In a landscape where digital marketing and esports are converging at an unprecedented pace, Suki Lin stands out as a pivotal figure. As the Principal Director of Client Growth in Asia, Nativex, Lin brings a wealth of knowledge and expertise to the table, particularly in harnessing the immense marketing opportunities in the realm of esports. Nativex, a global award-winning digital marketing agency, has carved a niche for itself through strategic partnerships with major platforms like TikTok, Meta, and Baidu. Lin’s role at Nativex involves navigating these dynamic digital terrains, ensuring brands can adeptly adapt their strategies to capitalize on the burgeoning popularity of esports. With a keen understanding of the digital marketing ecosystem and a forward-thinking approach, Lin is set to provide valuable insights into how brands can thrive in this rapidly evolving sector.
How has Nativex positioned itself in the rapidly evolving gaming market?
We position ourselves as the go-to industry expert for any gaming developers or brands who are looking to expand their audiences and reach. As more gaming brands seek to expand globally, Nativex is equipped with the expertise and resources of a global network, while still retaining a ‘localised’ touch to help brands craft impactful messaging that will resonate with their target audiences. As such, we possess a deep understanding of cultural nuances to ensure that the game content is not only linguistically accurate but further connects with players on a cultural level.
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In addition, we partner with many of the major media platforms and distribution channels including Meta, Google Ads, and TikTok. Recently, we forged a new partnership with Kwai for Business, adding it as a platform into our portfolio and ensuring that gaming brands we work with have access to a wide range of media buying channels that suit their needs. Not only that, we drive partnerships with gaming influencers and content creators to achieve significant results. Already, we have a proven track record in helping games such as Shop Titans, Summoners War, and Infinity Kingdom drive sales, increase brand awareness, and generate returns in profit.
What are the key drivers behind the significant growth of gaming in SEA?
- Governmental support and trade partnerships: Governments in SEA are recognising the economic potential of the gaming industry and have implemented supportive policies. This includes initiatives to foster esports, promote local game development, and provide infrastructure for the gaming community. Gaming trade associations have also been very active in the region. These associations play a significant role in facilitating trade partnerships and investments with businesses. One example is the Indigo Game Startup Incubation Programme between PT Telkom Indonesia and PT Agate International also contribute to nurturing the gaming ecosystem while providing financing and investment opportunities to further scale up the initiatives.
- Dominance of mobile gaming: With the advent of 5G technology and increased penetration rates of smartphones, mobile gaming is set to dominate the gaming scene. In fact, SEA’s mobile gaming market is expected to exceed $7 billion in revenue by 2027.
- The meteoric rise of Esports: The esports industry has experienced explosive growth in SEA, with the region becoming a prominent player on the global esports stage and contributing significantly to the overall growth of gaming. The latest Asian Games featured esports as a medal sport for the first time in its history, and Singapore has even set up an esports academy to nurture future esports talents.
How do you see the evolution of gaming genres affecting advertising strategies for brands?
As gaming genres evolve, we are seeing a shift in advertising strategies that incorporate more in-game advertising as game developers seek to capture audiences in a competitive market. In-game ads are highly effective in engaging gaming audiences without disrupting them from their gameplay, and have been proven to drive higher dwell times and purchase intent. Many game developers have also adopted a hybrid approach compared to a pure in-app advertising (IAA) model – where they employ a combination of mid-core gaming elements like in-app purchases (IAP) and IAA to diversify revenue streams.
We are also observing gaming brands exploring more forms of native advertising in social and mobile games — such forms include interactive ad elements, and sponsored quests or challenges. The immersive nature of social and mobile games facilitates the integration of native advertising seamlessly and blends in with the content without disrupting the players’ gaming experience.
Gaming brands are also leveraging the power of sponsorships or collaborations with KOLs to get their message to a wider and more engaged audience. These can take on the form of branded limited events and even custom skins and in-game items. Through such tactics, gaming brands can connect with their target audience via personalities that have been established as trustworthy and authentic sources, which may significantly and positively impact the perception of the game.
As in-game advertising revenue stands at US$0.62bn in 2023, what opportunities does this present for brands looking to enter or expand in this space?
- Diverse ad formats: Brands can explore and experiment with innovative ad formats within games, such as dynamic in-game ads or even augmented reality (AR) integrations. Embracing new and creative ad formats allows brands to stay ahead of the curve and capture the attention of the gaming audience.
- Cross-Platform Opportunities: The versatility of in-game advertising can be extended across various gaming platforms, including mobile, PC, and console gaming. Brands can capitalise on cross-platform opportunities to maximise their reach and connect with gamers across different devices.
- Reaching a wider and more diverse audience: In-game ads provide a direct channel to connect with players during the game, in a natural and organic way without disrupting their gaming experiences. With the immense popularity of games, this allows brands to tap into this massive and engaged user base to drive awareness and deliver their key messaging to a greater number of audiences.
- Brand integration in virtual environments: With virtual technology becoming more advanced and commercialised, there is immense opportunity for brands to create their own branded virtual items, environments, or experiences in-game that enhance the overall gaming experience for users.
How can brands ensure that their marketing strategies are not just a flash in the pan? What are the key elements of a sustainable gaming marketing strategy?
Brand marketers must learn to do more with less, and that means positioning creative strategy and engagement as a priority. Key elements of a sustainable and effective gaming marketing strategy are:
- Understanding your audience: Thoroughly understand your gaming audience, their preferences, in-game behaviours, and the specific gaming platforms they engage with. This will allow brands to tailor marketing messages to resonate authentically and relevantly with the gaming community.
- Exploring innovative and cost-effective tactics like user-generated content: User-generated content, for instance, is an innovative way to engage with users while keeping costs low as there is no need to invest resources to create new promotional content. UGC has the potential to go viral and also adds a layer of authenticity and trust amongst the gaming community.
- Integrating emerging technologies into processes to maintain content quality: New tech like AI and ML can create sustained competitive advantages, customer engagement, and ensure the constant quality of content. This ultimately drives long-term results and user acquisition.For example, Generative AI can be integrated in creative processes to enhance creative production efficiency, speeding up the development stages of the games and reducing the time between patch updates.
What platforms or channels would you recommend for brands looking to target the gaming audience in Asia? How do these differ from Western markets?
- Mobile Gaming Apps: In Asia, a significant portion of the gaming audience are on mobile devices. Brands can look to game publishers who specialise in the mobile gaming landscape, partnering them to integrate ads seamlessly into popular games in the region. While mobile gaming is prevalent in the West as well, popular gaming titles and genres would differ depending on local preferences.
- Social Media Platforms: Platforms such as WeChat, LINE, and KakaoTalk are known to be the more popular messaging apps in Asia, but it is also known for its gaming feature. Given the wide range of services on the app, brands are able to create a more comprehensive, and holistic campaign featuring sponsored content, in-app advertisements, as well as partnerships to fully capitalise on the wide range of audiences found on the app.
- Livestreaming Platforms: These platforms continue to surge in popularity, providing brands with the opportunity to explore collaborations with gaming influencers and streamers on platforms such as Twitch and Discord. Understanding and leveraging the influencers’ specific follower base would be key in effective targeting.
Can you shed some light on the tools Nativex offers to help brands effectively reach and engage with their target audience in the gaming domain?
- A Premium Global Ad Inventory: Nativex boasts access to a premium global ad inventory — featuring global top media platforms such as Meta, Google Ads, as well as closed ecosystem media platforms, including Weibo and LINE. This access allows brands to effectively reach their target markets globally, while capitalising on Nativex’s expertise in optimising performance across these diverse platforms.
- Influencer Marketing: Nativex’s in-house team holds close relationships with global influencers and exercises strict creative quality control to ensure high-quality delivery of content. This is demonstrated through our work with KOLs for Reign of Dragon in the Thai market, where we successfully gained traction for the game in Thailand and reduced campaign CPI by over 30%.
- Localisation of Creatives with TopWorks: TopWorks is our creative studio which allows us to support clients with thoughtful localisation of content, creative and engaging collaterals. Our approach for the Reign of Dragon campaign also included the utilisation of ad creatives, where we featured campaign plots, battle scenes, popular characters, and more.
Nativex partners with platforms like TikTok, Meta, and Baidu. How do these collaborations enhance the offerings for brands looking to tap into the gaming market?
Our partnerships with multiple platforms create opportunities for cross-platform synergies. As different platforms have unique characteristics, collaborating with a comprehensive array of platforms allows gaming brands to select the ones that work best for their objectives. For instance, gaming brands can implement integrated campaigns across TikTok and Meta, which are platforms where gaming and esports content are popular, to ensure a cohesive and consistent presence in the gaming market.
- TikTok: Partnering with TikTok provides us with access to a diverse and expansive global audience. With over 325 million monthly active users in Southeast Asia, it offers brands a large user base and the opportunity to engage with a wide range of potential gamers. The platform also provides innovative advertising formats, allowing Nativex to design engaging campaigns for brands that resonate with their targeted audience.
- Meta: A key feature of Meta is its extensive ecosystem, which allows Nativex to facilitate cross-platform integration for brands. This enables a seamless interaction between gaming content and Meta’s other services such as Facebook and Instagram, which can help to enhance brand visibility and engagement across multiple channels. Leveraging Meta’s robust advertising tools — some of which are powered by AI, Nativex can create highly targeted campaigns to reach specific demographics.
- Baidu: Our newly formed partnership with Baidu presents an exciting opportunity, as it grants us deeper access into the Chinese market and allows us to leverage Baidu’s deep understanding of the local market to implement culturally relevant and highly targeted advertising strategies. This would be instrumental for brands who are looking to tap into the lucrative gaming market in China.
How do you envision the future of games in Asia, especially with the integration of technologies like AR, VR, and 5G?
While AR and VR advancements are creating engaging experiences — AR enabling location-based games and VR providing immersive environments, 5G is enhancing multiplayer and cloud gaming with reduced latency. These capabilities have the potential to revolutionise the future of gaming.
For example, these technologies will help to drive the expansion of Esports. Powered by its large fanbase and competitive spirit, Esports is poised to become an integral part of the gaming culture. The integration of AR, VR, and 5G will undoubtedly amplify the scale and intensity of Esports competitions, captivating a global audience and providing new dimensions to competitive gaming.
The rising dominance of mobile gaming also adds another layer to this evolving narrative. With the infusion of AR, VR, and the enhanced connectivity of 5G, it will not only redefine how games are played but also expand the demographic reach of gaming enthusiasts.
The full potential of these emerging technologies has yet to be tapped into, fostering a lot of optimism for the future of gaming.
