Why Marketing Automation Matters for the Gaming Industry

Scanning can be daunting and daunting for many people. But the automation of new technologies made possible today is unlocking performance at scale, improving efficiency and driving innovation for video game marketers.

Estimated reading time: 6 minutes

This short guide describes how marketing automation is helping the gaming industry today. After reading, you will have a better understanding of how new digital solutions can address the marketing challenges of your gaming business.

What is Marketing Automation?

Marketing automation is the modern process of using software to automate tedious and monotonous advertising tasks.

With marketing automation solutions, video game promotion departments can automate repetitive tasks, including:

  • Advertising by e-mail
  • Posting on social networks
  • Advertising campaigns

Automation aims to improve efficiency and provide a more personalized experience for customers.

With automation, traditional marketing setups have evolved. New technologies have helped video game marketers send more personalized messages to customers in real time.

Marketing automation also simplifies the process of sales roles. It helps promote streamlined transactions while supporting marketing efforts, from lead generation to campaign creation.

In the gaming industry, marketing automation tools guarantee sustainable business growth. Since competition among gaming companies is at an all-time high, only organizations with the best marketing decisions remain at the top of the game.

How Marketing Automation Can Help the Gaming Industry

player's hand on the keyboard

From simple online games like Mahjong to graphically demanding PC games like CyberPunk, many games are taking advantage of marketing automation tools to engage their users more. Read on to find out what solutions can offer video game advertisers today.

Creative automation

Automation has a wide range of applications for video game marketers. They can use it to better understand their audience, improve ad performance testing and tracking programs.

Using artificial intelligence (AI) and machine learning (ML) to understand data saves time and resources. It also offers valuable insights to multiple teams within the organization.

Because marketers spend less time performing time-consuming tasks, they can focus on unleashing their creativity on more critical topics.

With marketing automation, you can automatically create crucial variables, such as headlines, images, and calls to action (CTAs) in real time.

Omnichannel User Experiences

Nobody likes to repeat themselves. That’s why marketing automation can do both for customers and marketers.

After collecting, storing and interpreting valuable customer data, you can provide your buyers with a personalized experience.

You can have pages with pre-filled forms and send targeted emails that meet their needs. You can offer familiar customer service to all of your buyers. With automation, your customers get the same experience no matter how they contact your business.

Smart Ads

New technologies allow video game companies to provide targeted advertising to customers, whether out-of-game or in-game.

Today, several free apps and video games serve ads to players during gameplay. Sometimes ads are the only free way to advance to the next game level. In this case, the ad works the same way as a paywall.

Modern video game developers and distributors rely on AI to better market their products to consumers.

For example, Unity, a video game engine, has an advertising platform that expands its audience. The engine collects user data and then displays advertisements tailored to each person. This strategy serves to entice players to continue playing the game while encouraging them to click on the ad.

Meanwhile, Steam, a video game distribution service, is using AI to promote deals outside of the games themselves.

The company recently launched Steam Labs, a new project that uses AI for marketing to generate a more interactive product recommendation system for customers. Moreover, it can create engaging micro trailers for games.

Steam Labs has a system that automatically produces six-second trailers to highlight the best games. It also offers a sliding recommendation system for users.

The project is perfect for marketing games to video-hungry consumers who like to browse their store for new games to play.

Accurate test

Video game developer Voodoo uses automation to test and gauge a game’s potential for success. This is another use of automation that can be particularly useful for marketers.

With automated testing, video game marketers will have more control over their campaigns across different sites. Automation tools allow them to fine-tune their ads based on customer reaction to their advertising efforts.

Automated user acquisition operations

IMVU is an online three-dimensional virtual world and social networking site. It uses automation to distribute budgets across multiple channels, giving managers a complete view of how they’re spending their user acquisition budget.

This advantage allows them to make informed decisions about scaling up or downscaling.

Machine learning and automation also help marketers understand different return on investment (ROI) goals and adjust them by country and network.

Is marketing automation right for your business?

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Now that you know the benefits of marketing automation for your video game business, you need to know when is the best time to invest in these tools.

If you’re already creating high-quality gameplay trailers and generating a steady stream of organic leads, you might be ready to take your campaign efforts to the next level. It’s time to focus on a marketing automation strategy that will turn quality leads into paying customers.

Below are simple but crucial questions to ask yourself when deciding if investing in marketing automation is the right decision for you:

  • Are you producing a steady stream of new and qualified leads?
  • Do the marketing and sales departments agree on which conversations should take place with the marketing team and which should take place with sales?
  • Do you have a video content strategy designed to support your target customers’ buying journey?
  • Are you monitoring your prospects’ digital body language across all touchpoints and marketing channels?
  • Are you using a lead nurturing strategy that you want to improve?

If you’re asking yourself these questions, it’s a good sign that marketing automation could benefit your business. Remember, the key is to understand that marketing automation doesn’t do your ad campaigns for you. Instead, you should think of it as something that can help scale your successful strategies and achieve your target goals.

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Last updated March 3, 2022.

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