Video game personalities poised for a big 2021
Some virtual influencers for your brand's consideration
Hello,
I’ve been diving down the rabbit hole of video game company corporate reports for the past couple of weeks and they have some really interesting stuff. The best part about it? It’s all public. One thing that’s really been surprising is how deliberate these companies are being about licensing their characters.
Coupled with the growing trend of virtual influencers, it’s not crazy to think that some new doors for partnerships are going to be opening up sooner rather than later. Here are some video game characters that brands should be looking to collab with in the new year.
Miles Morales
Half animated movie star, half video game character this version Spider-Man lives exclusively on digital platforms. And he’s really, really popular. People arguing about his change of shoe brands is actually what sparked the idea for this article. With another Spider-Man movie in the pipeline for 2021 I’m sure he’s going to find a way be a part of even more conversations.
He’s a fun one. With the amount of love and personification he’s already built for himself you can zero in on the specific nuances of his character. In his newest game, he gets a pet cat that fights crime with him. I’d love for Petsmart to give a wink and nod to our friendly neighborhood Spider-Cat.
Pokemon
Pokemon’s 25 year anniversary is next year. It’s safe to assume that the largest media property in the world is going to go balls to the wall to celebrate. There are also a number of creatures to pull from, 932 to be exact.
Every Pokemon game is centered around a continent-spanning adventure. It could be a great thing for the travel industry to get involved with. Imagine a Pokemon GO and Airbnb collaboration that has specialized Airbnbs act as pokemon gyms.
Link
The one character who may be just as important as Mario to Nintendo celebrates his 35 year anniversary in 2021. His brand of adventure isn’t as much about personal growth as it is about finding the right tools for the job. In essence, he’s a handyman. He also knows how to bash a few villains’ heads in when the need arises.
Due to his rather dull personality the way to pursue a partnership with him is emphasizing what he does rather than what he says. One thing I always find interesting is how a lot of his power ups come from the food he eats in the villages he visits. Due to the organic, homegrown nature of his diet I’d love to see Whole Foods help recreate his cookbook.
Hogwarts (yes, the school)
Harry Potter’s alma mater is going to come back into conversation in a big way with the release of the video game, Hogwarts Legacy. This next-gen game is looking like one of the better video games next year and with the rabidness of the Harry Potter fanbase, I’m sure it’ll be a hot topic for a while.
To win with this one, a brand has to take on an active role in helping others be immersed in the Hogwarts world. Some angles that I think could be really awesome would be a sports drink doing a spot around them helping sponsor Quidditch or Zoom imagining what Hogwarts online schooling must be like.
Sonic
Our lovable hedgehog turns 30 in 2021. Given his recent track record, he’s going to need more than games to make him relevant and fun. That’s where collabs come in.
What’s always stood out about Sonic is that he oozes cool. When he is at his best he is running to rock music, delivering snarky one-liners, and radiating an infectious confidence. While a lot of brands will want to bring out his speed you’ll really win if you can lean into his swagger. Sonic is less about Under Armor Training and more of a Supreme hype beast.
What to take away:
Virtual influencers are quickly becoming a force to be reckoned with. People seem to talk about them as if they’re a new phenomenon when gamers have been making personal connections with the virtual characters they love for decades.
When thinking of virtual influencer collaborations don’t forget about the video game characters who started it all.
Gaming news that caught my eye:
Muse by Clio: I refined my article about Cloud Gaming and had it published in Muse by Clio last week. Check it out!
Vox: A great breakdown of the biggest gaming-related drama this month. The gist of it is that CyberPunk 2077, a game that has been in development for close to a decade, worked with media outlets to dupe players into buying an unfinished product.
Kotaku: I’m so glad Twitch took a stand against the confederate flag 159 after the confederacy ended. Good on them.
The Verge: A member of the space force purposely skipped out on training to try and get a PS5. Sony can officially say that they made a product that’s cooler than giving someone the chance to go to space.
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