Five Brands with Great Go-To Market Social Media Strategies

Case Studies- Five other Brands
Name
Course
Institution
Date
Epic Games
Premise
Epic Games among the Fortnite x NB the Crossover, which is one of the new games that was promoted during the 2021 NBA playoffs and adds new features (Hughes 2021). Epic Games has different types of games, including acting themed games and licensing products. Licensing agreements with various creators and developers are one of the main sources of revenue for Epic Games making diverse games available to gamers. Epic Games serves different games and their players in a multi-platform environment.
Source: Hughes, T. (2021). Epic Games launches expanded ‘Fortnite x NBA: The Crossover’ features
/en_au/news/gaming-news/epic-games-launches-expanded-fortnite-x-nba-the-crossover-features-2949361
Target Audience
The target group is gamers and the games are part of entertainment. The younger generations tend to prefer the action themed games. Even for other types of games under Epic Games teenagers and young adults are heavily represented in gameplay and technology environments of Epic Games. The teenage players tend to play on an Xbox One, Nintendo Switch PlayStation 4, computers and sometimes mobile phones. In such cases, games are free to play, but the players would have bought the gaming gadgets. Many games are represented in the Epic Games Store (EGGS) for both PCs and mobile users, and both fans and gamers compared added features form older models (Cripe, 2021).Source: Cripe, M. (2021). Genshin Impact Glides to Epic Games Store Next Week
/v2/genshin-impact-glides-to-epic-games-store-next-week/
“MiHoYo’s popular free-to-play open-world RPG, Genshin Impact, is coming to Epic Games Store (EGS) next week.”
Unique Value Proposition (UVP)
Epic Games has a wide variety of gamers through the company’s website that users download and they pay to participate in these games and pay for more power or weapons (Moore, 2021). There are different prices for different games and some are free, while others buy epic titles. Through the Epic Games’ store, gamers can spend money on games and features that make them more competitive in games and the features are priced based on how they make characters stronger.
Source: Moore, B. (2021). Epic Games Stock. 3 Great Ways To Invest In Epic Games. Retrieved from
/epic-games-stock/
Paragraph 12 states “Epic Games makes money by letting people play its MMOGs for free. Players who want more weapons and paraphernalia buy that stuff from Epic.”
Platforms
Posting on different social media platforms is prioritized to engage the target audience including Facebook, Twitter and Instagram as well as forums. Some of the influencers have their own channels that are popular with streamers and twitching. There are different ways of engaging with a community of players through social media and there are those who prefer live broadcasted games and eSports tournaments. Epic Games is supported in the Windows, Linux, Mac, Nintendo Switch PlayStation, Xbox, iOS, and Android platforms (Epic Games) . as there are multiplayer options and peer-to-peer connectivity, gamers and layers can use their preferred platforms and manage their games.
Source: Epic Games. Connect your community across all platforms. Retrieved from
https://dev.epicgames.com/en-US/services
FAQ 9 states “Which platforms does Epic Online Services support?” “Epic Online Services has built-in support for Windows, Mac, Linux, PlayStation, Xbox, Nintendo Switch, iOS, and Android”
Communication Goals
Communication focused on demonstrating how the products work and highlight the how the features add value and differentiate the products from the competitors. For instance, one of the added features was an anti-cheating solution and tool to the Epic Online Services made available free of charge (Moon, 2021). Epic Games communicates to the gamers, players, media and technology sector about the innovative features of the released games. In addressing both external and internal audiences, the company emphasizes efforts to improve game development and exceed gamers’ expectations.
Source: Moon, M. (2021). Epic Games will let developers use its voice and anti-cheat services for free. Retrieved from
/epic-online-services-free-voice-easy-anti-cheat-130055322.html
Paragraph two highlights that “This rollout adds Easy Anti-Cheat to the list of tools developers will be able to access as part of the Epic Online Services SDK.”
Posts and Ad Creatives Used
Some of the company’s ads run on streaming and twitching platforms where there are gamers, players and fans. Epic Games YouTube Channel has digital content on various games, including trailers of diverse games that the company has released over time. The company has short videos focusing on various products and unique features and sometimes ads are inserted into a game (Liebl, 2020). Adding the anti-cheating solutions emphasizes the need to provide a level playing field for all.
Source: Epic Games YouTube Channel
/c/EpicGamesStore/videos
Liebl, M . (2020) How Fortnite is revolutionizing in-game advertising. Retrieved from
https://apptrigger.com/2020/05/23/fortnite-advertising/
In the fourth paragraph, Liebl highlights that “Sometimes ads are dynamically inserted into a game, appearing on background billboards of a level or stadium. In any of these instances, however, it clearly feels like an advertisement”
Influencers
Influencer marketing plays a crucial role in social media marketing the games where influential gamers are given the opportunities to market, endorse and participate in games. The most popular games have a wide reach to the targeted customers and gaming often involves interaction among gamers and fans. The gaming environment is unique in using Twitch influencers in promoting games and brands. The influencers also create gaming videos featured in their channels or the company’s social media platforms. Epic Games uses influencers in the community forums, Twitch and YouTube to reach the target audience and increase awareness about new product launch (Neoreach).
Source: Neoreach. Epic Games Campaign Teardown. Retrieved from
https://neoreach.com/epic-games/
First paragraph highlights that “, YouTube maintains its title as the top gaming site to host influencers and their branding initiatives.
Monitoring and Measurement
The daily or monthly active user, increasing the number of players, Retention and the average revenue per users are the main performance metrics (Ninjametrics). The company should be able to attract more users, while retaining the existing ones. The higher the number of users the more the higher the revenue that the company makes. However, the average revenue should be high enough and this is more likely when the gamers, players and fans are more engaged with the games
Source: Ninjametrics. KPI Metrics for Video Games.
/kpi-metrics-for-video-games/
The source lists the Average Revenue per User (ARPU) as one of the metrics “Usually small (but kudos to you if it’s big), this is spending across your entire player base, including those who don’t spend at all. In free to play titles, your payers are a minority.”
Additional Creatives
The Epic Games Store (@epicgames)
Source: Instagram page
› epicgames
Electronic Arts
Premise
Electronic Arts (EA) has launched various products across different digital platforms and producer testing has been helpful to evaluate the players and gamers perceptions. The EA SPORTS FIFA franchise is one of the most popular games outside the U.S. The social media platforms support the launches and amplify messages across the gaming community and forums/ EA targets creating authentic experiences where the gamers, players and fans are connected through games (Businesswire, 2021).
Source:
The third paragraph states “Our vision is to create the most authentic, social and connected football experience by bringing our games to more devices, more countries and more fans around the world”
Target Audience
EA sports targets young gamers and players aged 12 to 30 years and EA is targeting younger and younger gamers who are more likely to be gamers and players (Koogar, 2016).
Source:
Koogar. (2016). The source: Marketing Blog and Journal by Koogar.
/how-do-they-get-us-every-year/
“This is highlighted by their marketing communications strategy, as they recognize that their target audience is young males aged between 12 and 30”
Unique Value Proposition (UVP)
EA is one of the largest game developers and developers targeting diverse market segments. The video developer welcomes games, players and fans to their preferred games where there is multi player experience. There is more focus on integrating in-game dynamics to increase customer value (McCarthy, 2021).
Source: McCarthy, J. (2021). Fifa, product placement and the future of ads in video games. Retrieved from
/news/2021/04/27/fifa-product-placement-and-the-future-ads-video-games
Paragraph 8 states “The value of in-game ads lies with the frequency with which users will see your brand,” says West. “When you combine your brand with a culturally relevant channel, it’s often a success.”
Platforms
EA launches on Console, PC and Mobile and has increasingly focused on mobile games designed for the mobile platform and expanding the game (Peters, 2021). Marketing different franchises focuses on different unique features and messaging addresses the consumer needs and concerns.
Source: Peters (2021). EA announces new Battlefield mobile game launching in 2022
/2021/4/22/22396717/ea-battlefield-mobile-smartphones-tablets-2022
“A completely different game from the one we're making for console and PC, designed specifically for the mobile platform”.
Communication Goals
 Communication focuses on demonstrating the products unique features and highlighting how these features differs from other games and are added from previous versions
Posts and Ad Creatives Used
Electronic Arts (EA) official reveal trailers mainly for the top selling franchises in the sports games market. EA had focused more on adverts in games, but fans wanted less of them and the company made changes (Blake, 2020).
Source: Blake, V. (2020). EA disables in-game adverts in UFC 4 after fan backlash. Retrieved from
/ea-disables-in-game-adverts-in-ufc-4-after-fan-backlash/
Blake states in the first paragraph, “EA has reversed a decision to run in-game advertisements in UFC 4 after a fan backlash flooded the company's social media channels and subreddit”
Influencers
EA sports has increased funding influencer marketing including video streaming and the EA influencer program has work intensively with the most recognized influencers in video games (Sid). Increasing the marketing budget on influencers allows EA to track the return on marketing expenditure and identify influencers who are more beneficial for the company. There has been growth in digital sales linked to influencer marketing.
Source: Sid. What Does EA and Your Company Have in Common? You’re Both Interested in Influencer Marketing. Retrieved from
https://afluencer.com/ea-and-your-company-influencer-marketing/
Fourth Paragraph “The company announced plans to work extensively with influencers since they find it ‘easier to track return on the money’ when working with online influencers”
Monitoring and Measurement
The success rate in invitations, average number of users, the retention of new users, active users, the average revenue per user and average sessions (Ninjametrics)
Source: Ninjametrics. KPI Metrics for Video Games.
/kpi-metrics-for-video-games/
The Source states “An indicator of how viral your game is, it’s simply the number of invitations sent times their % success rate” and “Daily Active Users (DAU)” where “How many users logged in on a given day?”
Additional Creatives
The company’s Instagram ads include ads on new products, series and EAPlayLive series.
Source: Instagram page › Electronic Arts (EA) (@ea)
Other Strategies
EA focuses more on software packages that can be used on different hardware and has used the company’s own sales team rather than using distribution companies (Day translations, 2019). The company has expanded internationally and has focused on local marketing strategies to reach users in diverse market, while making the products and services unique. EA also markets popular franchises after testing various game development features and techniques making it possible to identify what unique market segments prefer,
Source: Day translations. (2019). How Electronic Arts Expanded Around the World. Retrieved from
/blog/electronic-arts-expanded-around-world/
Paragraph 10, the source highlights “Instead of contracting distribution companies, EA formed its own sales team. Its salespeople are the ones who directly approach big retailers such as Target, Wal-Mart, Toys ‘R’ Us and Egghead Systems Incorporated.”
Activision
Premise
Activision is one of the game developers that have been able to increase their reach in the mobile gaming market at a time when video gaming companies relay heavily on consoles and PCs. (McCarthy, 2019). Activision has mobile-optimized video ads, but there are also ad free play experiences. The company has multi-channel campaigns to engage with the target customers.
Source: McCarthy, J. (2019). How Activision Blizzard Media is optimising ads in mobile gaming - and beyond. Retrieved from
/news/2019/09/10/how-activision-blizzard-media-optimising-ads-mobile-gaming-and-beyond
In the 9th paragraph, McCarthy (2019) states “Players can choose to view a mobile-optimised, vertical video ad in exchange for a power-up or a life - handy if stuck on a difficult level”
Target Audience
Casual gamers are more likely to be in the mobile gaming market compared, and the company targets casual gamers and hardcore gamers. The target group is teens and players aged to 18-34 years who are interested in technology, online communities and multiplayer gaming (Prnewswire, 2021).
Source: Prnewswire. (2021). Activision Blizzard Media, Alter Agents and Immersion Explore Impact of Advertising on Esports Audiences Compared to Traditional Sports Audiences. Retrieved from
/news-releases/activision-blizzard-media-alter-agents-and-immersion-explore-impact-of-advertising-on-esports-audiences-compared-to-traditional-sports-audiences-301228312.html
The source in the second paragraph states “savv...