You’re doing it wrong.
That’s what our gaming experts say when it comes to most companies marketing to the multibillion-dollar gaming market. “It’s a balancing act,” says one of our pros. “You can’t go too cheap and you can’t go too premium. You also need to remember that this is a passion—and often an obsession.”
Market to gamers this way
1) Find their Michael Jordan
A pair of Air Jordan 5 Retro Michigan Fab 5 sneakers once sold for $20K. So did a pair of Air Jordan 4 Retro Eminem X Carhartt kicks. Do you think the same sneakers would fetch the same if they were named after your Aunt Gertrude? Do you think even the lower-level Jordans would sell if they were called Gertrudes? Probably not.
Much like Mr. Jordan, professional gamers are paid handsomely to slap their name and likeness on gaming products—and people line up to buy them. Heck, they’ll even buy non-gaming equipment such as jerseys. The first step to selling to gamers is to know what their idols use. Whose play are they binging on via Twitch or YouTube? Whose tournaments are they flying to Vegas to see?
Johan Sundstein, aka N0tail, is a professional gamer whose won over $6.8 million in his tournament career. It’s safe to say amateurs want to be him. They’re buying what he’s using.
2)Don’t go too cheap, too niche or too premium
“You’ll lose the mainstream market if you sell junk; similarly, you’ll alienate them if you price them out of the water,” warns our expert. In the same way you balked at the $20K Jordans, the average gamer will balk at extreme or niche pricing.
So what’s the sweet spot if you’re in it for profit? Unfortunately, it’s not that exciting—play in the middle if you want to win.
Think about niche gaming like independent films. Sure, cinephiles love them. Sure, they win awards. But if you’re talking dollars, most never get seen by the mainstream audience. (“Most” being the operative word.) The tech companies that actually make money off gamers are priced in the middle.
3) They’ll listen to your alternatives—but they’d better be good
Gamers are obsessive about their gear, but they also love a good deal without compromising performance. If you can show value and thought leadership at the same time, you may have a customer for life.
One of our experts in tech support received a call regarding three gaming monitors. The end user had a specific premium monitor in mind, but didn’t have the budget for three of them. Our expert recommended the same size monitor with a lower
resolution, but higher
refresh rate. After some explanation—including how a higher refresh rate enabled them to see more frames per second—the customer gave it a try. They ended up loving the solution, which came at a significant savings due to lower resolution.
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