How Proximus reaches early adopters with in-game marketing

Are you launching a new product or service soon? And does this innovation involve technology? Then these lessons learned from the Proximus Fiber campaign are for you. Our guide to early adopters and gamers in general: Tim Colman, Head of Digital Communications at Proximus.

“Fiber guarantees the fastest internet connection available. It was up to us as a marketing team to launch this new product in the market. One of our key target groups was gamers,” Tim begins.

Why gamers? Obviously, because they are a perfect fit for the product. Faster internet means shorter reaction times and a better gaming experience.

But gamers are interesting for several other reasons as well.

Early adopters + bigger budgets

Reason number one: they are typical early adopters. They are interested in innovation and are therefore at the front of the line when you launch something new. Especially if that product or service is tech-related.

Reason number two. “Studies show that they are willing to spend more on technology,” says Tim. “They spend a larger portion of their disposable income on tech than the average consumer.”

The average age of the Belgian gamer is…

And the third and final reason why this target group is so interesting: you reach teenagers, twenty-somethings, and thirty-somethings alike. That might come as a surprise, as the stereotypical image of a gamer is a teenage boy behind his computer. But guess how old the average gamer in Belgium is?

31 years old.

Translated to Fiber: this includes not just those who have to nag their parents for better internet, but the decision-makers themselves. The renters and homeowners. Those who call the shots on which provider they choose and which subscription they sign up for.

Navigating obstacles in-theme

Now, for the campaign itself. Tim and his team chose a Fortnite speedrun. Fortnite is a tactical first-person shooter. A speedrun, on the other hand, is an in-game obstacle course that you have to complete in the shortest time possible.

Proximus had its own custom course built, entirely in the Proximus corporate branding.

Influencer marketing

“We deployed gaming influencers to activate their communities—our target group. So, it wasn’t Proximus saying: Look what we built, give it a try. It was gamers encouraging other gamers: Check this out, it’s fun to play. And you can win something too.”

“That worked really well,” says Tim. “Everything clicked. We went directly to our target audience. We didn’t ask them to install anything or visit an external website. Just play your favorite game, compete with others, and have a chance to win a prize.”

Next level for your go-to-market?

Are you launching something new soon? And are teenagers, twenty-somethings, and/or thirty-somethings with an interest in technology part of your target audience?

The case above proves how gaming marketing can be a powerful addition to your broader go-to-market strategy. A full-game integration like the Proximus speedrun is the pinnacle of in-game marketing, but there are definitely more accessible ways to get started.

Get in touch. Together, we can explore how gaming can help you reach those early adopters.