Gaming brands level up with festive marketing for Diwali

With Diwali around the corner and industry experts predicting significant increases in ad spends, the gaming sector is poised to capitalize on the festive spirit, leveraging innovative strategies to engage consumers.

According to recent insights, the overall advertising expenditure (AdEx) in India is expected to rise by 6.8% this festive season compared to last year, with some sectors, including gaming , anticipating even higher growth rates.

Rohit Agarwal, Founder and Director of Alpha Zegus, notes a 25% increase in spending by brands during this festive period, attributing this surge to a rise in disposable incomes among Indian consumers. He emphasizes that this is just the beginning, as brands are likely to ramp up their advertising efforts in subsequent waves of festive promotions.

Gaming companies are not just observers in this festive frenzy; they are actively participating with tailored marketing strategies . Anurag Choudhary, Founder & CEO of Felicity Games , highlights their approach of enhancing player engagement through festive in-game events. These events will allow players to unlock exclusive rewards and participate in themed challenges that resonate with the holiday spirit. Additionally, they are offering limited-time discounts on in-game purchases to enhance the overall gaming experience during this festive season.

Choudhary mentions that Felicity Games has increased its ad spend by 40%, focusing heavily on social media platforms like Instagram and Facebook. This strategic investment aims to connect with a broader audience and drive a 25-30% boost in player engagement compared to previous months. The goal is clear: make this festive season memorable for players through unique experiences that celebrate various holidays inclusively.

Vishal Parekh, Chief Operating Officer of CyberPowerPC India, a gaming PC manufacturer, emphasizes that their strategy revolves around making gaming hardware more accessible through attractive offers during the festive season. Having entered the Indian market recently, CyberPowerPC sees this period as crucial for capitalizing on the growing demand for PC gaming.

The e-commerce sector is also witnessing a surge in advertising activity. As e-commerce brands ramp up their marketing efforts, they are expected to account for a significant portion of ad spending during this time. The festive months typically represent 30-40% of annual sales for retailers, making it imperative for brands to invest heavily in advertising to capture consumer interest.

It’s also notable that non-endemic brands are also using gaming as a means to reach out to consumers. Piyush Chhaperwal, Vice President Sales, Pokkt & AnyTag (AnyMind Group India) points out that due to the clutter which gets built during the festive plans, brands are using gaming extensively to stand out. “Innovations like Gen AI, AR, VR, Voice tech, Motion Sensing, Interactive Video ads etc on casual and hard core gaming content are some of the key trends which drives massive engagement and builds consideration for the brands. With the exploding reach of 430mn+ monthly active casual gamers in the country, brands across category and price bands are now able to reach the top audience of their TG.”

Gaming affiliated brands are also using Diwali as a chance to flex their green goals, like UniPin India, which has launched its ‘UniPin Diwali Mahotsav’ campaign to promote sustainability in gaming this Diwali. The campaign urges gamers to celebrate the festival of lights by adopting environmentally responsible practices, with the opportunity to win exciting prizes. Akshay Sethi, Director of UniPin India said, “Diwali is a time of joy and togetherness, and this year, we want to celebrate in a way that’s not only fun but also responsible. Through the ‘Yeh Diwali, Game Wali’ campaign, UniPin is inviting our community to enjoy their favourite games while making a positive impact on the environment.”

As we move deeper into the 2024 festive season, it is clear that gaming companies are strategically positioning themselves to take advantage of increased consumer spending. With innovative marketing tactics and a focus on enhancing player experiences, these companies are not only contributing to the overall rise in ad expenditures but also reshaping how consumers engage with gaming during one of India's most vibrant times of the year.