Really big with micro-influencers
Major brands can hardly manage without influencer marketing; the same applies for the games industry as for the beauty industry. However, criticism of campaigns that only rely on the big stars of the social networks has been increasing. These may have reach, but the brand message is subject to the risk of going under in the heterogeneous mass of followers, including high scatter losses. And they are getting increasingly expensive. That's why the Schwarzkopf beauty brand has a mixed pool of a few greats and many smaller ones. Gesa Geissel heads digital marketing at Henkel Schwarzkopf and provides insights into the beauty industry, as well as into the strategic orientation of Henkel, and points out differences from and commonalities with the games industry.
Influencer marketing - credibility pays
When influencers are believably enthusiastic about products that suit them and their target group, everybody is happy. However, credibility suffers from intransparency due to an absence of identification features or false addresses. Marketing experts, influencers and journalists refer to good and poor marketing, authenticity and control.
Multi-player and tomato juice - games in the aircraft
Emirates just recently concluded a deal with Turtle Entertainment. Passengers of the airline can soon access live ESL matches. e-Sports are conquering the air. What comes next? Will multi-player matches soon be offered on intercontinental flights? Will there be cooperative ventures between consoles and aircraft manufacturers? Which genres and titles are being sought? Are there also opportunities for indie games and small and medium-sized developers and publishers? A conversation about the demands made of modern in-flight entertainment, in which experts and representatives of both industries exchange ideas.
WHY THE MUSIC INDUSTRY IS EXCITED ABOUT GAMERS
Finally, the now fully digitalized music industry discovers gamers as a target group with huge potential. It started to get interesting for labels and marketers when gaming became mainstream. On the way it got in touch with different aspects of youth culture, with music and clothing, aesthetics and (sub-)cultural codes. Gamers become musicians, musicians play games and are - to a certain degree - influenced by them. It all mixes up. The question is: Do gamers listen to a certain kind of music, what do the algorithms tell us? Can music labels build up artists that are specifically designed for a gamer music taste? How can the video game industry and the music industry cooperate besides making video game soundtracks that feature popular musicians? Will there be artists that work as ambassadors of video game culture? What are the interests and strategies of companies like Netflix, or Universal?
New dimensions in e-sports marketing
e-sports are also becoming increasingly attractive for ?non-endemic sponsors?, meaning those who don't originate from e-sports, and thus companies outside of the industry. The online portal Mydealz has committed itself for two years with the e-sports clan Penta Sports. Vodafone has in turn recently become the main sponsor of Mousesports, which has teams in the disciplines League of Legends, Counterstrike, Hearthstone and FIFA. Gregor Gründgens is Director of Brand Marketing at Vodafone and explains what the telecommunications giant expects to gain from its commitment.