraham Varughese notes that companies across the board are interested in these new technologies, and not just technology and gaming brands. And while the agency charts exciting campaigns and initiatives with its clients, Varughese warns against rushing into any trend. “There is a huge potential in technology and applications such as Metaverse and blockchain, and these are areas everyone wants to be in, as the markets turn to them. With new cohorts coming online and a massive audience on the verge of entering the digital ecosystem, there are so many opportunities for these platforms, “he says.
“But we must also keep in mind that making games or tokens or metaverse experiences is not something that fits every marketing model, and we do not want customers to be negatively affected by doing something that may not be in their best interest, just because Every business has different advertising needs, and we help them reach them by using the media mix that works best for them. So while it often involves these new platforms for many customers, also discourage those who do not want to achieve best result from entering an area that may not fit their domain, “added Varughese.
Shekhar Jain, co-founder of OMOTEC (On My Own Technology), a leading innovation and research laboratory, shared more about this. Such technology enables experience, global accessibility of content, the ability to connect by creating a user community, Jain said.
Brands are able to directly access and influence their users in a real-time arena, thus significantly increasing the sticking of their customers, say industrial observers.
Sharma adds that with Metaverse as the buzzword, it will clearly make the interaction between gaming companies and customers more seamless, transparent and simple. Only time will tell how popular they will be because the technology is still expanding and the adoption has just started, he said. It’s already starting to happen in e-sports. Kitkat decided to explore the e-sports market three years ago to remain relevant to the younger generation. Kitkat focused on “Even the greatest champions need a break” and changed the perspective to pauses during games by using them to bring in more fan activation and entertainment. It has also partnered with PlayStation 5 backed by the “One Break Away” campaign. Associations like these will in all likelihood extend into the tech gaming world as well. “
Rohit Agarwal, founder and CEO of Alpha Zegus, a marketing agency specializing in the domains of games and lifestyle, points out that non-endemic brands generally target larger masses than endemic brands, since the latter have a more defined audience when it comes to their domain. . “Having a democratized platform (like cloud games and blockchain) simply means that players who did not have access to many games before can now do so easily, which in turn allows non-endemic brands to reach out to the gaming” masses “. clear victory and a great entry point for non-endemic brands. “
“Partnership, visibility, compatibility of complementary products and access to new markets will become the norms of the future as physical and virtual geographical boundaries disappear. We will see more brands that are typically not endemic collaborating with endemic brands that create an ecosystem to use. of the user community to access and benefit from it and use it as a base to create their own platforms and user communities over time, says Jain.
With over 500 million new internet users expected to go online in India by 2025, along with the value of the Indian gaming industry of $ 5 billion at the same time, the game is just getting started.
As Swapnil Pawar, founder, Newrl, the country’s first public blockchain created by fintech company ASQI, observes, the gaming industry is set to see an influx of new competitors coming in from various sectors such as social media, networking, dating and more. “This would then be the advent of the so-called ‘Gameverse’ in the true sense of the word, and the endemic brands would have to replace many of their old tricks to keep up with technological innovations,” says Pawar.
Sagar Nair, co-founder and CEO, Qlan, The Gamer’s Social Network, notes that gaming companies take advantage of the cloud mainly because it allows you to access all kinds of data anywhere in the world with just a click of a button and blockchain to encrypt and secure these data transactions. “Sky gaming platforms have made even the largest gaming titles device-diagnostic, ensuring greater reach and user adoption. Even in the early stages, the speed with which cloud games and blockchains are being used by the gaming industry makes it absolutely hassle-free for investors. Similarly, many brands can use blockchain to identify user patterns and gather information about users related to their products and offerings. “
Rohit Agarwal says that moving to cloud and blockchain will allow gaming companies to implement changes more regularly, which brands can take advantage of to set their messages more creatively. Older brands can use the media area on the cloud platform itself, while newer brands can find innovative ways to integrate their messages into the game.
For example, over 4,500 products from more than 60 countries have partnered with Gamezop; These partners include Amazon, MX Player, Paytm, Samsung Internet, Tata Play and Airtel Thanks. More than 45 million users from around the world get involved in Gamezop every month through one of their partners.
“Sky is now more the norm than the exception. Platforms like AWS and Google Cloud have done two things exceptionally well: First, they have made the best server technology available to everyone within a few clicks. Second, they have brought unparalleled cost-effectiveness to anyone who wants to build an online product.The alternative to using cloud computing is to set up and manage their own data centers – for companies that want to move fast and stay slim, it is simply not an option, “Yashash Agarwal, CEO director and co-founder, Gamezop said.
Mitesh Gangar, co-founder and CEO, PlayerzPot agrees: “A non-endemic brand can use these modern technologies to reach the gaming audience accurately. It opens the door for non-endemic brands to reach a set of targeted audiences on a In this way, advertisers can achieve greater value by better targeting their ads, resulting in better cost-effectiveness. “
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