MUMBAI, INDIA — Intel, in association with Dentsu Gaming and StreamO, India’s first live-stream sponsorship bazaar where brands meet live-streamers to reach Gen Z, collaborated for the biggest gaming festival of the year, “Intel Gamer Days 2023.” Titled “Intel Gamer Days X Dentsu Gaming X StreamO,” the campaign aimed to target the Gen Z audience, who are engaged with the gaming community across 29 countries around the world. It effortlessly focused on reaching out to millions of gaming enthusiasts while also unlocking the potential of Gen Z gaming communities.
The brand, in association with Dentsu Gaming and StreamO, aspired to address the challenges of targeting Gen Z gamers who typically dislike traditional advertising and frequently use ad-blockers while also dealing with issues faced due to continuous live-streaming. The “Intel Gamer Days X Dentsu Gaming X StreamO” campaign was a huge success. It demonstrated the gaming community’s extraordinary power as well as the enormous potential of the Indian gaming business. The campaign exemplifies the power of the correct channels, understanding, and marketing strategy.
The “Intel Gamer Days X Dentsu Gaming X StreamO” campaign was a huge success. It demonstrated the gaming community’s extraordinary power as well as the enormous potential of the Indian gaming business. The campaign exemplifies the power of the correct channels, understanding, and marketing strategy.
It garnered over 4 million YouTube live views and over 35 million overall impressions, over 30 million YouTube impressions, and over 2.3 million Instagram impressions. The campaign featured leading OEMs including ASUS, Acer, Dell Technologies, HP, Lenovo India, MSI, GIGABYTE, and ASRock, along with over 300 gamer influencers, six vernacular languages, and eight top games. The content was offered through known platforms such as Instagram Reels, Instagram Collaboration Posts, and YouTube Shorts, to efficiently reach out to Gen Z gamers.
Anita Kotwani, CEO Media, South Asia, dentsu and Dentsu Gaming Lead, said, “Each game live-stream is typically 3 to 5 hours long with no natural breaks or half-time. So, an interruptive pre-roll or mid-roll during the crucial game-play in a stream can be an irritating and frustrating experience for GenZers who hate traditional forms of advertising and also apply ad-blockers to not watch ads.
Stream O solved this problem with their scalable tech that works across multiple platforms like YouTube Live and Twitch and all popular games live-streams, so GenZers react, interact, and engage with the Intel Gamers Day in a way like never before.”
Apurva Jani, Marketing Director, Sales, Marketing and Communications Group, Intel India, added, “With Intel Gamer Days, we have created an impact on the gaming community year-on-year. India’s gaming market is booming, and we at Intel are glad to be part of this growth. For the 2023 edition of Intel Gamer Days, we brought together 4000 gaming enthusiasts and more than 42 gaming influencers to celebrate gaming on the latest and greatest Intel-powered devices.”
Tushaar Garg, Founder and CEO, StreamO, commented, “We are thrilled to be supporting Dentsu Gaming and Intel with the Intel Gamer Days for a third year in a row. This partnership illustrates conviction in StreamO’s gaming-marketing product to attract, retain, and nurture high-caliber partnerships.”
It is pertinent to note here that the gaming industry primarily targets Gen Z audiences, individuals aged 18 to 24, and is expected to reach a stunning $5 billion in India by 2025, making it a thriving arena for brands to engage with the younger generation.