ADVANTAGES OF DIGITAL MARKETING IN THE WORLD OF DIGITAL GAMES

The digital gaming industry, apart from being extremely powerful, also gathers a multi-million audience of gamers. With gamers playing digital games with the help of gaming consoles, computers and smartphones, and spending most of their time in the virtual space, it is certainly best to communicate in their digital environment. In order for companies to reach this target market, to achieve an emotional connection with consumers, and advertise their products, it is advised to use digital marketing strategies, such as social media marketing, content marketing, video marketing, search engine optimization (SEO), and influencer marketing. In this way, they can inspire adequate and positive electronic word-of-mouth (eWOM), as well. In this paper, the authors, by analyzing the attitudes of 159 respondents, tried to bring this current topic closer to experts in the field of digital games, in order to point out to them all the benefits that digital marketing in this industry can achieve. The aim of this study is to indicate that if digital marketing strategies are adapted to the target market (namely gamers), there is a high probability that companies will influence consumer purchasing decisions, create a large base of loyal consumers, achieve a competitive advantage in the market and generate profits that traditional marketing methods, in this case, would not be able to contribute.