Why Proximus is fully committed to gaming, and why your brand shouldn’t fall behind

Gaming is no longer a niche. It has become mainstream culture. Brands that still only think in terms of TV spots or Facebook campaigns are out of the game.

“Gaming is the place where brands can truly make a difference,” says Tim Colman, Head of Growth Marketing & Campaigns at Proximus.

Gaming is not a campaign, but a strategy

Brands that align their marketing strategy with the world of gamers gain not only visibility but also relevance.

Gaming is an ecosystem: to enter it, you need to understand how it works.

“Gaming is a way to connect,” explains Tim.
“And at the same time a way to position ourselves as a brand: young, innovative and future-proof.”

Proximus does this not by chance, but structurally:

• As a structural partner of initiatives such as the Proximus League and GameForce
• Through the Proximus Game Experience, which brings communities together with events, tournaments and livestreams
• With Proximus Pickx, where gamified content and e-sports livestreams engage both players and viewers
• Behind the scenes, by investing in low latency networks for competitive gameplay

From gaming to gamechanger

AI is hot, but without direction it becomes mostly noise.

“Many companies want to ‘do something with AI,’ but forget that technology is not a goal in itself,” says Tim.
“AI is not a trick. It must start from a clear business need.”

That’s why gaming is such an interesting domain: it’s an environment where AI is already applied in concrete and relevant ways. Think of:

• Personalised recommendations in games
• Real-time matchmaking
• Chat moderation
• AI-generated content

Companies that understand and use gaming also better understand how AI works today. And that makes a difference when you want to use AI yourself.

Gaming as an innovation lab for your brand

“If you want to make AI tangible, you have to start in a context where people are already open to new technology,” says Tim.

Gamers are early adopters. That makes gaming the perfect framework to learn, test and innovate.

Handled wisely, it builds more than visibility:

• You learn how your brand can connect naturally with your audience
• How to create content that works
• How to communicate in a channel where traditional marketing falls flat
• And how to gradually make new technology like AI deliver results

No Noob helps brands use gaming and AI strategically

Whether you use gaming as a channel, a community or an innovation lab, it all starts with truly understanding your audience. Where they are. What triggers them. And how you can engage without being out of tune.

At No Noob, we help brands use technology, gaming and AI strategically.

Ready for the next step? Let’s play.

Watch the full episode on YouTube