The Australian Influencer Marketing Council (AiMCO) has appointed national digital creator and creative agency Click Media Group as its latest member, the first major Australian gaming marketing agency to join the industry body.
Click Media Group works with creators to deliver campaigns and experiences for brands like McDonald’s, Coca Cola and UberEats. The agency has deep roots in gaming creators, campaigns and development.
"We’re thrilled to be leading the way for Australia’s influencer community with our partnership with AiMCO.We know that gaming has a powerful cultural impact that transcends the category, particularly with younger audiences – that’s why it’s important for influencers and agencies to understand and adhere to best practice standards within their content," Click Media Group head of brand partnerships Jess Wood said.
According to PwC figures, Australian brands are set to spend more than $1 billion dollars on advertising in gaming environments this year, overtaking the combined advertising spend on digital and print media for the first time. By 2028, PwC predicts Australia’s in-game ad market will be worth $2 billion.
Gaming has long been a substantial market for national advertisers. New data from NewZoo shows 77% of Australia’s online population engaged with video games in the past six months, while almost half of the nation’s online population enjoys viewing gaming video content.
AiMCO managing director Patrick Whitnall said gaming has a huge global audience because modern gamers are so much more than just a player or reviewer – they’re part of an active, engaged, online community, interacting with content producers across multiple sites and touchpoints.
“This shift has given rise to the gamer influencer marketing industry, connecting audiences and brands in the gaming space. While the sector is still in its infancy in Australia, it’s starting to gain real ground, with gaming influencers garnering large fan bases and brand partnerships," he said.
"It’s a huge growth area - like traditional influencers, gaming influencers bring that level of authenticity to content and drive strong engagement with a highly tuned-in audience.”
Click Media Group joins AiMCO’s 100-plus membership base, committed to best practice influencer marketing, and supporting creators and collaborators.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.