Deconstructor of Fun
279. From Experiment to Essential: How UGC Gaming Became a Marketing Powerhouse
Apr 14, 2025
In this conversation, Charles Hambro, CEO of GEEIQ, and Matt Edelman, President of Super League, unpack the evolution of brand activations in the gaming space. They discuss the strategic shift towards user-generated content, revealing how brands engage with audiences on platforms like Roblox and Fortnite. The duo shares exciting insights into the effectiveness of playable ads and the significant ROI they bring. They also highlight the importance of adapting marketing strategies to capture the attention of Gen Z and Gen Alpha, turning gaming into a powerhouse for brand loyalty.
54:33
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Quick takeaways
- Brands are shifting from experimenting with UGC in gaming to strategically integrating it into their marketing efforts for greater consumer engagement.
- The evolution of advertising emphasizes interactivity, with brands focusing on creating immersive experiences that resonate with younger audiences in digital spaces.
Deep dives
Surge in Brand Partnerships
The report on brand partnerships in user-generated content (UGC) gaming revealed that more than half of brands entered virtual worlds in 2024, marking a 38% increase from the previous year. This surge indicates that brands are moving beyond initial trials and are seeing significant results, reflected in a 50% rise in repeat activations. Brands are no longer just experimenting but are recognizing the value of UGC platforms as viable marketing channels. Enhanced engagement metrics such as time spent and effective tactics like code redemptions are illustrating the potential for these brands to drive actual consumer interactions.
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