Video games, once considered the domain of young kids and self-proclaimed geeks, are growing at an astounding rate. According to NewZoo’s Global Games Market Report, the industry was expected to reach $138B in 2018. With that growth and the emergence of esports we’re now seeing gamers stepping into the influencer role alongside traditional athletes. One of those gamers, Ninja, has teamed up with energy drink producer Red Bull.
Red Bull wants to boost brand awareness in the gamer segment who frequently rely on energy drinks to power through long gaming sessions. Red Bull’s campaign includes a contest that gives fans a chance to meet Ninja and have a gaming session with the superstar. You can read more about the campaign in this Marketing Dive article. The topic could apply to a discussion about segmentation, brand building, influencers and advertising/sales promotion.