Branded Experiences in Virtual Worlds and Gaming: a unique opportunity for Brand Marketing Mix strategies

Unlike traditional social media, where attention is fragmented and engagement is measured in seconds, gaming platforms offer experiences that captivate users for longer periods of time. This allows brands to tell their story more effectively, creating an emotional connection with their audience.

Generation Z Engagement
Immersive gaming platforms are a key focus for Gen Z and Alpha, a young, dynamic audience always seeking new experiences. As reported by Activision Blizzard Media's December 2024 Survey, 54% of Gen Z play cross-platform games daily.

Being present in these spaces allows brands to build meaningful relationships with this segment of consumers, who represent the future of the market. The ability to sell virtual and real-world products within gaming platforms also opens new frontiers for e-commerce by creating virtual stores and launching exclusive collections and new phygital shopping methods.

An innovative channel that offers brands the opportunity to build active and engaged communities. Through events, challenges, and exclusive content, brands can build customer loyalty, turning them into true brand ambassadors.

Data Analysis, ROI, and the Marketing Mix.
Virtual worlds offer advanced analytics tools that allow brands to measure the effectiveness of their campaigns and calculate their ROI, integrating branded experiences with other marketing strategies, such as influencer campaigns, live events, and social content. This allows for the creation of a holistic and consistent brand experience, amplifying the impact of various activities.

A Look to the Future: The GEEIQ Report
GEEIQ's recent report, "State of Brands in Gaming & Virtual Worlds," confirms the growing trend of branded experiences in immersive gaming platforms. According to the report, 52% of brands that have entered virtual worlds will do so by 2024, marking a turning point in the evolution of digital marketing. This data underscores the importance of seriously considering integrating these experiences into the marketing mix to remain competitive and relevant in the ever-evolving digital landscape.

The Amnesty International Case
Amnesty International chose Roblox to achieve a strategic objective: conveying its message about civil rights in hard-to-reach markets, such as Russia and China. The organization developed the "refugee journey" as a survival game, adapting the language to the Roblox community. This example demonstrates how immersive gaming platforms can be used to promote social causes and raise awareness on important issues, reaching a young and engaged audience.

In conclusion, integrating branded experiences into immersive gaming platforms represents a unique opportunity for brands to connect with their audiences in an innovative, engaging, and measurable way. The advantages offered by these platforms, from the ability to reach Gen Z to the possibility of creating innovative e-commerce experiences, make this strategy a key element for success in the digital marketing landscape. With the support of an experienced partner like Melazeta, brands can maximize the potential of these platforms and build lasting relationships with their customers.

Melazeta: The ideal partner for your branded experiences
In this rapidly evolving landscape, having an experienced and reliable partner to navigate the complexities of immersive gaming platforms is essential. Melazeta, with its deep industry knowledge and ability to create innovative and engaging experiences, is the ideal partner for brands looking to successfully integrate branded experiences into their marketing mix. Our experience in game-based project development, gamification, and gaming, combined with our expertise in using XR and AI technologies, allows us to offer customized, high-impact solutions to achieve your marketing goals.