Knowing how to decipher codes Passionate about video games, Youba Hamatou (Master’s degree in Services Marketing at the Toulouse School of Management) created GameSense Agency, a communication agency specializing in esports, in 2018 as soon as he finished his studies. A field with particular codes and that he deciphers for brands, whatever they are, attracted by what is now the first cultural industry in the world. Actif’s Mag: How do you view the world of gaming or Actif’s Mag: Is communicating with gamers reserved for esports? brands already established in this universe (clothing, Youba Hamatou: As far as esport or gaming as a vec- game accessories, etc.)? tor of experience is concerned, it’s an idea at the heart ofYouba Hamatou: Absolutely not. You just have to look at the GameSense Agency’s strategy that makes up the agency’sshare of «non-endemics» - that is, brands that don’t come DNA: Passion. Emotion. Esport. Just like traditional sports,from the industry - on the market today. Outside companies music or cinema, for example, video games can transmithave given the industry a real boost and have allowed it to unique emotions through moments of communion, whetherevolve and raise its standards. However, there are some in- they are competitive (esports) or not (gaming in the broa-dustry-specific rules that need to be followed in order to enter dest sense). For a brand, this represents a real opportunity tothe industry smoothly. I talked about it already 2 years ago associate its image with positive and unifying values, whilethrough my article «The 6 golden rules of communication in benefiting from all the advantages offered by the sector com-esport» which, I think, is still relevant (box). pared to more traditional channels such as TV, radio, written press, etc. Actif’s Mag: How can a brand that is unknown in this universe, or «not endemic» as you just said, establish Actif’s Mag: How can brands reach the gamer itself? community ? Youba Hamatou: By respecting the six rules I just mentioned, Youba Hamatou: In this field, the possibilities are almostto which I would add another one: by not being afraid to enter endless. The particularity of the sector is that it is involved in«through the back door». It is important to be humble in the both digital and physical channels while overcoming the cur-business and to understand that the video game industry has rent communication problems (adblockers, non-sharing oflived and still lives very well without the help of sponsors. I re- cookies, loss of trust in institutions, loss of speed of traditionalmind you that we are talking about the world’s largest cultural media ...). industry, far ahead of music and film combined. Brands need Let’s take the example of a high level sports team. A brandto find trusted intermediaries that will allow them to integrate wishing to sponsor it will see its image highlighted both inthe medium while taking into account their standards (those live streaming on Twitch or in VOD on YouTube through theof the brand) but also those of the targeted communities. team’s training sessions and matches, but also physically during competitions within the arena on the players’ shirts for example, but also, potentially, directly in-game (in-ga- me advertising) as it is the case for KitKat duringLeague of Legends matches of the LFL (French League of Legends)... Manyother examples exist: Twitter bio and banners, «For a brand, this represents a real opportunity Instagram stories, merchandising, crypto-currencis, NFTeto associate its image with positive and unifying (Non-Fungible Token, cryptographic tken)... It’s also pos-o sible to go through a game publisher rther than a team fora ,values, while benefiting from all the advantages example. Look at Christopher Nolan and the promotion of offered by the sector compared to more hismovie Tenet on Fortnite or Gucc andits showromoni otraditional channels such as TV, radio, written thevideo game Roblox. Here, I’monly talking about sponso- press, etc.» ring but it is also possible to have a direct relationship with gamers. In particular by creatingproucts or services uefuld sYouba Hamatou- GameSense Agency to gamers: seats, drinks, trainingsoftware banking servces, i , perfumes...). stekraM — séhcraM- 21 -