Boosting Visibility and Engagement Through Marketing Activations

In the exciting world of contemporary marketing, strategies are constantly changing. They do it to adapt to the changing preferences and habits of consumers, and to give products visibility in a highly competitive global market. In this context, Event Marketing has emerged as a powerful tool for generating visibility and engagement and building strong fan bases in the vast Latin American territory and also in the rest of the world. From marketing activations at fairs and conventions to live orchestra performances and music shows, as well as collaborations with influencers, cosplayers, and content creators, Event Marketing has proven to be particularly effective in positioning games and iGaming-oriented products in the region.

Latin Americans are passionate about the things, putting their own flavour to their celebrations

What are its perks?

Firstly, its ability to generate visibility in a diverse and heterogeneous region such as Latin America. Events like Game Shows, Comic Cons, and video game conventions gather enthusiasts and gamers of all ages and preferences. They also provide an ideal platform for brands to showcase their games and capture the attention of an enthusiastic audience.

By presenting Game Stations and interactive experiences, brands can allow attendees to try their products and experience their unique features firsthand. This not only creates a lasting impression, but it can also generate positive word-of-mouth and extend the reach beyond the event itself.

However, marketing is about more than visibility. Engagement is also an area where Event Marketing stands out. In-person interaction between attendees and marketing teams provides an invaluable opportunity to establish genuine connections. Involving players in meaningful conversations fosters deep engagement that goes beyond digital interaction and provides valuable feedback that often fuels other marketing actions or future decisions by developers and publishers.

Both influencers and cosplayers play a significant role: by collaborating with them to promote and bring game characters to life or build a community around iGaming, brands can create hype and a sense of belonging among fans. These connections translate into increased customer loyalty and, ultimately, fan base growth.

Concerts and Orchestra shows, Meets & Greets, Competitions… Events are including them all.

Event Marketing in Latin America

Latin America is well-known for loving music and entertainment, and Event Marketing leverages this passion through game-themed live orchestra performances, music shows, or iGaming competitions. By including live music at launch or promotional events, brands can create immersive experiences that emotionally connect with the audience. This can also be an excellent way to highlight the region’s cultural identity and establish an even stronger bond with local players.

For brands looking to penetrate the Latin American market, Mexico, Brazil, Argentina, and Colombia are key destinations. Their audiences love gaming mediaform, and their culture perfectly suits Event Marketing strategies.

Fans celebrate their favorite IPs by gathering. Social Media later echoes these festivities in posts, stories, and reels.

Which events should you keep an eye on?

When it comes to video games, it’s essential to target eSports events like Gamergy. Not only because of its focus on the expanding Esports industry. Or because it brings much participation of local and international influencers. But because specific audiences gather in great numbers. Gamergy takes place in both Mexico and Argentina and attracts between 60,000 and 70,000 people annually. And this is not the only iconic event. There are also traditional events like Brazil Game Show, and EVA and Argentina Game Show in Argentina.

Comic events are extremely popular. Mainly because they are essentially mainstream events celebrated by the whole family. For example, Comic Con Experience Brazil gathers around 280,000 attendees, and Comic Con gathers 100,000 attendees in Peru, 180,000 in Argentina, and 55,000 in Colombia, among others.

This is just the tip of the iceberg. Games, illustration, anime, series, comics, pop culture, and other interests are widespread in the region. Activating in these events implies a significant local impact. It increases international visibility, positioning, and ultimately, the return on your investment.

Family and group of friends visit Events together.

In summary

Event Marketing has become a fundamental tool for brands looking for an effective way to position their games in cities like Sao Paulo, Rio de Janeiro, Buenos Aires, Mexico, and Bogotá. Through marketing activations at large-scale events, brands can generate visibility and engagement and build strong fan bases in the region. This is thanks to personal interactions with influencers and cosplayers, live music integration, and other activities. With key destinations like Brazil, Mexico, Argentina, and Colombia in focus, these strategies have the potential not only to transform the gaming landscape in Latin America but also to increase the global ROI for brands significantly.