When entering gaming a lot of brands created small media businesses instead of actual worlds, and they did so without a real plan for how to manage them.
That sounds a bit harsh, but it gets to the heart of where many gaming strategies have gone wrong. A brand sees Roblox, Fortnite, Minecraft, esports, Twitch, Discord, streamers, UGC, virtual goods, and in-game ads, and then decides to build its own world and hope people will show up.
That’s understandable. From the outside, gaming can look like a confusing mix of platforms, behaviors, and acronyms. If you’re a marketer wondering where to start, it makes sense to feel overwhelmed.
But that’s where many go wrong. Brands often think they need to understand everything about gaming before they can do anything meaningful.
