Collaborations have always been a popular form of marketing, especially in the last few years.
There has been the rise of ‘influencers’ with the arrival of social media platforms, allowing these individuals to connect with their fans or followers and advertise products that may be suited to their tastes because of the connection they have with the advertiser.
In other forms of marketing, collaborations have worked well based on an individual’s popularity or global brand, which can sometimes be much bigger than the brand itself. It’s, therefore, not uncommon to see it happening across the gaming industry, with big celebrities being given a pixel makeover and making an appearance inside a game.
Why are celebrities being used in games?
Admittedly, it’s not a new technique. It’s a tried-and-tested method that has produced results on a consistent basis and one that doesn’t appear to be slowing down any time soon. Wherever you look, you’ll be able to find a celebrity being used in some capacity.
Video games can involve celebrities, like Fortnite does with playable characters and skins based on some of the world’s biggest A-listers; mobile games can also adopt a collaboration with a celebrity and use them to try and enhance their game, as can casino games. It’s not impossible to find titles on the sites considered to be the best Aussie pokies that feature a famous person, whether the game is inspired by a hit TV show, film, musical act, or sports star. A prime example of this is the popular "Elvis Frog in Vegas" pokie, which creatively combines the legendary image of Elvis Presley with a playful twist, offering an entertaining experience that resonates with fans of both the King of Rock 'n' Roll and themed casino games. These sites offer a curated selection of popular online pokies known for their quality, variety, and reliability, ensuring that players enjoy a top-tier gaming experience with engaging themes and exciting gameplay features.
So, why are we seeing gaming companies look to use these famous figures within their games? Influence.
As highlighted with influencer marketing techniques already, one of the best ways for a brand to get as many eyes on their products or services is by having it endorsed by a famous face; preferably one that is among the most famous and has a loyal fan base.
Why are we seeing gaming companies look to use these famous figures within their games? Influence.
Games that can feature these individuals are likely to create excitement and generate mass appeal from people who may not have initially been interested as they look to satisfy their love and admiration for that person. Although not quite obsessive, fans of A-listers will want to try and do as much as they can to feel as though they are living the same kind of lives as the people they follow, and gaming could be one way in which they do.
While there are many established game studios that have used celebrity collaboration to help advertise their titles when being released, it can perhaps be more beneficial to those that are smaller. As mentioned, by teaming up with someone who has a huge following already, it could be enough to get as many eyes as possible on a small developer and help them to break into an industry that is extremely competitive. There will be a great deal of expense incurred due to fees that would be required for the collaboration, but it could pay dividends.
What celebrities have been involved in games?
As stated, there have been many actors and famous faces to have been portrayed in video games and other types of games over the years, with these often being titles that have involved them in some capacity regarding the main storylines. For instance, games that have taken inspiration from TV or film will usually feature the lead actors because they need them in order to work properly.
However, there are some famous names that have become integral parts of a game franchise, despite not having anything to do with it in the first place. Kristen Bell is an example of this, as she voices Lucy Stillman in “Assassin’s Creed”, the memory researcher who helps the main protagonist to rediscover his memories.
Some celebrities appear in the commercials for the games to help advertise the title further. Keanu Reeves was used in the ad for “Cyberpunk: 2077” as an example. There have been instances where famous people lend their voice to the game, with “Fable III” and “Fallout: New Vegas” both featuring a plethora of celebrities from Michael Fassbender to Zoë Wanamaker in the former and the late Matthew Perry and Danny Trejo in the latter.
It’s not all just within the gameplay where celebrities can find they have influence, with some examples recently suggesting that they have an influence in how the game should be designed and played. Jordan Peele has transitioned from comedy skits to being a horror movie director, but it seems he could be about to get involved in gaming. He has partnered with Hideo Kojima to produce “OD” as they look to try and provide players with a more immersive and scarier experience.
Celebrities can bring attention
Celebrities have a huge amount of influence across the world, with many wishing to experience the type of lives they have. Some will even go as far as to replicate as much as they can to try and live their life like the other half.
Game companies recognise this and understand how effective it has been as a marketing tactic for decades. As the gaming world gets bigger, celebrities are clearly showing some interest in being a part of it, too.
