In Poland, the gaming industry is now worth around PLN 12 billion. According to “The Game Industry of Poland” study, even 20 million Poles are active game players. How to plan effective digital marketing strategies for the gaming industry focused on Polish gamers?
Polish gamer – who is he?
The gaming sector in Poland plays a crucial role in the global market landscape. In 2022, the country was ranked 26th worldwide for gaming revenue, with the total valuation of Polish public gaming companies reaching 12 billion euros. Polish gaming studios (such as CD Project RED, 11 Bit Studios, Bloober Team, and many small businesses) produce nearly 500 new titles each year.
While games are slightly less favoured by women (with men constituting 53% of the gaming population), the gap is narrowing. Data from the report suggests that the gender distribution among gamers has become more equal over the years. The most significant disparity is found in the number of PC gamers, where men represent 69% of the total. Interestingly, women slightly surpass men in social gaming, making up 52% of that demographic.
Age significantly influences gaming habits in Poland, especially preferences for gaming platforms. Consoles are prefered by gamers aged 15 to 44 but are least popular among those aged 55 to 65 (where only 6% choose consoles). Mobile devices remain the most widely used gaming platform across all age groups.
So, what are the most effective strategies game publishers can use to make their business achieve success on the Polish market?
Effective use of digital marketing
Online advertising on platforms like Google, YouTube, and social media is essential for reaching Polish gamers. Poles are more likely to click on video ads or interactive content than static banners, but you should try different marketing methods and content types to see which will make your brand the most visible.
Proper SEO strategy (Search Engine Optimization) that includes using relevant keywords in press materials and sponsored articles, Google Ads or even Facebook Ads – everything can help your business grow on the Polish market. Do a keyword research and use your social media to create hype. And please – don’t forget about X (former Twitter). It is one of the most underestimated social media platforms in Poland.
Influencer marketing – a perfect strategy for the gaming industry?
Nowhere are influencers and social media marketing more powerful than in the gaming industry. When it comes to interacting with the youngest group of Polish gamers, the support of apt influencers is presumably the first thing that comes to a marketer’s mind. And this is not surprising.
Let’s take a look at Poland’s largest YouTubers: Blowek and Friz. Both of them gained popularity with online gameplays of Minecraft and Pokemon GO. There’s no denying that YouTubers are huge part of Poland’s digital landscape.
However, there is a much more suitable and effective medium than YouTube – concentrated on gaming live streaming – Twitch. It is an unusual tool for marketers, far beyond YouTube possibilities, especially regarding live gameplay transmission.
Interdigital says that video streaming accounts for 82% of all internet traffic. Years ago, the internet was flooded with “Let’s play” videos, where gamers would create commentary clips of their gameplay. However, the best way to do this is through live streaming.
In Poland, influencer marketing efforts usually take the forms of:
- Sponsored banners on Twitch live streams,
- Online reviews, guides, theory crafting and other video marketing content on digital platforms,
- Short sponsored clips with gameplays or other content influencers share with their target audience.
There is no doubt that every digital marketing campaign for a game must include cooperation with Polish gamers. In most cases, influencer marketing involves partnering with marketing experts from a Polish influencer marketing agency. They will help you choose the best content creators or streamers and suitable digital marketing channels and assets.
Teasers, trailers, and gameplay reveals – that is how to attract the target audience
Video game teasers and trailers have long been a typical part of content marketing strategies in this sector. Short clips demonstrating the plot, characters, graphics, and playing style can show what an upcoming game offers.
This generates a louder buzz than if the game was a secret. Moreover, Polish viewers watch videos and analyze each frame eagerly, searching for hidden details and predicting what the whole game will look like.
Crafting a publication plan for these videos is significant in a content marketing strategy. Many of these teasers have their premiere at gaming industry events (like Gamescom); the rest are released on the internet, mostly by distributors’ or the publishers’ official YouTube channels to build brand awareness.
Of course, creating such videos dedicated only to Polish players is hard, but it is good to ensure that Polish subtitles are added. Take, for example, this trailer from a Polish producer. Besides English dialogues in the gameplay, they put effort into translating everything into Polish.
Here, we have another excellent marketing tactic to use the power of YouTubers. They often receive game access much earlier to present gameplay on their social media channels before the premiere. This arouses many interactions between Polish gamers, builds trust, and enhances hype, helping promote your brand and generate leads.
Pre-orders – do Poles like it?
Polish customers want to know what they can expect before they purchase, not after. If you can provide a sample in your online marketing campaign, you gain your target audience’s trust and interest.
Pre-order bonuses, early access, and exclusive content are effective strategies in digital marketing efforts. Creating well-timed pre-order campaigns with compelling incentives can drive sales and build anticipation. Moreover, by releasing the game before its release, the developers can quickly learn about the pain points of the users and continue working on the game to satisfy the players.
For example, CD Projekt Red’s pre-order campaign for Cyberpunk 2077 in Poland included exclusive merchandise and early access, which drove significant organic traffic and pre-sales in the local market.
With pre-orders, customers are guaranteed to receive the game as soon as it’s available. And usually receive an additional reward. Signing up for early access makes the game more exclusive, and the players who get it are more related to the given title.
Some distributors also release beta versions of the games. A well-prepared beta enables gamers to “taste” the game and try it before buying. However, it is worth remembering that pre-orders are a small controversial online marketing activity among some game aficionados. There’s a small group of gamers who argue that this can put pressure on them to buy the game before they’ve had a chance to read some reviews.
Is a gaming press still necessary?
Although traditional gaming magazines have lost influence, the gaming online media remains a vital part of marketing. Indeed, gaming journalism is already a separate sector and has been for some time. In Poland, several large and highly developed websites are an influential medium for gamers who like to keep up to date with the news.
Their high status still strongly emphasizes the role of media relations in gaming industry marketing. Press releases, sending exclusive news, and even game samples for testing by journalists should be the basis of a promotional campaign in Poland.
Don’t overlook another segment of the gaming media – independent creators who create content and present news about games, for example, on their digital channels or live streams. They achieve hundreds of thousands of online views, becoming an important opinion-forming voice for Polish gamers with whom people just resonate. These creators cannot be ignored in media relations activities.
There is another advantage to maintaining good relationships with opinion-forming influencers. The content they create organically reaches an audience interested in a gaming topic, e.g. through Google search or on YouTube. Good relationships with gaming media do not require paid advertising. The benefits are mutual. You give them interesting news, and they provide you with publicity. This strategy involves building a solid PR contact list, but making this effort is an effective way to reach customers and grow your business in the Polish market.
User acquisition ads – how to become a big player in a mobile world
This online marketing activity is particularly important for mobile games, which are extremely popular among Poles. Over half (54%) of gamers play on their smartphones or tablets. The biggest players in the Polish market are platforms like Google Play Store and the Apple App Store, and among the producers – the Polish leader of Free2Play, Ten Square Games. This Polish gaming developer, responsible for hit games such as Let’s Fish, Fishing Clash, Wild Hunt, and Hunting Clash, has mastered the art of mobile game marketing and monetization, with over 200 million downloads globally.
Reaching out to new players by targeted user acquisition ads can be done based on displaying the game advertisement in other games, app store optimization, or using social media platforms. Then, thanks to precise analytical tools that enable publishers to track user behavior and adjust campaigns in real-time, it is easy to acquire new players at lower than-market costs.
Personalized ad creatives and retargeting strategies can significantly enhance conversion rates, maximizing the return on ad spend. Optimizing user acquisition ads, combined with robust analytics, real-time adjustments, and different marketing tools as a part of your digital strategy, will position your mobile game for substantial growth in the Polish market.
Online tournaments and events for non-professionals
Sponsoring esports and gaming events, teams, and tournaments is an effective way to engage with your audience from the Polish gaming community. The true master of online tournaments is Epic Games – a Fortnite producer (with Cenega as a Polish distributor) – has created an official website for the game with daily news from the Fortnite world. Typical players (who meet specific requirements) not only can watch the struggles of others but also take part in them themselves.
Intel Extreme Masters (IEM) in Katowice has become one of the world’s most prestigious esports events. Major game publishers such as Riot Games and Valve have taken advantage of this by sponsoring teams and events, gaining online and offline visibility among millions of Polish viewers.
Another example, but from a slightly different industry and a much larger range, is PKO Ekstraklasa Games – the largest EA SPORTS FC (former FIFA) tournament. Ekstraklasa Games has the status of the EA SPORTS partner league – the Official League Qualifier. The games are open to all players, both amateurs and professionals. Regardless of their skills, each player may play with their favourite Ekstraklasa football club.
This was just a drop in the ocean of successful digital marketing strategies in the gaming industry in Poland. A detailed internet marketing plan depends not only on the specifics of a single product but also on other factors –such as the age of the gamers, type of campaign, date, duration, budget, and so on.
All 4 Comms is a PR agency specialising in marketing solutions directed to Polish clients. We know the specifics of various targets among Poles and have experience in promotional activities in the gaming industry. If you want to understand your target audience better and need a marketing plan focused on Polish gamers that will align with your brand, contact us.