Playoffnations: Advertising in the Metaverse, the New Era of Marketing

Get out of traditional media and enter the new era of advertising. This is the challenge that companies that refuse to be left behind in the world of marketing face every day. But what is this new paradigm that brands are facing? Playoffnations is clear: the metaverse. Video games and streaming platforms, which had tremendous growth thanks to the pandemic, have ceased to be a meeting place for geeks to become the space where the leaders in the generation of content that more and more people consume come together.

The company led by Marc Pérez, from Alicante, CEO and co-founder of Playoffnations, was born from these virtual universes. “We started with the goal of creating a gaming platform and realized that every week we had a million users. That made us realize that we were being able to reach a different audience and we began to integrate brands in each event we did”, he explains.

With a firm commitment to the gaming territory and influencer marketing, the company has managed to create one of the most groundbreaking advertising agencies of the moment. “Social networks are no longer everything. We work with technology, with a young team with knowledge of these platforms and new media in which generation Z is present, and we make selling in a new way possible” , go on.

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Playffnations seeks to take brands where they are not able to reach with the use of traditional media such as radio and television. “To do this, we talk to the client, we analyze the reason for the purchase by the consumer and we create a specialized creative proposal for each client,” says the CEO.

One of the company’s best-known success stories is that of Mediamarkt, for whom they conceived a virtual island within the Fortnite video game that achieved more than 10 million impacts on social networks. “We created a fully themed space for the brand in which users could carry out actions or missions within the video game and that provided them with discounts or some benefit that they could use to buy different items that were promoted there,” he says. Pérez.

In parallel, Playoffnations has also led the entry into virtual spaces of brands such as Pringles and Krave (Kellogg Group) building the first amusement park in the metaverse; Springfield (Tendam Group), opening its virtual store and promoting the phigytal fashion collection, and ChocoFlakes (Adam Foods), creating an immersive game that went viral in a matter of hours.

“What we seek is to take advantage of the massification of new media to integrate the brands and, in addition, that the experience is fun for the users because otherwise it would not make sense”, explains the CEO of Playoffnations. “If they want the consumer to spend time and have fun, they have to make them fall in love and make them participate and enjoy,” he stresses.

Precisely, the company carried out a study together in different universities and the Neurocatching company about the emotional and immediate impact on consumer attention of ads and brands in the metaverse. In it, they measured three parameters: visual attention, emotion and memory.

“The research concluded that advertising launched in these new digital media has 40% more retention from the audience and a brand recall that exceeds traditional media by 70%,” he says. Pérez. “All of this allows, thanks to this business model, companies to have a lasting impact on the younger generations, who will soon be the ones with the decision-making power and the economic capacity to purchase their products.”

They are currently working on going one step further with the creation of video game events such as Fortnite in which the user can interact through digital interactions such as concerts or missions, including brands within these programs so that they can have the best possible presence.

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The Alicante start-up has also recently closed an investment round of one million euros led by Angels Capital, the investment vehicle of Juan Roigin which other investors such as Tom Horsey y Albert Botet. Thanks to this impulse, the company has a clear objective: to continue expanding throughout the world. “We have a large presence in Spain and in different Latin American countries, but right now our focus is on the United States through strategic alliances and with the luck that our clients are our best ambassadors,” he says. Pérez.

“For us the most important thing was to be able to associate with people as important as Juan Roig, Juanjo Mustard y Tom Horsey and that they know everything that our product can offer”, he explains. With its sights set on the other side of the pond, the company will also use the means obtained to expand its human and technological capital, as well as to consolidate its position in Spain.