By Pete Basgen, Global Director & Lead, Gaming & Esports & Clare Dobson, Global Platforms & Influencer Lead at Wavemaker, NDA’s monthly columnist.
In today’s entertainment landscape, gaming isn’t just a hobby; it’s a cultural juggernaut. The days when beauty brands could win over audiences with generic ads and celebrity endorsements are over. The new playground is gaming, where traditional marketing strategies falter and innovation reigns supreme. With the gaming industry booming, beauty brands are scrambling to get their slice of the action.
But are they truly hitting the mark, or are they merely casting their makeup on an unresponsive audience?
We’ve seen moves from industry giants like e.l.f. Cosmetics and L’Oréal that are making waves. But is there a secret sauce to their success? Spoiler alert: It’s not just about showing up.
Here’s the winning equation for beauty brands: (Purpose + Entertainment + Community) x Influencer.
The Allure of Gaming: Why It Matters
Why are beauty brands so eager to infiltrate the gaming world? The answer lies in the evolving demographics of gamers. It’s no longer a realm exclusive to teens; over 35% of beauty enthusiasts are gamers, and the average age of a U.S. gamer is now 35. This audience is diverse, engaged, and ripe for brand connection.
Gaming also offers a canvas that traditional media can’t match. Interactive virtual environments allow brands to integrate their products into gameplay in ways that enhance rather than interrupt the experience. Over 60% of gamers are open to in-game ads if they provide value or rewards, proving that subtlety and creativity can lead to real engagement.
The Winning Formula: Purpose + Entertainment + Community
Here’s where many brands stumble: they don’t grasp that gaming is about more than just placing an ad or a product in the game. They need to embed themselves into the very fabric of the gaming culture. Let’s break down what makes the formula work:
- Purpose: The most successful campaigns aren’t just selling products; they’re promoting values or causes that resonate with gamers. Take L’Oréal’s NYX Professional Makeup’s “Game Out Loud” campaign, which addressed anti-LGBTQIA+ bullying in online gaming spaces. By aligning their campaign with a meaningful cause, NYX tapped into gamers’ sense of community and social justice, amplifying their brand’s impact.
- Entertainment: The gaming world thrives on creativity and fun. e.l.f. Cosmetics has mastered this aspect with their innovative approach. From live-streaming with popular creators to launching a dedicated channel on Twitch, e.l.f. has shown it understands the need to blend seamlessly into the gaming environment. Their “e.l.f. UP!” game on Roblox is a prime example of how to create engaging and entertaining brand experiences. This approach led to a staggering 77% increase in sales year-over-year, proving that entertainment-driven campaigns can yield impressive returns.
- Community: Gamers are deeply embedded in online communities, and beauty brands need to engage with these spaces authentically. e.l.f.’s collaboration with Twitch creator LoserFruit and its continued focus on community engagement has been crucial. By participating in these communities and building relationships with gamers, e.l.f. has positioned itself as a brand that gets it, rather than just a company looking to make a quick buck.
Influencers: The Core of the Strategy
Here’s the kicker: influencers aren’t just a nice-to-have; they’re essential. In the gaming world, influencers shape opinions, drive trends, and create content that resonates with audiences. e.l.f. and NYX both recognise this, placing influencers at the heart of their campaigns. Whether it’s a livestream, a game collaboration, or a social media activation, influencers help brands connect with gamers in a way that feels organic and authentic.
The Road Ahead: Crafting Your Gaming Strategy
For beauty brands looking to break into the gaming sphere, here’s the roadmap to success:
- Embrace Purpose: Align your brand with causes and values that matter to gamers. Whether it’s social issues, environmental concerns, or community support, make sure your involvement is genuine and impactful.
- Focus on Entertainment: Don’t just advertise; create experiences. Integrate your brand into the gaming world in ways that enhance the gameplay or offer rewards. This isn’t about disrupting the gaming experience but enriching it.
- Build Community: Engage with gaming communities authentically. Understand the subcultures and participate in conversations. Your brand should feel like a natural part of the gaming world, not an outsider trying to cash in.
- Leverage Influencers: Work with gaming influencers who can authentically represent your brand. Their endorsement should feel natural and align with their personal brand and the gaming culture.
In short, beauty brands that crack the gaming code are those that embrace purpose, deliver entertainment, engage with communities, and leverage influencers. As the gaming industry continues to grow, those who master this formula will not only win over gamers but set new standards in brand engagement. So, beauty brands, it’s time to ditch the outdated playbook and start playing by the new rules.
