Gamer brand fandom Assessing partnership suitability between games and entertainment brands
Get full access to this report and assets
Already a MIDiA client? Login here to view this report.
If you are interested this report, or related reports such as Gaming And Video Fandom Overlap Cannibalisation Risks For Games And SVOD Releases, Games Streaming Tech Major Disruption is Coming and Music and Games Partnership Strategy Beyond the Comfort Zone get in touch today to enquire about a report bundle.
The 20,000 foot view
Entertainment partnerships in games are booming, with games companies being approached with opportunities from all directions. This increased level of opportunity puts pressure on the available time and resources to properly evaluate each proposal. Simultaneously, the continuous influx of opportunities, coupled with ongoing games release deadlines, make it hard for games companies to step back and apply macro frameworks for partner assessment and prioritisation effectively.
Key Insights
- Games companies measurement and prioritisation frameworks to brand collaboration success amid an of brand partnership approaches
- Entertainment brands a framework to better focus brand partnership testing efforts in ecosystems
- Beside positive sentiment, negative sentiment also needs be considered. The closer the the more tribal / controversial response to a partnership may of gamers are fans of IP universe brands compared to who dislike them, making it the most suitable category for brand partnerships in games
- Sports brand is the most tribal, with gamers being fans of the sports brands, and disliking them
- Disney has highest fan penetration among gamers simultaneously having the lowest negative
- Though among the Pokémon brand has a fan penetration than G.I. Joe also has a higher rate negative sentiment versus making it suitable for brand partnerships overall
- Console gamers the highest entertainment brand fan compared to PC and mobile
- Games aficionados most valuable gamer segment) have highest brand fan penetration, highlighting importance of cross-entertainment partnerships for companies and brands alike
- Sandbox and world players have the highest fan penetration rates across all sectors, but first-person shooter (FPS) could provide a bigger opportunity, the genre’s size
- Puzzle games an opportunity for music brands artists, creator tools, and festivals) to the favourable overlap and brand partnership competition from other sectors
Companies and brands mentioned in this report : Adele, BTS, Boston Red Sox, Chicago Bulls, Chicago Cubs, DC Universe, Disney, FaZe Clan, FC Barcelona, G.I. Joe, Harry Potter, James Bond, LEGO, Lord of the Rings, Los Angeles Dodgers, Marvel Cinematic Universe, New England Patriots, New York Yankees, Pokémon, Real Madrid, Spider-man, Star Wars, Taylor Swift, Transformers