Marketing with Video Games: MAC Cosmetics and Video Game Lipstick

Marketing with Video Games: MAC Cosmetics and Video Game Lipstick


Hi everyone. I’m Marshal Carper and
welcome to Marketing with Video Games brought to you by Mega Cat Studios. Today I want to talk about the value of thinking beyond the gamer stereotype.
Outside the gaming industry, and sometimes within the gaming industry
unfortunately, there’s this idea that gamers are a pretty narrow demographic.
They’re teenage boys or young adult males. Maybe they don’t have great social
skills. You know exactly what gamer stereotype I’m talking about, but if you
look at the data, the data actually says that everyone’s a gamer. Not everyone’s
playing the same games. There’s a wide variety of games that people around the
world are playing, but for the most part, everyone plays games. Now there are some
clever brands that have really capitalized on this and they’re way
ahead of a lot of the the marketing industry as a whole because they’ve
taken this time and they’ve taken a few risks to be innovative. One of my
favorite examples is MAC Cosmetics. In China, they ran a collaboration with
Tencent, doing a game called Honor of Kings. They launched a special edition lipstick
themed after the game and marketed it directly to women in China. So runaway
success. They sold out of the lipstick, and this flies in the face of a lot of
the traditional thoughts around videogames and marketing and who
videogame audiences are. This is a cosmetics company leveraging videogames
in a big way to not only be more competitive internationally but to also
be more competitive in a space where a lot of brands are still slow-moving and
that space is, of course, video games. As you look at what your brand can do,
try to push aside what you feel like is the stereotypical gamer. Try to think
more broadly about who your audience is. Identify the kinds of games they’re
playing, and then meet them where they are either with a game of that type or
with a collaboration through those games that they’re playing. There’s a lot of
creative opportunity here. there’s a lot of cool things happening, and your brand
can be a part of it.

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