It’s no secret that the world of marketing is changing. In fact, it’s probably fair to say that the way people communicate with each other and with companies has changed more in the past decade than ever before.

In response to this shift, companies have been forced to adapt their marketing strategies accordingly. For many large corporations, this has meant finding new channels to reach consumers—and one of those channels is gaming culture.

IKEA and KFC have both used the game Animal Crossing as a way to increase brand awareness and reach out to their audience. In Animal Crossing you create an avatar, who arrives on a small and untouched island. Your goal is to make the island your home, through plundering natural resources and getting bamboozled into selling and buying goods. Now this seems logical place for a furniture company to build your home. KFC on the other hand created a challenge where they play hide and seek with their maskot Kernel Sanders. 

KFC has seen the potential with gamers. Not only did they sponsor esports competitions and tournaments around the world; they also launched an entire website dedicated to gaming culture called “KFC Gaming.” The site features original content featuring KFC employees discussing how they play games at work or home (or even during lunch breaks!). 

Take IKEA for example: It’s no secret that millennials love gaming.  So much so that many have made careers out of it! But did you know that IKEA has taken advantage of this? They created an app called “IKEA Place,” which allows users to virtually build their own furniture using augmented reality technology and then purchase it through the app itself (no need to visit a physical store). They also partnered with Twitch to create an exclusive line of furniture inspired by games like “Minecraft.”

Your brand can also benefit from using new channels. Can you see your brand taking advantage of a new channel? What’s stopping you?