How Live Service Gaming is Taking Brand Marketing to New Heights!
In the realm of video games, live service gaming is one of the best ways to accomplish brand marketing. Brand marketing is now reaching new heights. One example is the cohesively developed strategy game “Star Trek Fleet Command” for PC and mobile devices by Paramount and Scopely. This December marks the fifth anniversary of “Star Trek Fleet Command”. In order to accomplish objectives and gather resources, players can interact with other players while exploring the virtual “Star Trek” universe in the game. Every month on the first Tuesday, the game receives a fresh batch of ships, characters, and other content. The majority of the game’s revenue comes from in-game sales, and it is available for free to play.
What is live service gaming?
The term “live service gaming” describes techniques used to continually provide players with events, updates, and new content over a prolonged period of time. It seeks to hold players’ attention and keep them playing longer. Through its immersion of players in the Star Trek universe and encouragement to discover other related content, including TV series, Star Trek Fleet Command acts as a kind of brand marketing. It seeks to pique the curiosity of current franchise fans while drawing in prospective new ones.
Star Trek Fleet Command – Prime example of a live service game
Even though in-game purchases allow “Star Trek Fleet Command” to make money, its main function is as an engaging means of brand promotion. Its main objective is to keep the interest of long-time Star Trek fans while also attracting new ones. Doug Rosen, Senior Vice President of Games and Emerging Media at Paramount, stressed the value of creating a passionate fan base that goes beyond the actual game. The game serves as a spark, enticing players to check out more “Star Trek” media, like the recently released series on Paramount+.
Not a revenue stream
Star Trek Fleet Command, however, is not a straight revenue play for Paramount. Rather, it is an especially captivating kind of brand marketing meant to pique the interest of ardent “Star Trek” fans as well as win over new ones. As evidenced by the fact that “Star Trek Fleet Command” has no in-game advertisements, any money made from the game is of secondary importance.
Image credit- Star Trek Fleet Command
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Fan base
“Star Trek Fleet Command” has a devoted and active fan base, which is proof of its success. There are hundreds of thousands of daily logins and close to 20 million downloads. This indicates a large number of active players. With over 98% of players regularly logging in, the games have an impressive retention rate. 90 percent of players are in it for the long run, with the majority participating for at least a year.
Significant investment in live service gaming
The user base of “Star Trek Fleet Command” has increased, and it now encompasses more of the Star Trek universe. Scopely has made a substantial investment in growing the Star Trek Fleet Command team. It did so to maintain this kind of long-term involvement. The development team consisted of about fifty individuals when the game was released five years ago. Since then, the group has expanded to about 250 members.
Scopely’s commitment to live service gaming
The expansion of Scopely’s “Star Trek Fleet Command” team is indicative of the significant financial outlay required for live service games to maintain long-term user engagement. It’s difficult to replicate the feat of creating a live service game that can entice players to return for five years. Creating and managing live service games can require a significant financial commitment. Brands who are prepared to put in the work can reap great rewards. Moreover, not all brands opt for this strategy due to the associated costs and lengthy lead times. However, live service gaming has shown itself to be an effective brand marketing tool. This is particularly true for long-lasting and devoted fan bases of franchises like “Star Trek.”
Final words
Summing it up, live service gaming offers a revolutionary chance for brand promotion. One such game that captivates millions of players and fosters a strong bond with the Star Trek franchise is Star Trek Fleet Command. Brands can expand their reach, inspire fan loyalty, and open up new growth prospects by cultivating a devoted and active fan base.
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IKEA Chooses McCann As The First Global Brand Marketing Agency
Ingka Group, IKEA’s parent company has included a fresh, global agency agenda for all 31 countries where Ingka has operations. The IKEA brand will be strengthened worldwide as a result. After a comprehensive evaluation, the retailer brand has chosen McCann, the Madrid-based IPG agency network to be its advertising agency. Ingka Group’s Global Marketing Team will spearhead the partnership. Additionally, IKEA Spain’s Marketing Team will act as the operating team.
IKEA’s vision
The novel strategy is based on the idea that all people have the same fundamental needs. IKEA’s goal is to improve the quality of life for several people. It holds that all individuals need to sleep, eat, and spend time with their loved ones. With this strategy, they may set the tone and give the brand an opportunity to interact with people regardless of their culture, living situation, or age. Moreover, it will convey their ideas through international brand marketing campaigns.
IKEA Partners with McCann Worldgroup
IKEA wants to make its agency operations more efficient. The home goods chain selected McCann Worldgroup, thanks to the latter’s global philosophy of Truth Well Told. The concept aligns with IKEA’s mission of enhancing people’s daily lives. McCann Spain was appointed following the success of the partnership between the IKEA Global Marketing Team and the IKEA Spain Marketing Team. With McCann Worldgroup Spain as its center of operations, the agency will oversee IKEA retail for the Ingka Group. There will be 379 IKEA locations spread across 31 markets. The collaboration will begin in September 2023. The outcome of this alliance will be visible in the spring of 2024.
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IKEA’s Previous Partnerships
IKEA has long collaborated on marketing initiatives with several international agencies. Among these agencies were Ogilvy and Mother London. IKEA also collaborated with TBWA\Group Singapore in Southeast Asia for three years. The majority of the brand’s creative work feels within the agency’s control. It includes integrated campaigns, store opening campaigns, and digital and social communications. With the recent loss of Verizon’s account to Ogilvy in the United States still fresh in their minds, McCann’s victory in securing the IKEA business comes at the perfect time.
Here’s what they said
Licca Li, acting global marketing manager of Ingka Group said,
As one of the most trusted brands in the world, we have the responsibility to show how we are leading from our vision and purpose; that we are siding with the many through our affordable range and actions we take as a company for people and the planet. I am excited to see how this shift gives us the opportunity to connect to more people with a stronger voice.
Gabriel Ladaria, IKEA Spain’s marketing director added,
We are very excited that McCann has been finally chosen as winner, with us as the operating team. It makes us proud and serves as an acknowledgment for the work that has been carried out for the IKEA brand in Spain for years now. It also comes with the responsibility to build up and strengthen the emotional connection with consumers from all Ingka Group countries in a solid and consistent way, while leaning on the strengths that have shaped how we communicate at IKEA Spain and positioned the IKEA brand as the benchmark it is today.
Daryl Lee, Global CEO of McCann Worldgroup and McCann continued,
We are humbled and excited to be appointed as IKEA’s first global brand marketing partner. IKEA’s vision to create a better everyday life for the many people, based on universal truths, is perfectly aligned with our global philosophy of Truth Well Told. Our teams that collaborated around the world, brilliantly led by McCann Spain, cannot wait to launch an enduring brand platform that resonates globally and further builds IKEA’s leadership position in every market.
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