World Gamer’s Day is just around the corner and after the pandemic boom in the gaming industry, Latin America is now playing its own leading role. 

Starting with Mexico, which represents the 10th country with the highest revenue growth globally and the #1 in the region; generating revenues of up to USD 2.3 billion in 2021.

And as we at LDM have analyzed in previous years, the composition of this interesting audience is diverse in all aspects; age, gender, purchasing power and cultural interests. 

Towards 2023, once we understand the hyper-connectivity of the gamer community in Latin America; the focus is now on another point of the journey: the convergence of new platforms and video games, official face-to-face events and blockchain & crypto technology for a safer and more profitable experience.

Gamers Events in Latin America

Gamergy Latam Tour 2022

We are just a few days away from the start of this important event in Mexico City, where there will be gaming arenas, esports and gaming content, stands with brand activations and the grand finale of the Latin American League of Legends by Riot Games.

In addition to being accompanied by pop and rap music personalities, cosplayers and influencers to live with attendees through meet & greet.

Gaming is already an economic development strategy promoted by governments in the region, an example is the initiative that a few weeks ago the government of Buenos Aires, Argentina announced to stimulate the gaming and esports industry by offering the city as the main venue, as it will be soon with Gamergy Argentina at the end of October.

FestiGame Chile

Chile is another country with great growth in the region and a few days ago hosted FestiGame 2022, returning to the on-site format with a space of more than 15,000 mt2 and thousands of attendees who competed in FIFA, Just Dance, Fighting, Valorant and League of Legends tournaments, among others.

New trends 2023

Crossplay platforms

Crossplay is an online gaming functionality offered by some video games so that gamers can play the same game together regardless of whether they have different platforms or consoles such as PS4, PS5, Xbox, PC, Switch, iOS and Android. This further integrates connectivity and community integration by setting aside the preference of gadget or video game with limited compatibility.

This also drives the development of skills and competitiveness online, forming a more expert and professional Latin gamer community.

This trend, together with the alliance of streaming platforms and important publishers in the industry, generates an interesting projection in the region; by 2024, the audience and viewers of live content will reach 122 million people in Latam.

Gaming, blockchain & crypto

Play to earn, (P2E) .- Some video games already integrated cryptocurrencies in their incentives to reward their players for being more profitable with their skills and high competitive level.

Thanks to blockchain technology, opportunities have been created to also integrate NFTs as attractive prizes, and these digital assets can be sold or exchanged in online marketplaces.

On the security aspect, this technology also contributes to the safety of gamers, avoiding fraudulent activities such as identity theft, hacks and illegal transactions, thus generating a better regulated and protected industry for users. 

LDM & gaming marketing

Already with a consolidated track record of success stories and recognized by industry leaders, our goal in this strategy is to guide brands on the right path to integrate into these great opportunities. Adapt business objectives and values with an assertive and updated campaign in an environment that is constantly growing and changing.

Grow your audiences and connect with new generations and communities through a gaming marketing strategy to guarantee the future of your brand.

When we talk about sports we can’t limit ourselves to only certain times of the year; the beauty of it all is that there are dozens of seasons for each category and it is reflected in content that is generated, broadcast and consumed every day of the year. And sports streaming is the solution so that the audience doesn’t miss a single second of it.

The key factor? 

The passion of the audience; the fans are the center and the reason for everything.

And when we talk about sports we have to be aware of the dialogue and connectivity that is fostered in all the available channels, the emotions they provoke by living it and the social environment that is generated by sharing and consuming it.

And something that is very enjoyable, the humorous content that is integrated in certain spaces.

After the last 3 years, the form of such consumption has changed. We all know that. 

Digital channels have marked a journey of evolution where we are all waiting for new experiences that complement the face-to-face ones with the aim of adding and enhancing our emotions.

To start with these new trends, let’s talk about the great game changer that changed the rules of sports marketing: soccer. Although the innovations are coming from other countries, the huge Latin audience is the one that rules.

Qatar will be no exception, whether from home or office, streaming platforms, betting apps, Fantasy, social media and even ecommerce, from different devices, will be the order of the day regardless of time or place.

And let’s not leave aside everything else going on simultaneously; Liga MX, the NFL season that is about to kick off, NBA, MLB, US Open, NHL, Volleyball, Gaming, Premier League and the list goes on and on and on. In this entertainment industry, there are many options for every taste and profile. 

This growth in digital consumption and diversity of coverage has generated the launch of new products from players already positioned in the industry but who needed to capitalize on their exclusive content and stay one step ahead of the market.

Streaming platforms as a proposal of a great news concentrator that complements all the native experiences that are lived in tournaments and in-person events; (taking advantage of the fact that they are already back in their entirety) all this live and with the VoD option for its subscribers.

In Latam are they willing to pay monthly for this access to content? Yes, they are. 

The challenge of the offer is to remain in the select choice of each user to fit into their budget.

Sports to grow your 1st party data

The opportunity for brands is not only in reinventing themselves through the immersive experiences they can implement in this industry for their audiences (we know they are very diverse in demographic and cultural components).

The real trophy is in building 1sr party data in a very near cookieless but multi-connected world with GA4.

Result: Brands with predictive user strategies.

But we are not talking about just any audience, there is nothing more complex than targeting the fans of this industry. They will always know more than you, me and many marketing teams. No matter what technological resources you have, if you don’t have the perfect understanding and drivers to connect with them, you won’t get the expected results. 

An omnichannel strategy is the most assertive option you can integrate into your marketing plan. Connect the offline environment with online, face-to-face activations that nurture your digital positioning. Strengthen your data collection with a high level of engagement, since it will be useless to have a third party base if your brand is not able to interact with a representative percentage of it. 

Something very similar happened with one of our partners, OXXO, during the last World Cup with the innovative Cuponiela.

A loyalty program that encouraged the expert knowledge of Mexican fans, offering discounts or exclusive promotions that complemented the experience and the way in which they lived the World Cup from their homes.

In conclusion, the role of Sports Streaming platforms, as well as the rest of OTTs, is to complement the user experience. It is not a unique or distant solution, but an interesting and effective medium that adds to your omnichannel strategy to evolve every touchpoint that exists between your brands and your audience.

Contact us and take your brand to the next level! 

ESPN interview with Israel Santiago

https://www.espn.com.mx/futbol/mundial/nota/_/id/11248200/mexico-entre-los-paises-mas-importantes-para-la-fifa

https://www.espn.com.mx/deporte-motor/f1/nota/_/id/11829088/checo-perez-red-bull-max-verstappen-verdadera-estrella-gran-premio-australia

Mediotiempo interview with Israel Santiago

https://www.mediotiempo.com/futbol/liga-mx/cual-es-el-futuro-de-la-transmision-de-la-liga-mx-especialista-lo-detalla

We are about to kick off the busiest weeks in transactions and sales for many brands. In a last quarter with a better outlook and mood than in the last two years, the priority to have all the checklists ready on the key factors of your operation, logistics and inventories is what keeps us focused on these vital days. The web accessibility of your ecommerce.

Although there is a very important point that most companies have not audited in their sites and for users can be in many cases, the decisive factor to convert their interest in buying when browsing your site or e-commerce platform. 

Accessibility

And we are not only talking about how compatible your site is with today’s search engines, the issue of accessibility goes beyond, it is a mindset that you must integrate from your UX, SEO, web design and content strategy. A trend that you should already be integrating to get better results and more interaction in your digital channels. 

If you still do not have these processes and analysis in your operation, in this space we explain in detail what it consists of and how you can integrate it in time before starting this strong season. 

In a region with different limitations than others, in Latin America there is still a long way to go with 5G internet access, without leaving behind the conditions that many users have in relation to their expertise with mobile devices, knowledge of online payments and understanding of every word in this digital world. 

Sound like something that has been present in many digital campaigns?

Inclusion, here also influences and may be the element you were missing to reach an optimal performance of your conversions. And yes, the environment is also included.

What is website accessibility?

Website accessibility is the act of ensuring that websites are accessible and usable for everyone. 

It ensures that all users can perceive, understand, navigate and interact with a website and encompasses all permanent or temporary disabilities that can affect the way a user experiences your website. This includes auditory, cognitive, physical, neurological, visual and also aspects such as equipment quality, internet and digital literacy. 

The solution already exists, (although more and more developed) you can start now with a diagnostic audit to review what points, technologies and tools you can integrate or change from the present of your brand and its platforms.

Some of these best practices:

1. “Dark Mode” option or other high-contrast elements can make images and text easier to distinguish.
2. Text magnification makes text easier to read for people with vision disorders.
3. Careful color choices can avoid problems for colorblind viewers.
4. Descriptive alt-text labels provide detailed verbal descriptions for people with visual impairments.
5. Closed captions make video content useful for people with hearing disabilities.
6. Audio descriptions of video content allow people who are blind to follow the action.
7. Multiple input device options help people with limited use of their hands.
8. Simple, easy-to-follow content can help people who struggle with cognitive or learning disabilities.
9. Consistent page layout options can make links, icons and control elements easier to find and use.
10. Headings and subheadings labeled with appropriate HTML code allow visually impaired users to follow the site structure more easily.

The environmental impact of your website

It is already known that the new generations (Gen Z) have very specific drivers in relation to the impact of companies and brands with the environment. And not only in advertising campaigns, now you can have this extra bonus in your communication with new audiences by incorporating good reduction and monitoring practices in your website and its CO2 footprint. 

There are badges and tools that certify you in this environmental impact. This is more relevant when a corporation manages hundreds of sites and landing pages. 

Why is accessibility important in your website?

In conclusion, these elements are more and more relevant for users. Besides giving a real check to all the elements to ensure that your platform can be used in a practical, simple, safe and fast way for all your potential customers. In other words, to increase the volume of your online sales and strengthen engagement and loyalty with your users.

Interview with Jorge Batista:

Reduce la huella de carbono de tu sitio web a través del SEO: entrevista LDM

Contact us and take your brand to the next level!

We are entering the last quarter of 2022. A very active period in terms of transactions and ecommerce platforms are already a priority channel for any brand. The challenge now is to create comprehensive strategies that take advantage of all the new trends and tools that drive sales directly with your consumers.

Latam’s projection

Online sales continue to grow in the region and are expected to reach $160 billion in revenue in Latin America by 2025. Steady growth for an emerging market that has different constraints than elsewhere

Once you have established an accessible UX design plan and sustainable SEO on your digital sites, the next step is to adapt new technologies and experiences to stand out in an increasingly competitive and innovative digital market. 

Here we share with you the five trends that you should implement in your digital marketing strategy to be at 100 percent with the performance of your ecommerce platforms:

1.- Live stream shopping

After the accelerated positioning of this format used by thousands of brands to connect with their consumers and the change in their buying habits, we have seen the evolution of Live streaming with a new ecommerce component (another trend that marked 2022), today we can see a new form of marketing focused on sales through Live Stream Commerce.

On which digital platforms? In all of them.

Social networks, Streaming, VOD, Apps and free content, absolutely everywhere. The real challenge is not executing the perfect distribution strategy, it’s not all based there. The key to success is mixed with something increasingly complex to achieve: BEING RELEVANT.

At LDM we have success stories that have exceeded our partners’ objectives:

2.- CTV Programmatic

This new way of watching TV has unleashed a whole innovative ecosystem in digital marketing. The same innovation that being so disruptive has become resistant for some CMOs of global brands.

This new way of watching TV has unleashed a whole innovative ecosystem in digital marketing. The same innovation that being so disruptive has become resistant for some CMOs of global brands.

With the benefits of these new digital channels very clear, let’s talk about the creative innovations that make CTV ads interactive, engaging and memorable. With digital experience strategies you can increase traffic to your ecommerce site by developing relevant formats for the audience,

The proof is in our best practices, where we have found consistent results with +85% VCR (Video Completion Rate) which reflects the percentage of people who watch the commercial in its entirety. If we think that the goal of a commercial is that people take away the brand message, the VCR metric is the most important KPI.

3.- SEO & ASO

Integrating an SEO and ASO strategy for your apps, represents the opportunity to set a solid base of organic traffic to your ecommerce site that is in line with the values and vision of the brand and the company.

In countries like the USA, brands spend between 9% and 15% of the total investment they use for their PPC campaigns; obtaining with this integration a growth in their ROI and a better performance in their business results.

At LDM we have worked with large scale brands, we have the knowledge and the right methodology to offer customized SEO solutions that respond to the real needs of the user and that seek, on the one hand, to guarantee sustainable results over time, maximizing the return on investment, and on the other hand, to establish long-term partnerships with our clients forming a bond of trust, based on results.

4.-Loyalty programs

Latino consumers were already demanding more immediate, convenient and accessible consumption habits to be able to purchase products that would otherwise be outside the comfort of their homes and work spaces. The result of this ongoing experience was the relevance of Customer Lifetime Value.

It is the total revenue that through a digital platform and/or ecommerce, you get from a customer over time. The analysis of costs, actions and frequency of a single user with your services or products. It is a good metric to measure customer satisfaction, loyalty and viability of a brand.

Loyalty programs are a tool that elevates the digital experience of your already captive consumers and essentially contributes to the stability and growth of your CLV. 

In LDM we have projects implemented in this great year-end, also taking advantage of important campaigns such as Buen Fin, the World Cup and the holiday season.

5.- Data enrichment & Google Analytics 4

The cookieless era brings many benefits for brands after all, starting from the creation of your Customer Data Platform to the advanced optimization of your precision marketing campaigns through Dynamic Creative Optimization (DCO) solutions.

To start this process in the best way, at LDM we create a strategic plan that guarantees the successful implementation of all the factors involved, both in technology and in the understanding of audiences to make an advanced segmentation and then link it with the new Google Analytics 4 platform and its great contributions.

Is your brand one step ahead of the consumer?

The integration of the right platforms is a very important factor to achieve a high quality digital experience. And with the help of a digital partner you can interpret, structure and activate that information to convert it into closed sales until the end of the journey.

From optimizing the performance of your ecommerce through SEO to the creation of additional dashboards that complement the digital infrastructure of data collection in this new cookieless era.

Contact us and take your brand to the next level! 

Additional link:

Expansion Interview with Israel Santiago

https://expansion.mx/empresas/2022/12/06/shein-el-retailer-chino-que-amenaza-el-reinado-de-zara-y-h-m