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The e4m GameOn summit hosted by the exchange4media group saw industry leaders discussing the growth of the gaming industry at length. In a session titled 'Winning the hearts of gamers', the esteemed panel explored various aspects of gaming, including the evolution and segments within gaming, what gamers care about; how gamers are becoming celebrities in their own rights and more.

The panelists included some noted names from the industry-Tejas Apte, Global Media Director, Unilever; Anushree Ghosh, Head of Digital Marketing, ITC; Ashwin Suresh, Founder, Loco and Abhinandan Balasubramanian, Founder & CEO, GoodGameNation, was chaired by Sonali Malaviya, Managing Director, Essence India.

As per media reports, there are 50 million gamers in India at the moment, which is not much far from OTTs that is already a buzzword in the marketing world; especially given the popularity of cricket. By 2027, nearly 95 percent of all mobile subscriptions will be 4G+. One can imagine the gaming bandwidth in this scenario! Cloud gaming would be 5Gs biggest use case. Given this context, how do we bridge the gap between brands and gamers?

Speaking on the evolution of and in the world of gaming, Suresh explained, "I think today we are at a point where, due to a couple of key macro factors, gaming is moving from a niche hobby to a mainstream activity. Some of the macro factors include affordable Internet plans, mobile hardware that has become incredibly powerful and less expensive over time, and then the pandemic, in some sense, was the final habit changer. We, as a community, are now much more comfortable with the idea of streaming live. And I think the single biggest use case for that before the pandemic was, anyway, gaming. And couple that with a bunch of big launches from this MMO, RPG and FPS games that have shown up, whether its PUBG or BGMI - it's taking the market by storm." He also pointed out, "When I talk about gaming, I'm referring to the focus being on what traditionally used to be called video games and not on real-money gaming or fantasy gaming."

Appreciating Suresh's definition of what we mean by gaming and terming it as 'important', Balasubramanian said, "It is important because it gets sort of muddled up with a bunch of other activities, which in their own right, are gaming but video gaming is what we are talking about. Within this sort of segment, there is hyper-casual, casual and competitive gaming - right from Fruit Slasher and Angry Birds to Call Of Duty. What we are doing at Good Game Nation is trying to expand the pie in terms of the number of people who have access to gaming and opportunities of wealth creation from gaming."

Considering that the mass media ecosystem has largely been the go-to for the FMCG advertisers, what will it take to look at the gaming ecosystem as a viable advertising platform and for marketing needs? Deliberating on the same, Ghosh said, "We know that there is this cohort of highly engaged audiences and I know for a fact that this is not one monolith, there are different kinds of gamers and diverse interest areas that one can really reach out and hence make it relevant to the brands and the objectives that we really work with. We know that it will cater to our region's frequency needs but there are many unknowns, which reminds me of digital used to be about a decade ago. So, I think that the unknowns and the hows of it so present a really compelling opportunity as a lot of CPG brands are looking at gaming, as a genre, as a potent area to grow and build brands with but the unknowns are a few more than what would really build confidence and then becomes one of those line items we use in our media plans."

Building on Ghosh's point, Apte added, "I think the party on gaming is already here. I am going to briefly talk about two cases that I have seen within the Unilever world. Based on the topic of today - 'Winning the hearts of gamers', I am going to talk about how we activate purpose within gaming. Hellmann's, which is our famous mayonnaise brand, believes that no food should go to waste. What they did was a very simple activation on the game Animal Crossing - we created an island on the game called Hellmann's Island and said that for every rotten turnip that you donate to the island in the virtual world, we will make a financial donation to fund the equivalent of two meals distributed in the UK. This, I feel, is a great way of using the virtual world to do actual good and leveraging gaming as a platform. This is how you build brand purpose".

"At Unilever, we believe that it's good enough to drive sales, so I am going to touch on another example from China of a shampoo brand. We tied up with Honour of Kings, one of the largest mobile games in the world, and they have a popular e-sport version called the KPL (King's Premier League), and this is the opportunity we thought of leveraging. What we did differently was that instead of doing regular game integration and getting influencers to talk about us, we actually changed our packaging and launched a limited-edition shampoo bottle and replaced the cap with a miniature replica of the actual trophy that someone wins in the KPL. The entire stock, about hundreds and thousands of bottles, sold out in two days. At Unilever, we definitely believe that one, gaming is big and two, that it can definitely drive both brand love or purpose and sales. I think, what we need to get towards, is having the right campaign ideas and having the right creators which are fit for the platform", he further added.

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'Gaming is moving from a niche hobby to a mainstream activity' - Exchange4Media

The gaming sector has grown into a thriving industry with a large number of gamers and streamers being added to the mix over the past few years. With the increasing digital penetration and internet usage, the gaming and e-sports industry has made technological leaps and is now drawing the attention of consumers like never before.

At the second edition of the e4m Game On Summit, which took place virtually on March 11, Pia Schorner, Head of Gaming & Sponsoring, BMW Group, Germany, shared the success story of the automaker after the group ventured into the gaming industry, how the brand conquered the era of e-sports with its futuristic strategies that helped attract new buyers and the road ahead.

Schorner began with the growth of the gaming industry globally and emphasised that BMW has left no stone unturned in the e-gaming and e-sports domains. She said people usually dont connect BMW with e-sports but the automaker has proven itself time and again by foraying into something that interests consumers at large. She touched upon the topic of brand building and asserted that looking at the rising demand of gaming and e-sports, BMW decided to foray into the sector to raise brand awareness and to drive competition within this community.

Talking about the goals of BMW for the future, Schorner said the automaker wants to raise brand awareness and desirability, drive the competition, and position itself as a tech brand in the near future. It really took a lot of time to really understand the community. We focused on embracing the scene know-how, acknowledged the gaming community and their thoughts, and interacted at an eye-level, she said.

Diving deep into the e-sports sector, Schorner said BMW identified some sweet spots within the e-sports ecosystem, and chose the right team, the right games, the right method and the right tournaments to drive the competition. Emphasising on how the brand engaged with the gaming community and how it strengthened its brand positioning, Schorner said that to be part of the community of this e-sports hemisphere, it is important to really be authentic and not resort to the usual way of advertising. She said BMW took up new and brave ways of communication to be really rebel-like and then ruled the gaming market. Our results from all the planning was that we signed a one of five of the best League of Legends teams in the world to jointly lift up e-sports, she added.

Speaking about the BMW Berlin Brawl event, she said that it was the brands first live show which was aimed to bring the gaming community together with the gamers to enable the community to experience the reality. BMW then continued the rivalry by implementing The Manga in 2021- Heroes of Rivalry to bring together gamers and streamers from across the globe. Manga was unusual but was embraced by a lot of different types of people from different age groups. This was great for us because every player on our team was the hero himself in this Manga, she said.

Concluding the session, Schorner listed out a few rules to become an accepted player in the community and said, Be brave and try something new even if it doesn't fit the usual brand positioning. She further said that the golden rule to leave a mark in the market is that a brand should never put a product into a game, where the product feels unnatural. Being an enabler is a good way to be accepted in the community, she added.

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Being an enabler is a good way to be accepted in the e-sports community - Exchange4Media

NEW YORK, March 10, 2022 /PRNewswire/ -- The global internet of things market size is expected to increase by USD 695.38 billion between 2020 and 2025. The market witnessed year-over-year growth of 18.97% in 2021. However, the growth momentum is expected to decelerate at a CAGR of 13.77% during the forecast period.

Gain more highlights about the market dynamics, market size, and YOY growth rates. Download a Free Sample Report Now

The market is driven by technological developments across industries. In addition, the exponential growth of internet-connected and operated devices will further propel the growth of the global IoT market. However, factors such as the lack of awareness of efficient management of IoT initiatives and investments, increasing cybersecurity threats, and the high cost of implementation of IoT will hamper the market growth.

Internet Of Things Market: End-user Landscape

Based on the end-users, the market is segmented by industrial, retail, healthcare, ICT, and others. The demand and adoption of IoT technologies are significant among industrial end-users. Industrial operators are increasingly adopting IoT solutions to ensure a smooth transition of their manufacturing operations. These solutions are also enabling industrial operators to control and maintain all the equipment remotely. Such factors are fostering the growth of the industrial end-user segment.

Internet Of Things Market: Geographic Landscape

By geography, APAC is going to have a lucrative growth during the forecast period. About 34% of the market's overall growth is expected to originate from APAC. The modernization of small and medium-sized enterprises (SMEs) in countries such as China, India, and the Philippines is increasing the adoption of IoT technologies. Besides, many governments in APAC countries are undertaking various initiatives to develop smart cities and deliver better public services. Many such factors are driving the growth of the IoT market in APAC. China is the key market for IoT in APAC.

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Companies Covered:

The global IoT market is fragmented due to the presence of a large number of players. Vendors are trying to consolidate their market position by increasing their product offerings and partnering with other companies as well as suppliers. Vendors are also focusing on expanding their business in new geographies and opting for vertical integration with system integrators to help them increase their market reach. These are some of the dominant players identified in the market:

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Identify other dominant players and the successful growth strategies adopted by them by purchasing our full report.

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Related Reports:

Global Internet of Things (IoT) Market in Retail Applications 2022-2026:The global internet of things market in retail applications is segmented by technology (RFID, sensors, NFC, cloud services, and others) and geography (APAC, North America, Europe, MEA, and South America).

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Global Smart City Market 2021-2025: The global smart city market is segmented by application (smart infrastructure, smart energy, smart mobility, smart security, and others) and geography (Europe, North America, APAC, South America, and MEA).

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Internet Of Things Market Scope

Report Coverage

Details

Page number

120

Base year

2020

Forecast period

2021-2025

Growth momentum & CAGR

Decelerate at a CAGR of 14%

Market growth 2021-2025

USD 695.38 billion

Market structure

Fragmented

YoY growth (%)

18.97

Regional analysis

APAC, North America, Europe, MEA, and South America

Performing market contribution

APAC at 34%

Key consumer countries

US, China, Germany, Norway, and France

Competitive landscape

Leading companies, competitive strategies, consumer engagement scope

Companies profiled

Alphabet Inc., Cisco Systems Inc., Honeywell International Inc., Intel Corp., International Business Machines Corp., Microsoft Corp., Oracle Corp., Robert Bosch GmbH, SAP SE, and Siemens AG

Market Dynamics

Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and future consumer dynamics, market condition analysis for the forecast period.

Customization purview

If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

Table of Contents:

Executive Summary

Market Landscape

Market Sizing

Five Forces Analysis

Market Segmentation by End-user

Customer landscape

Geographic Landscape

Vendor Landscape

Vendor Analysis

Appendix

About Us

Technavio is a leading global technology research and advisory company. Their research and analysis focuses on emerging market trends and provides actionable insights to help businesses identify market opportunities and develop effective strategies to optimize their market positions. With over 500 specialized analysts, Technavio's report library consists of more than 17,000 reports and counting, covering 800 technologies, spanning across 50 countries. Their client base consists of enterprises of all sizes, including more than 100 Fortune 500 companies. This growing client base relies on Technavio's comprehensive coverage, extensive research, and actionable market insights to identify opportunities in existing and potential markets and assess their competitive positions within changing market scenarios.

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Email: media@technavio.com

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Internet of Things Market size to increase by USD 695.38 billion | Industrial segment to offer significant growth opportunity | Technavio - Longview...

RALEIGH, N.C., March 8, 2022 /PRNewswire/ --The COVID-19 pandemic has brought a monumental shift from traditional marketing methods to digital marketing. The market is primarily driven by the FMCG, retail, and CPG segments. Once the pandemic situation comes under control, the meteoritic expansion in digital marketing may stabilize. Still, it is expected that there will be considerably higher growth in revenue-utilization in marketing in the digital space. Digital marketing trends will likely be dictated by larger agencies.

Automation, AI, NLP or Neuro Language Programming along with deep learning techniques will play a crucial role in enhancing operational efficiency, minimizing task redundancies, enhancing real-time analyses, marketing initiatives and SEO. Social media trends will continue to positively influence the consumer market, and brands have already made headway in generating user-generated media as a part of their core marketing strategy. Influencers are also expected to create trends and impact marketing strategies to a large extent. Virtual Reality (VR) and Augmented Reality (AR) tools are futuristic but seem to have created a niche with the burgeoning smartphone market and are slated to contribute about $75 billion to the internet marketing service sector.

Beroe, which is based in North Carolina, further stated that procurement experts can access this report on its recently launched market intelligence platform Beroe LiVE.Ai: https://www.beroeinc.com/beroe-live-ai/

"Short video content is undoubtedly the best performing segment of digital marketing. Brands have jumped on the bandwagon and have flooded the social media platforms with user-generated and influencer-created media. Trends show that NLP and Deep learning will rule the space," said Olive Cynthia, a Beroe analyst. "The rapid growth in the sector is a part of a tectonic shift in market preference as more and more marketing campaigns are targeted to user preference. VR and AR are here to stay and have already made significant forays in marketing strategy. With the waning of the pandemic, traditional marketing techniques will return to the fore, but seem unlikely to hamper the rapid digitalization of marketing campaigns and brand strategy."

Brands have seen a 20 percent increase in return viewers and a 90 percent growth in average time spent on advertisements in the social media space. The marketing spends have shifted to these platforms in a big way and will continue to do so in 2022. Social media initiatives have become an integral part of marketing strategy, and it is likely to rule the roost in digital marketing strategies.

Automated email marketing could very well be the future of internet marketing. Targeted emails and customer-targeted emails have found success in conversions. The future of small businesses is expected to flow from sales-oriented emails. Conversion-centric emails have shown promise in the e-Commerce segment and are a trend that is likely to grow in leaps and bounds.

"Digital marketing has achieved unprecedented success in the pandemic era. Content creation will be an integral part of the marketing strategy on digital media. The growth of the e-Commerce industry has the potential to catapult digital marketing services to a high growth trajectory," said Olive Cynthia, a Beroe analyst.

About Beroe

Beroe is a global SaaS-based procurement intelligence and analytics provider. We deliver intelligence, data, and insights that enable companies to make smarter sourcing decisions leading to lower cost, reduced risk, and greater profits. Beroe has been a trusted source of intelligence for more than 15 years and presently partners with 10,000 companies worldwide, including 400 of the Fortune 500 companies. For more information about Beroe Inc., please visit https://www.beroeinc.com/.

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Digital Marketing Market to be Valued at $460 Billion by 2022, Says Beroe Inc - PR Newswire

Tempest pushed you to book those tickets for your next vacation. And yes, without you realizing it was them.

At least thats the goal of the firms Integrated Marketing team. The Center City-based Tempest is a destination marketing firm, meaning they help tourism agencies and visitor bureaus across North America draw in tourists. Tempest supports more than 200 US locations.

Tempest has a two-fold approach: first, its in-house, cloud-based CRM system. Second, the marketing teams designers, web developers and SEO specialists whose work nudges you to visit one of Tempests client destinations.

Its a really cool field since youre basically telling everyone to go on vacation all the time, said Les Johnson, an art director at Tempest. Before joining Tempest in October 2021, she worked at Visit Philly, the citys own tourism agency, for about seven years.

Les Johnson. (Courtesy photo)

Johnson designs websites for Tempests clients. She likes to think of the user interfaces she creates, which are then brought to life by the talented development team, as a little flag on the internet for each destination.

New projects typically begin with a trip to the location itself so Johnson can design something that incorporates its look and feel. A 2013 University of Arts alum, Johnson said her past design experience helps her take the spirit of a place and translate it to an authentic online representation of the community.

For example, a trip to Olympia, Washington, inspired Johnson to highlight the destinations tall trees and surrounding Puget Sound on the destinations website. Now, the website development team is creating the user experience that will bring Johnsons designs to life to web visitors.

We want you to get at least a little bit of a sense of the community that youll be visiting because thats part of what makes going to a different place so nice, she said. That way, you begin to dream about where youre going and what youll experience once you arrive.

While Johnson maps out the design of client websites, Ivan Yap helps push web traffic to the sites as an SEO analyst at Tempest.

Using Google Analytics, aHrefs, and other analytical tools, Yap provides critical insight into search trends that empowers Tempests content development team with the guidance they need to write optimal title tags, meta descriptions, meta keywords and the common queries people type in when theyre looking for a specific site. He thinks of his job as identifying the building blocks of a highly trafficked website.

When Yap graduated from Temple University in 2021 with a MIS degree, he never expected his first post-grad job to be in the tourism industry.

I did not know anything about destination marketing organizations, Yap said. But analyzing travel research trends online gives me an opportunity to help our clients develop content that will deliver the important information to help travelers get the best experience during their trip.

Ivan Yap. (Courtesy photo)

Yap joined Tempest in October 2021 and quickly observed how well tech integrated with the tourism industry. When booking a trip, people likely interact with the internet every step of the way: searching for where they want to go, visiting a destination agencys website to learn more, booking flights and accommodations.

A lot of the industries we see today, whether its finance or healthcare, are diverting towards the technology side of things, Yap said. Thats what we do here. We are the technology community that is driving some of these hospitality and tourism industries forward.

Tempests team made adjusting to an unfamiliar industry easy for Yap. Fellow Integrated Marketing team members were always willing to answer his questions about ongoing projects, he said. Some coworkers have helped him with personal matters, such as sending rental listings when they knew Yap wanted to move.

The casual, friendly working environment at Tempest has been a plus for Johnson, too. She enjoys the weekly team-wide lunches Tempest hosts every Tuesday.

One more plus of working with Tempests Integrated Marketing team? Johnson said everyone is pretty laid-back which may be expected at a company in the business of telling you to take a trip and put your feet up.

Theres a lot of stuff that we do here, so theres a lot of places for people to fit in, Johnson said. But Im pretty chill and I think most people here are, too. That kind of person would just thrive here. Its really nice to work on exciting projects with like-minded people.

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Tempest helps destination orgs stake their 'little flags on the internet' - Technical.ly