“How are we giving them value? The time they’re spending with your brand, how do you make it worthwhile for them? Those are the kinds of things we try to put at the forefront as we start to have conversations around Gen Z.”
Chris Erb, Founder & CEO of Tripleclix
Welcome to OnBrand! In this episode, join host Sarah Grace McCandless as she speaks with Chris Erb, chief executive officer and founder of Tripleclix, about how the gaming industry has grown and evolved and why all brands aiming to connect with Gen Z need a value-driven gaming strategy to foster more authentic engagement and build lasting relationships.
Now bigger than the global film industry, the global music industry, and the North American sports industry combined, the video game scene is surging in popularity, with Gen Z driving the trend.
Chris founded Tripleclix in 2014 to help video game brands navigate the massive space and to establish the difference between marketing to gamers and adding real value to their gaming experience. Tripleclix’s goal is to create a more engaged brand community — and to fuel more strategic and compelling consumer brand/gaming partnerships.
Chris says: “For us, and the brands we’ve talked to, it’s really about consumer first … and that’s an easy thing to say — it’s a really hard thing to do. It’s less about the revenue side of it and more about the relationship side. How are we doing things that can really build strong relationships with this audience and not try and monetize them at every step? What are the things that we’re really doing? So, digging into the kind of passions of the audience, and the best ways to connect with the audience, I think is really important.”
As the former executive vice president of Brand Marketing for Legendary Entertainment and the vice president of Marketing for EA Sports, Chris has been at the forefront of innovation in the entertainment and gaming space for nearly 25 years.
Join us to hear more from Chris about how the gaming industry is setting the bar for connecting with your audience and why any brand hoping to build relationships with Gen Z needs a gaming strategy, in the latest episode of OnBrand!