2024游戏助力品牌亲和力提升：青少年社群的深度触达策略研究报告

How to maximize the gaming ecosystemto build connections with kids and teens Gaming is the entertainment of choice for GenAlpha and Gen Z.Successful brands understand The Lowdown in the Fortnite ecosystem benefit by association,including proof of positive brand affinity. This is alsotrue for other gaming platforms. experiences that are viewed as so much more thanadvertising, and Fortnite is the best environment inwhich to do so. Savvy brandscan turn gaming experiences activation, people need to knowWHEREit existsandHOWto access it. What we set out to learn Fortnite is one of the leading metaverse and gaming platforms,with recent launches and collaborations (like LEGO Fortnite)ensuring that it remains front and center of youth pop culture. This study sought to understand how brands can/shouldshow up in and around the metaverse, with Fortnite as anatural jumping off point. We identify the impact of Naturally brands are eager to useFortniteand other gamingplatforms to bring their brands to life in creative, authentic ways. Social listening to identify trends and reactions to past campaigns Methodology Qualitative research in the US and UK for hypothesis development (8 x 2 hour dyads withmale & female, ages 16-24, including current and lapsed players) Comprehensive mixed methodology studyconducted in 2023 by MarketCast on behalf of Quantitative survey to measure and validate (n=3200 16 - 24 YOs across UK, US, DE and FR) Chapter 1 Impact ofbrandedUnderstanding the Opportunity: Activation and brand affinity are very closely aligned—leveraging a platform’s strength has a strong halo effect -more ‘fun’1.5x compared to the average ratings ofcompetitors(Minecraft, Call of Duty:Warzone 2.0, and Roblox for Gen Z). A Map (aka island) refers to a standalone experience within the Fortnite platform, that isseparate from Battle Royale. They can be created by people outside of Fortnite. Principles for building experiences to drive affinity. Custom Activationsrefer to new games ordedicated maps that are built to bring rich brand Activations like WPP and SuperAwesome’sFranks Red HotSauce (Floor is Lava)are viewed as ‘more diverse and trendsetting’. They’re appreciated forinnovation and creativity. Branded Integrationsrefer to branded items,power-ups, or other elements that are added to Integrations like WPP and SuperAwesome’sAdidasSpeed Runare more ‘popular and familiar’,though they don’t feel quite so new. “Instantly recognizable logo and design aspects can make Fortniteplayers feel familiar with and drawn to the game.” “It was completely different to anything else I’ve played in the game.” The deep engagement found in immersive,interactive gaming universes is a powerful Foryoung Gen Z, brands are perceived asbetteradvertised on Fortnite than: “Fortnite is online and you can do it with friends. There are so manyways to go about it and have a good time.On TikTok, the second Isee it’s an ad I skip past. In Fortnite, if the creative map piques - Male, 16, Current FN Player Chapter 2 CulturalUnderstanding the Opportunity: relevancein gaming The Fortnite Factoris real, extending farbeyond players themselves. Activatingin gaming ecosystems has a halo effect GIRLSare powerfulallies for your brand. 65% 55% And while there are fewer girls gaming, they havehigher affinity and memorability with brandedexperiences than boys. There is a huge opportunity to meaningfullyconnect with girls. This principle can be applied across platforms that holdcultural space with youth, like Roblox, Minecraft, FNAF,Super Mario or Sonic. Confidential – © SuperAwesome 2013–2023Confidential – © SuperAwesome 2013–202412 Gaming is a core part of young Gen Z’s media diet,closely intertwined with ALL of their digital consumption. weekly gamingaverage13hours But discovery is driven off-platform.Gaming exists as part of an ecosystem. There is an opportunity to cultivate loyalty within and across friendshipgroups, associal dynamics and recommendations are integral to how “Gaming is my thing – if you put something in gaming,I’m going to see it.” Gaming platforms have huge affinity and awarenesswith young audiences, and Fortnite is at the forefront. If [a brand] is in Fortnite there’s no way its bad.”-Male, 16, current FN player [The Fortnite community] is kind of a big deal. It’s able to connectpeople of all demographics and can [breathe] new life into a brand.”- Female, 24, current FN player Spotlight onFortnite Creative maps Why gamers play customFortnite maps Fortnite mapsarea social hotspotfor currentgamers to connect with friends as anextension oftheir social space, and the ideal place to connect To increase my skills for other game modes(i.e. Battle Royale, Save the World etc.) To play a private game with friends My friends ask me to play with them To take a break from other game modes(i.e. Battle Royale, Save the World etc.) I love discovering new designs I can buildthat are visually appealing Cust