From VR (Virtual Reality) tech to virtual worlds and chat rooms, the VR gaming industry is thriving and rapidly expanding. It’s no longer a novelty concept now. As players’ expectations for games keep rising, developers are creating more complex, interactive experiences to meet them.
In 2023, the global VR gaming market reached $17.96 billion. According to Fortune Business Insights, the market is projected to grow at a compound annual rate of 30.4%, rising from $22.63 billion in 2024 to $189.17 billion by 2032. As the market expands, it's crucial for VR studios to refine their game promotion strategies.
Let’s deep dive into the five strategies for effectively marketing a VR game.
Creating a community and educating people about what your VR game offers will benefit you when your game is ready. Everyone is familiar with console video games and how they work. However, the same cannot be said for virtual reality. Unless they're already avid VR fans, your potential players may need help grasping the possibilities of your game.
If you can't directly communicate the VR experience, focus on sharing the experiences of those who have played the game. Create videos that capture players enjoying the game, highlighting their reactions and the joy they experience.
Many game developers use pre-launch announcements to generate interest and create buzz around their games. They engage VR influencers, gaming journalists, and media outlets to spread the word. A well-crafted press release can help generate early interest and build a list of potential players.
Such list has lots of advantages:
Here is what your press release should include:
A visual sneak peek into what the VR game is all about is the best way to get people talking about your game. A VR gameplay trailer offers an experience that goes beyond what a written press release can convey. It immerses viewers in the game world, just like a movie trailer would. Creating and sharing a trailer in advance is a great strategy for building excitement.
While traditional video is useful for VR, it may not fully capture the game experience. To give players a clearer picture, consider offering interactive demos. These options provide a more immersive preview, helping potential players better understand what to expect from your VR game.
Add a tentative release date in the press kit too. If you are providing any special discounts to your players, that’s a great promotional tactic.
What VR platform can players access your game on? PlayStation VR, Meta Quest, Steam VR, and HTC Vive are some of the top-performing platforms for VR games.
If you've had people test out your game and give reviews, you can share this information in your press release. They can create excitement and credibility around your game.
Remember to introduce the brand behind the product and highlight any previous games you've developed. Additionally, share your vision for the new technology and how it will impact the gaming experience.
If you're looking for publishers or investors, include a pitch that outlines the story, characters, gameplay elements, hardware requirements, the market the game is for, and other information. But keep it short and compelling to keep their interest.
Connecting with influencers who share your passion for virtual reality environments is one way to truly share the experience of your VR game. In addition to niche VR gaming influencers, you can collaborate with podcasters, bloggers, and game reviewers.
Leveraging streamers, YouTubers, and content creators is a popular marketing strategy. Finding independent voices to discuss your VR game and showing them enjoying it can enhance your marketing efforts. However, locating the right influencers to give your game the exposure it needs can be challenging for busy game developers and studios.
As you know, virtual reality content presents a unique set of challenges. Players can't glance at screenshots and trailers like they do for console or PC games. VR game marketing must give the viewer a sense of what wearing the headset and being in a virtual environment is like.
For content marketing strategies, short videos, reels, and GIFs can be highly effective. Cinematic game trailers are also popular among gamers. If creating cinematic trailers is beyond your scope, you can still make a great impact with a good gameplay trailer.
Here are some ways you can use visual media:
Social media channels, particularly for virtual reality, can be highly valuable in your marketing approach. This will also help you build a community, as we recommended before.
Presenting at gaming events is a terrific approach to meeting potential players and the press. You can attend meetups, VR events, or even virtual events where you can demo your game.
Demos help players test out the games before deciding to make a purchase. If a player has motion sickness, then demos allow them to gauge whether a VR game makes them uncomfortable. They act as testers, enabling players to experience the game and determine if it is a good fit for them.
Even if you initially create a demo that doesn't require a VR headset, you can still boost the number of people who sign up.
One of the major trends in VR gaming is the shift towards cross-platform integration. Lately, gamers want their experiences to transition effortlessly between VR headsets, consoles, and smartphones. This trend emphasizes convenience and keeping players engaged across various platforms, integrating VR more seamlessly into their overall gaming experience.
While VR has traditionally been seen as expensive, cloud gaming is shifting this perception. Cloud-based VR allows players to stream games without needing high-end hardware, making VR more accessible. As a result, high-performance PCs and costly consoles are no longer necessary to enjoy immersive VR experiences.
Another trend that is becoming popular is the blend of augmented reality (AR) with virtual reality to create mixed virtual experiences. While VR transports players into virtual environments, AR brings the game world into the physical space. Combining these technologies unlocks new gameplay possibilities that go beyond the limitations of either medium alone.
AI has been playing a crucial role in making VR games more responsive and interactive. Developers are increasingly using AI to craft dynamic worlds - from NPCs that adapt to player behavior to environments that evolve based on in-game decisions. According to the Gartner Report on gaming and AI, by 2025, 50% of digital games will use AI to offer adaptive difficulty and personalization features to improve player experiences.
VR is no longer considered an isolated activity. Now with social VR, players can connect with other people in virtual environments. Social engagement has become central to the VR experience, from hanging out with friends in virtual spaces to engaging in multiplayer gaming sessions.
An increasing number of developers are recognizing VR’s potential for improving physical and mental health. With VR, players can meditate, relax, and even exercise, thus merging gaming with self-care. Forbes reports that the VR fitness market is expected to grow by 30% annually over the next five years.
The virtual reality gaming industry is expanding rapidly, and its marketing strategies differ significantly from those for other platforms. VR gaming has evolved beyond gameplay to focus on connecting with people through social experiences, personalized content, and more. This evolution gives marketers the perfect opportunity to engage with their target audience and promote VR games using data-driven insights.
To create compelling VR campaigns that resonate with your audience, contact Game Marketing Genie today.