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The impact of video gaming events on accessory marketing strategies

December 10, 2024

The video game sector is constantly evolving and gaming exhibitions, professional or consumer, influence events and eSports competitions are the places for brands wishing to reach their target audience. They are essential platforms for marketing in the video gaming industry and for the visibility of brands, especially those specialising in gaming accessories.

In this post, we take a look at the impact of video gaming events on the marketing strategies of accessories and consider how brands can take advantage of these key moments to boost their visibility and sales.

Video Games: A growing market

The function of gaming accessories is to optimise the way you play by offering, for instance, mice, keyboards, headsets, PC components and chairs designed to help gaming performance. Often, these come with customisation options.

Previously coveted mainly by the “hardcore” contingent, now a new generation of gamers, whether on console or PC, use them, taking the video gaming accessories market from a niche sector to a huge industry in around twenty years. So much so, that the forecast compound annual growth rate (CAGR) of the gaming accessories market is now 15% 2024-2032, according to Market Research Future.

Pioneering brands, often manufacturers of premium ranges, today face competition from emerging brands, who compete on price and aim to regain share of the market, so an effective marketing strategy is essential to cut through.

Know the players

Brands must understand their audience well to succeed with their marketing campaigns during gaming events. Purchasers of hardware, such as consoles, PCs, smartphones and accessories, are all motivated by the desire to play one or more games, take full advantage of them and master them as much as possible. It is therefore sensible for accessory manufacturers to follow gaming software activities and trends to address their gaming target audience.

Once a brand succeeds in establishing trust with its gaming audience, it can benefit from repeat custom. Brands should highlight product quality and innovation while also cultivating a lasting relationship with consumers. Getting involved in the gaming community, supporting events and collaborating with influencers can help brands to achieve this.

Three different types of gaming events

  1. Trade and consumer shows are ideal for launching new products and organising live demonstrations and trials.
  2. eSports competitions are experiencing rapid growth, making eSports marketing essential for the video gaming accessories industry. These events attract thousands of participants and millions of online spectators, offering unique visibility for brands. Gaming accessory manufacturers can sponsor players, teams or even whole tournaments to reach a passionate and engaged community. Indeed, partnering with iconic pro players or successful teams can help brands strengthen their credibility while benefiting from exposure on various platforms such as Twitch, YouTube or TikTok.
  3. Live influence events are transforming the whole concept of gaming events with live interactive broadcasts reaching a worldwide audience through platforms such as Twitch and Youtube. The reach of these events can be extended as well via replays and clips, linking brands with an active community with possible interactions. Brands that observe consumers’ expectations at these events can use their insights to anticipate future tendencies. Brands that exploit these occasions to interact directly with the players to get their feedback and expectations, and at the same time demonstrate their expertise, can increase their notoriety and align their products and campaigns to meet evolving demand.

Gaming Events with PR potential

Social media is, of course, immensely important to gaming brands but the influence of gaming fairs and eSports does go beyond its sphere. Indeed, gaming shows are covered widely by traditional media. At the Paris Games Week 2024 show, for example, 80% of accredited media were generalists, while the semi-finals and finals of the League of Legend French Cup 2024 were broadcast live on France Télévisions’ website. Nowadays, media are increasingly attracted by the audience generated by gaming events, so marketing teams can also count on a second push of visibility with PR.

Manufacturers of gaming accessories can and must therefore nurture press relationships as part of their strategies to improve and maintain brand visibility.

Don’t miss the opportunity to stand out!

Gaming events are a powerful lever for gaming accessory marketing strategies. By combining a presence at trade fairs, working with influencers on social networks and getting involved in eSports partnerships, brands can reach a passionate and engaged audience.

To find out how FINN Partners can help you with gaming and technology PR, brand strategy and development or digital marketing, please explore our website or get in touch to discuss.