Digital Marketing Strategies for Virtual Reality Gaming Platforms
Introduction
Virtual Reality (VR) is seen as the next frontier in gaming and is set to revolutionize the gaming
experience. While VR gaming is still in its early stages, the gaming industry is increasingly
looking to leverage VR technology to provide immersive gaming experiences. As VR gaming
platforms continue to gain popularity, digital marketers will need to develop effective strategies
to promote VR games and platforms. This paper will discuss various digital marketing strategies
that can be used to promote VR gaming platforms and drive user engagement and adoption.
Understanding the VR Gaming Landscape
Before delving into specific digital marketing strategies, it is important to understand the current
VR gaming landscape. Some key aspects of the VR gaming market are:
- Hardware: Major VR hardware platforms for gaming include Oculus Rift (Oculus), HTC Vive
(HTC) and PlayStation VR (Sony). While VR hardware sales are still relatively low compared to
traditional gaming devices, annual sales are growing substantially each year. Advances in
technology are also making VR headsets more affordable and user-friendly.
- Games: Popular VR game genres include first-person shooters, adventure games and
racing/flying simulators which are designed to take full advantage of VR's immersive
capabilities. Well-known VR games include Beat Saber, Superhot VR, Pavlov VR among others.
The number of VR games is growing steadily with support from both indie developers and major
gaming studios.
- Platforms: Major app platforms for distributing VR games include the Oculus Store (Oculus),
SteamVR (Valve) and PlayStation Store (Sony). Developers can leverage these platforms to
distribute, monetize and generate awareness for their VR games. Platforms are actively funding
VR game development and promoting adoption through marketing support.
- Users: While the overall VR user base is still small compared to traditional platforms, annual
sales and installations are growing substantially each year driven by falling hardware prices and
expanding content libraries. Facebook estimates the total addressable VR market to be in
billions of users over the next 5-10 years.
Understanding the current state of the VR gaming market provides useful context for formulating
effective digital marketing strategies to promote platforms and drive further growth. The next
sections will discuss specific strategies platforms can consider.
Search Engine Marketing
Search engine marketing should be a core part of any digital marketing strategy for VR gaming
platforms. Effective SEO and paid search campaigns can help platforms rank high and generate
awareness among potential new users actively searching for VR gaming topics online. Some
key SEM tactics platforms can leverage include:
- Keyword Research: Identify popular long-tail keywords related to VR gaming hardware,
software, genres etc. Focus on questions users may search like "best VR games", "how to set
up VR" etc.
- Optimize Website/Store Pages: Ensure platform website, store pages and app listings are
optimized for target keywords with relevant content, tags, descriptions etc.
- Local SEO: Focus on location-based keywords to target users searching for VR arcades or
experience centers near them.
- Link Building: Build high-quality links from industry publications, influencer websites, developer
sites to gain SEO boost.
- Search Ads: Run search ad campaigns targeted at keywords to drive organic traffic. Leverage
new technologies like conversational ads.
- Landing Pages: Create optimized landing pages mapped to keywords to improve click-through
and conversion rates.
- Measurement: Track keywords, campaigns and landing pages closely through Google
Analytics to refine SEM strategies over time.
Well-planned search campaigns can help platforms rank for intent-based queries and generate
valuable organic traffic and app installs/store visits. Continuous optimization will be critical to
SEM success.
Social Media Marketing
Social media platforms like Facebook, Instagram, YouTube and Snapchat should be leveraged
for VR gaming marketing due to their massive reach and engagement capabilities. Some
effective social media strategies include:
- Promoted/Branded Content: Create and promote high-quality native videos, images and
articles showcasing gameplay, reviews, trailers, developer insights etc.
- Influencer Marketing: Partner with popular VR and gaming influencers/streamers on YouTube
and Twitch to generate awareness through sponsored and organic posts.
- Contests & Sweepstakes: Run engaging contests on social platforms to boost follower growth
and capture leads for retargeting.
- AR Filters & Effects: Leverage social platforms' AR filters and effects capabilities to drive
immersive gaming experiences.
- Live Streaming: Encourage developers/users to live stream game demos and playthroughs to
generate real-time social buzz.
- Communities: Foster engaged communities through groups, pages, forums for VR gamers to
interact and self-promote.
- Advertising: Run custom audience and interest-based ads on Facebook/Instagram to target
relevant communities.
Leveraging social is key for word-of-mouth marketing and community building - critical factors
for any emerging VR gaming platform. Data-driven optimization of campaigns will be essential.
Affiliate & Influencer Marketing
Partnering with influential affiliates and influencers can help VR platforms generate organic
awareness at scale. Some effective affiliate and influencer tactics include:
- Blogger Outreach: Provide early access demos/keys to gaming journalists and tech bloggers
for high-quality reviews and coverage.
- Influencer Programs: Create structured programs offering commissions, perks for influencers
promoting games on YouTube, Twitch etc.
- Affiliate Networks: Leverage networks like Impact Radius for streamlined affiliations with
gaming sites and communities.
- Ambassador Programs: Engage committed fans as social media ambassadors incentivized for
follower growth, engagement metrics.
- AR Partnerships: Collaborate with popular AR influencers/developers to reach new immersive
communities.
- Multi-Channel Partners: Engage cross-platform influencers with gaming communities on
YouTube, Twitch, Reddit, Discord etc.
Leveraging the reach and authenticity of influencers can boost organic recommendations, trial
rates and long-term retention among key audiences. Transparency and mutual-benefit are key
for any influencer program.
Email Marketing
While not as glamorous as other channels, Email remains a powerful tactic for platforms to build
loyal communities and drive repeat revenue. Some effective email marketing practices include:
- Lead Capture: Incentivize email signups via giveaways, early-access offers on website and
in-game to build a qualified list.
- Segmentation: Segment list based on behaviors, demographics for personalized automated
campaigns.
- Nurture Sequences: Deploy multi-step, triggered email flows to guide new users and
re-engage lapsed ones.
- Transactional Messages: Leverage order, license confirmation emails to improve customer
experience.
- A/B Testing: Continuously test subject lines, calls-to-action, creative elements to optimize
open/click rates.
- Cross-Promotion: Upsell relevant games, hardware via tailored recommendation campaigns.
- Content Upgrades: Reward engagement with beta access, cosmetic upgrades in games via
email.
Regular, relevant and responsive email programs can foster long-term loyalty in the gaming
genre known for churn.
Performance Marketing & UA
Performance marketing and user acquisition (UA) strategies will be crucial for VR gaming
platforms to drive scalable user and revenue growth. Some key PPC and UA tactics include:
- App Store & Play Store Optimization: Ensure app/store listings are optimized for visibility and
conversions.
- Mobile Display Ads: Leverage in-app/mobile web display networks like Facebook Audience
Network for CPI user acquisition.
- Retargeting: Retarget website visitors and in-app users with personalized ads for
re-engagement.
- Cross-Promotion: Collaborate with other games/platforms for exchange promotions and UA
partnerships.
- UA Benchmarks: Track and optimize install, registration, retention KPIs to iteratively improve
UA ROI.
- Attribution Modeling: Deploy accurate multi-touch attribution to optimize media mix spend
allocation.
- UA Analytics: Leverage tools like Adjust, AppsFlyer to measures UA campaign effectiveness
across devices/networks.
Data-driven UA is critical for platforms to scale on tight budgets while optimizing user-value over
volume metrics like LTV:CAC. Continuous testing and refinement will be key.
Virtual & Augmented Reality Marketing
Emerging VR/AR technologies open unique opportunities for immersive digital experiences.
Some strategies platforms can leverage include:
- 360 Videos & Maps: Distribute high-quality spherical videos of games, developers on
YouTube, social platforms and VR arcades/experiences.
- AR Filters: Design engaging face/world filters themed on games and characters for platforms
like Snapchat, Instagram, Facebook.
- Branded VR Experiences: Develop branded mini-games or virtual tours of games/studios for
distribution on headsets, VR arcades.
- XR Events: Partner with gaming/tech events for on-site activations, quests, tournaments
leveraging AR and VR.
- Spatial Computing: Create persistent VR spaces for communities to interact, watch
streams/videos as technologies evolve.
- WebXR: Optimize game demos, storefronts for compatibility with emerging XR browsers for
increased reach.
Emerging immersive technologies provide exciting new creative opportunities to engage gamers
and generate real-world word-of-mouth beyond traditional digital channels. Platforms should
experiment aggressively to stay ahead of the curve.
Analytics & Measurement
Data-driven decision making will be critical for optimization across VR gaming marketing
strategies. Key analytics practices should include:
- Goals & KPIs: Define clear goals like user/revenue growth and track key metrics like DAU,
WAU, sessions, retention, eCPM etc.
- Attribution: Develop multi-touch attribution models to optimize media spend allocation and
channel performance.
- A/B Testing: Continuously test content, creative elements, user flows, monetization strategies
through robust testing frameworks.
- Dashboards: Create centralized performance dashboards integrated with analytics tools like
Google Analytics, AppsFlyer, Amplitude etc.
- Cohort Analysis: Analyze user behavior and retention patterns by acquisition sources and
cohorts over time.
- Surveys: Regularly survey users to understand pain-points, feature-demand through in-app
pop-ups or email.
- Benchmarking: Compare metrics with top competitors and set aggressive incrementally
improving performance targets.
Data-driven optimization will be crucial for VR platforms to scale efficiently on tighter budgets
than traditional platforms. Continued testing and learning should be ingrained in processes.
Conclusion
The VR gaming industry has huge potential for growth but also faces challenges due to the
relative newness of the technology and high hardware costs limiting mainstream adoption.
Digital marketers can play a key role in driving platform growth and overcoming adoption
hurdles by developing and optimizing wide-ranging marketing strategies. The strategies
discussed in this paper cover core areas like search, social, affiliates, email, performance
marketing and analytics that platforms need to focus on. However, with technology and
audience preferences evolving rapidly, marketing approaches will need continuous innovation,
learning and refinement as the industry matures. Platforms must be nimble and creative in
engaging new immersive communities and charting the future of VR gaming experiences and
business models. A data-driven testing culture and strategic marketing foundations laid now will
be critical to success for platforms seeking leadership in the emerging VR gaming frontier.
Virtual Reality (VR) is seen as the next frontier in gaming and is set to revolutionize the gaming
experience. While VR gaming is still in its early stages, the gaming industry is increasingly
looking to leverage VR technology to provide immersive gaming experiences. As VR gaming
platforms continue to gain popularity, digital marketers will need to develop effective strategies
to promote VR games and platforms. This paper will discuss various digital marketing strategies
that can be used to promote VR gaming platforms and drive user engagement and adoption.
Understanding the VR Gaming Landscape
Before delving into specific digital marketing strategies, it is important to understand the current
VR gaming landscape. Some key aspects of the VR gaming market are:
- Hardware: Major VR hardware platforms for gaming include Oculus Rift (Oculus), HTC Vive
(HTC) and PlayStation VR (Sony). While VR hardware sales are still relatively low compared to
traditional gaming devices, annual sales are growing substantially each year. Advances in
technology are also making VR headsets more affordable and user-friendly.
- Games: Popular VR game genres include first-person shooters, adventure games and
racing/flying simulators which are designed to take full advantage of VR's immersive
capabilities. Well-known VR games include Beat Saber, Superhot VR, Pavlov VR among others.
The number of VR games is growing steadily with support from both indie developers and major
gaming studios.
- Platforms: Major app platforms for distributing VR games include the Oculus Store (Oculus),
SteamVR (Valve) and PlayStation Store (Sony). Developers can leverage these platforms to
distribute, monetize and generate awareness for their VR games. Platforms are actively funding
VR game development and promoting adoption through marketing support.
- Users: While the overall VR user base is still small compared to traditional platforms, annual
sales and installations are growing substantially each year driven by falling hardware prices and
expanding content libraries. Facebook estimates the total addressable VR market to be in
billions of users over the next 5-10 years.
Understanding the current state of the VR gaming market provides useful context for formulating
effective digital marketing strategies to promote platforms and drive further growth. The next
sections will discuss specific strategies platforms can consider.
Search Engine Marketing
Search engine marketing should be a core part of any digital marketing strategy for VR gaming
platforms. Effective SEO and paid search campaigns can help platforms rank high and generate
awareness among potential new users actively searching for VR gaming topics online. Some
key SEM tactics platforms can leverage include:
- Keyword Research: Identify popular long-tail keywords related to VR gaming hardware,
software, genres etc. Focus on questions users may search like "best VR games", "how to set
up VR" etc.
- Optimize Website/Store Pages: Ensure platform website, store pages and app listings are
optimized for target keywords with relevant content, tags, descriptions etc.
- Local SEO: Focus on location-based keywords to target users searching for VR arcades or
experience centers near them.
- Link Building: Build high-quality links from industry publications, influencer websites, developer
sites to gain SEO boost.
- Search Ads: Run search ad campaigns targeted at keywords to drive organic traffic. Leverage
new technologies like conversational ads.
- Landing Pages: Create optimized landing pages mapped to keywords to improve click-through
and conversion rates.
- Measurement: Track keywords, campaigns and landing pages closely through Google
Analytics to refine SEM strategies over time.
Well-planned search campaigns can help platforms rank for intent-based queries and generate
valuable organic traffic and app installs/store visits. Continuous optimization will be critical to
SEM success.
Social Media Marketing
Social media platforms like Facebook, Instagram, YouTube and Snapchat should be leveraged
for VR gaming marketing due to their massive reach and engagement capabilities. Some
effective social media strategies include:
- Promoted/Branded Content: Create and promote high-quality native videos, images and
articles showcasing gameplay, reviews, trailers, developer insights etc.
- Influencer Marketing: Partner with popular VR and gaming influencers/streamers on YouTube
and Twitch to generate awareness through sponsored and organic posts.
- Contests & Sweepstakes: Run engaging contests on social platforms to boost follower growth
and capture leads for retargeting.
- AR Filters & Effects: Leverage social platforms' AR filters and effects capabilities to drive
immersive gaming experiences.
- Live Streaming: Encourage developers/users to live stream game demos and playthroughs to
generate real-time social buzz.
- Communities: Foster engaged communities through groups, pages, forums for VR gamers to
interact and self-promote.
- Advertising: Run custom audience and interest-based ads on Facebook/Instagram to target
relevant communities.
Leveraging social is key for word-of-mouth marketing and community building - critical factors
for any emerging VR gaming platform. Data-driven optimization of campaigns will be essential.
Affiliate & Influencer Marketing
Partnering with influential affiliates and influencers can help VR platforms generate organic
awareness at scale. Some effective affiliate and influencer tactics include:
- Blogger Outreach: Provide early access demos/keys to gaming journalists and tech bloggers
for high-quality reviews and coverage.
- Influencer Programs: Create structured programs offering commissions, perks for influencers
promoting games on YouTube, Twitch etc.
- Affiliate Networks: Leverage networks like Impact Radius for streamlined affiliations with
gaming sites and communities.
- Ambassador Programs: Engage committed fans as social media ambassadors incentivized for
follower growth, engagement metrics.
- AR Partnerships: Collaborate with popular AR influencers/developers to reach new immersive
communities.
- Multi-Channel Partners: Engage cross-platform influencers with gaming communities on
YouTube, Twitch, Reddit, Discord etc.
Leveraging the reach and authenticity of influencers can boost organic recommendations, trial
rates and long-term retention among key audiences. Transparency and mutual-benefit are key
for any influencer program.
Email Marketing
While not as glamorous as other channels, Email remains a powerful tactic for platforms to build
loyal communities and drive repeat revenue. Some effective email marketing practices include:
- Lead Capture: Incentivize email signups via giveaways, early-access offers on website and
in-game to build a qualified list.
- Segmentation: Segment list based on behaviors, demographics for personalized automated
campaigns.
- Nurture Sequences: Deploy multi-step, triggered email flows to guide new users and
re-engage lapsed ones.
- Transactional Messages: Leverage order, license confirmation emails to improve customer
experience.
- A/B Testing: Continuously test subject lines, calls-to-action, creative elements to optimize
open/click rates.
- Cross-Promotion: Upsell relevant games, hardware via tailored recommendation campaigns.
- Content Upgrades: Reward engagement with beta access, cosmetic upgrades in games via
email.
Regular, relevant and responsive email programs can foster long-term loyalty in the gaming
genre known for churn.
Performance Marketing & UA
Performance marketing and user acquisition (UA) strategies will be crucial for VR gaming
platforms to drive scalable user and revenue growth. Some key PPC and UA tactics include:
- App Store & Play Store Optimization: Ensure app/store listings are optimized for visibility and
conversions.
- Mobile Display Ads: Leverage in-app/mobile web display networks like Facebook Audience
Network for CPI user acquisition.
- Retargeting: Retarget website visitors and in-app users with personalized ads for
re-engagement.
- Cross-Promotion: Collaborate with other games/platforms for exchange promotions and UA
partnerships.
- UA Benchmarks: Track and optimize install, registration, retention KPIs to iteratively improve
UA ROI.
- Attribution Modeling: Deploy accurate multi-touch attribution to optimize media mix spend
allocation.
- UA Analytics: Leverage tools like Adjust, AppsFlyer to measures UA campaign effectiveness
across devices/networks.
Data-driven UA is critical for platforms to scale on tight budgets while optimizing user-value over
volume metrics like LTV:CAC. Continuous testing and refinement will be key.
Virtual & Augmented Reality Marketing
Emerging VR/AR technologies open unique opportunities for immersive digital experiences.
Some strategies platforms can leverage include:
- 360 Videos & Maps: Distribute high-quality spherical videos of games, developers on
YouTube, social platforms and VR arcades/experiences.
- AR Filters: Design engaging face/world filters themed on games and characters for platforms
like Snapchat, Instagram, Facebook.
- Branded VR Experiences: Develop branded mini-games or virtual tours of games/studios for
distribution on headsets, VR arcades.
- XR Events: Partner with gaming/tech events for on-site activations, quests, tournaments
leveraging AR and VR.
- Spatial Computing: Create persistent VR spaces for communities to interact, watch
streams/videos as technologies evolve.
- WebXR: Optimize game demos, storefronts for compatibility with emerging XR browsers for
increased reach.
Emerging immersive technologies provide exciting new creative opportunities to engage gamers
and generate real-world word-of-mouth beyond traditional digital channels. Platforms should
experiment aggressively to stay ahead of the curve.
Analytics & Measurement
Data-driven decision making will be critical for optimization across VR gaming marketing
strategies. Key analytics practices should include:
- Goals & KPIs: Define clear goals like user/revenue growth and track key metrics like DAU,
WAU, sessions, retention, eCPM etc.
- Attribution: Develop multi-touch attribution models to optimize media spend allocation and
channel performance.
- A/B Testing: Continuously test content, creative elements, user flows, monetization strategies
through robust testing frameworks.
- Dashboards: Create centralized performance dashboards integrated with analytics tools like
Google Analytics, AppsFlyer, Amplitude etc.
- Cohort Analysis: Analyze user behavior and retention patterns by acquisition sources and
cohorts over time.
- Surveys: Regularly survey users to understand pain-points, feature-demand through in-app
pop-ups or email.
- Benchmarking: Compare metrics with top competitors and set aggressive incrementally
improving performance targets.
Data-driven optimization will be crucial for VR platforms to scale efficiently on tighter budgets
than traditional platforms. Continued testing and learning should be ingrained in processes.
Conclusion
The VR gaming industry has huge potential for growth but also faces challenges due to the
relative newness of the technology and high hardware costs limiting mainstream adoption.
Digital marketers can play a key role in driving platform growth and overcoming adoption
hurdles by developing and optimizing wide-ranging marketing strategies. The strategies
discussed in this paper cover core areas like search, social, affiliates, email, performance
marketing and analytics that platforms need to focus on. However, with technology and
audience preferences evolving rapidly, marketing approaches will need continuous innovation,
learning and refinement as the industry matures. Platforms must be nimble and creative in
engaging new immersive communities and charting the future of VR gaming experiences and
business models. A data-driven testing culture and strategic marketing foundations laid now will
be critical to success for platforms seeking leadership in the emerging VR gaming frontier.
Virtual Reality (VR) is seen as the next frontier in gaming and is set to revolutionize the gaming
experience. While VR gaming is still in its early stages, the gaming industry is increasingly
looking to leverage VR technology to provide immersive gaming experiences. As VR gaming
platforms continue to gain popularity, digital marketers will need to develop effective strategies
to promote VR games and platforms. This paper will discuss various digital marketing strategies
that can be used to promote VR gaming platforms and drive user engagement and adoption.
Understanding the VR Gaming Landscape
Before delving into specific digital marketing strategies, it is important to understand the current
VR gaming landscape. Some key aspects of the VR gaming market are:
- Hardware: Major VR hardware platforms for gaming include Oculus Rift (Oculus), HTC Vive
(HTC) and PlayStation VR (Sony). While VR hardware sales are still relatively low compared to
traditional gaming devices, annual sales are growing substantially each year. Advances in
technology are also making VR headsets more affordable and user-friendly.
- Games: Popular VR game genres include first-person shooters, adventure games and
racing/flying simulators which are designed to take full advantage of VR's immersive
capabilities. Well-known VR games include Beat Saber, Superhot VR, Pavlov VR among others.
The number of VR games is growing steadily with support from both indie developers and major
gaming studios.
- Platforms: Major app platforms for distributing VR games include the Oculus Store (Oculus),
SteamVR (Valve) and PlayStation Store (Sony). Developers can leverage these platforms to
distribute, monetize and generate awareness for their VR games. Platforms are actively funding
VR game development and promoting adoption through marketing support.
- Users: While the overall VR user base is still small compared to traditional platforms, annual
sales and installations are growing substantially each year driven by falling hardware prices and
expanding content libraries. Facebook estimates the total addressable VR market to be in
billions of users over the next 5-10 years.
Understanding the current state of the VR gaming market provides useful context for formulating
effective digital marketing strategies to promote platforms and drive further growth. The next
sections will discuss specific strategies platforms can consider.
Search Engine Marketing
Search engine marketing should be a core part of any digital marketing strategy for VR gaming
platforms. Effective SEO and paid search campaigns can help platforms rank high and generate
awareness among potential new users actively searching for VR gaming topics online. Some
key SEM tactics platforms can leverage include:
- Keyword Research: Identify popular long-tail keywords related to VR gaming hardware,
software, genres etc. Focus on questions users may search like "best VR games", "how to set
up VR" etc.
- Optimize Website/Store Pages: Ensure platform website, store pages and app listings are
optimized for target keywords with relevant content, tags, descriptions etc.
- Local SEO: Focus on location-based keywords to target users searching for VR arcades or
experience centers near them.
- Link Building: Build high-quality links from industry publications, influencer websites, developer
sites to gain SEO boost.
- Search Ads: Run search ad campaigns targeted at keywords to drive organic traffic. Leverage
new technologies like conversational ads.
- Landing Pages: Create optimized landing pages mapped to keywords to improve click-through
and conversion rates.
- Measurement: Track keywords, campaigns and landing pages closely through Google
Analytics to refine SEM strategies over time.
Well-planned search campaigns can help platforms rank for intent-based queries and generate
valuable organic traffic and app installs/store visits. Continuous optimization will be critical to
SEM success.
Social Media Marketing
Social media platforms like Facebook, Instagram, YouTube and Snapchat should be leveraged
for VR gaming marketing due to their massive reach and engagement capabilities. Some
effective social media strategies include:
- Promoted/Branded Content: Create and promote high-quality native videos, images and
articles showcasing gameplay, reviews, trailers, developer insights etc.
- Influencer Marketing: Partner with popular VR and gaming influencers/streamers on YouTube
and Twitch to generate awareness through sponsored and organic posts.
- Contests & Sweepstakes: Run engaging contests on social platforms to boost follower growth
and capture leads for retargeting.
- AR Filters & Effects: Leverage social platforms' AR filters and effects capabilities to drive
immersive gaming experiences.
- Live Streaming: Encourage developers/users to live stream game demos and playthroughs to
generate real-time social buzz.
- Communities: Foster engaged communities through groups, pages, forums for VR gamers to
interact and self-promote.
- Advertising: Run custom audience and interest-based ads on Facebook/Instagram to target
relevant communities.
Leveraging social is key for word-of-mouth marketing and community building - critical factors
for any emerging VR gaming platform. Data-driven optimization of campaigns will be essential.
Affiliate & Influencer Marketing
Partnering with influential affiliates and influencers can help VR platforms generate organic
awareness at scale. Some effective affiliate and influencer tactics include:
- Blogger Outreach: Provide early access demos/keys to gaming journalists and tech bloggers
for high-quality reviews and coverage.
- Influencer Programs: Create structured programs offering commissions, perks for influencers
promoting games on YouTube, Twitch etc.
- Affiliate Networks: Leverage networks like Impact Radius for streamlined affiliations with
gaming sites and communities.
- Ambassador Programs: Engage committed fans as social media ambassadors incentivized for
follower growth, engagement metrics.
- AR Partnerships: Collaborate with popular AR influencers/developers to reach new immersive
communities.
- Multi-Channel Partners: Engage cross-platform influencers with gaming communities on
YouTube, Twitch, Reddit, Discord etc.
Leveraging the reach and authenticity of influencers can boost organic recommendations, trial
rates and long-term retention among key audiences. Transparency and mutual-benefit are key
for any influencer program.
Email Marketing
While not as glamorous as other channels, Email remains a powerful tactic for platforms to build
loyal communities and drive repeat revenue. Some effective email marketing practices include:
- Lead Capture: Incentivize email signups via giveaways, early-access offers on website and
in-game to build a qualified list.
- Segmentation: Segment list based on behaviors, demographics for personalized automated
campaigns.
- Nurture Sequences: Deploy multi-step, triggered email flows to guide new users and
re-engage lapsed ones.
- Transactional Messages: Leverage order, license confirmation emails to improve customer
experience.
- A/B Testing: Continuously test subject lines, calls-to-action, creative elements to optimize
open/click rates.
- Cross-Promotion: Upsell relevant games, hardware via tailored recommendation campaigns.
- Content Upgrades: Reward engagement with beta access, cosmetic upgrades in games via
email.
Regular, relevant and responsive email programs can foster long-term loyalty in the gaming
genre known for churn.
Performance Marketing & UA
Performance marketing and user acquisition (UA) strategies will be crucial for VR gaming
platforms to drive scalable user and revenue growth. Some key PPC and UA tactics include:
- App Store & Play Store Optimization: Ensure app/store listings are optimized for visibility and
conversions.
- Mobile Display Ads: Leverage in-app/mobile web display networks like Facebook Audience
Network for CPI user acquisition.
- Retargeting: Retarget website visitors and in-app users with personalized ads for
re-engagement.
- Cross-Promotion: Collaborate with other games/platforms for exchange promotions and UA
partnerships.
- UA Benchmarks: Track and optimize install, registration, retention KPIs to iteratively improve
UA ROI.
- Attribution Modeling: Deploy accurate multi-touch attribution to optimize media mix spend
allocation.
- UA Analytics: Leverage tools like Adjust, AppsFlyer to measures UA campaign effectiveness
across devices/networks.
Data-driven UA is critical for platforms to scale on tight budgets while optimizing user-value over
volume metrics like LTV:CAC. Continuous testing and refinement will be key.
Virtual & Augmented Reality Marketing
Emerging VR/AR technologies open unique opportunities for immersive digital experiences.
Some strategies platforms can leverage include:
- 360 Videos & Maps: Distribute high-quality spherical videos of games, developers on
YouTube, social platforms and VR arcades/experiences.
- AR Filters: Design engaging face/world filters themed on games and characters for platforms
like Snapchat, Instagram, Facebook.
- Branded VR Experiences: Develop branded mini-games or virtual tours of games/studios for
distribution on headsets, VR arcades.
- XR Events: Partner with gaming/tech events for on-site activations, quests, tournaments
leveraging AR and VR.
- Spatial Computing: Create persistent VR spaces for communities to interact, watch
streams/videos as technologies evolve.
- WebXR: Optimize game demos, storefronts for compatibility with emerging XR browsers for
increased reach.
Emerging immersive technologies provide exciting new creative opportunities to engage gamers
and generate real-world word-of-mouth beyond traditional digital channels. Platforms should
experiment aggressively to stay ahead of the curve.
Analytics & Measurement
Data-driven decision making will be critical for optimization across VR gaming marketing
strategies. Key analytics practices should include:
- Goals & KPIs: Define clear goals like user/revenue growth and track key metrics like DAU,
WAU, sessions, retention, eCPM etc.
- Attribution: Develop multi-touch attribution models to optimize media spend allocation and
channel performance.
- A/B Testing: Continuously test content, creative elements, user flows, monetization strategies
through robust testing frameworks.
- Dashboards: Create centralized performance dashboards integrated with analytics tools like
Google Analytics, AppsFlyer, Amplitude etc.
- Cohort Analysis: Analyze user behavior and retention patterns by acquisition sources and
cohorts over time.
- Surveys: Regularly survey users to understand pain-points, feature-demand through in-app
pop-ups or email.
- Benchmarking: Compare metrics with top competitors and set aggressive incrementally
improving performance targets.
Data-driven optimization will be crucial for VR platforms to scale efficiently on tighter budgets
than traditional platforms. Continued testing and learning should be ingrained in processes.
Conclusion
The VR gaming industry has huge potential for growth but also faces challenges due to the
relative newness of the technology and high hardware costs limiting mainstream adoption.
Digital marketers can play a key role in driving platform growth and overcoming adoption
hurdles by developing and optimizing wide-ranging marketing strategies. The strategies
discussed in this paper cover core areas like search, social, affiliates, email, performance
marketing and analytics that platforms need to focus on. However, with technology and
audience preferences evolving rapidly, marketing approaches will need continuous innovation,
learning and refinement as the industry matures. Platforms must be nimble and creative in
engaging new immersive communities and charting the future of VR gaming experiences and
business models. A data-driven testing culture and strategic marketing foundations laid now will
be critical to success for platforms seeking leadership in the emerging VR gaming frontier.
Virtual Reality (VR) is seen as the next frontier in gaming and is set to revolutionize the gaming
experience. While VR gaming is still in its early stages, the gaming industry is increasingly
looking to leverage VR technology to provide immersive gaming experiences. As VR gaming
platforms continue to gain popularity, digital marketers will need to develop effective strategies
to promote VR games and platforms. This paper will discuss various digital marketing strategies
that can be used to promote VR gaming platforms and drive user engagement and adoption.
Understanding the VR Gaming Landscape
Before delving into specific digital marketing strategies, it is important to understand the current
VR gaming landscape. Some key aspects of the VR gaming market are:
- Hardware: Major VR hardware platforms for gaming include Oculus Rift (Oculus), HTC Vive
(HTC) and PlayStation VR (Sony). While VR hardware sales are still relatively low compared to
traditional gaming devices, annual sales are growing substantially each year. Advances in
technology are also making VR headsets more affordable and user-friendly.
- Games: Popular VR game genres include first-person shooters, adventure games and
racing/flying simulators which are designed to take full advantage of VR's immersive
capabilities. Well-known VR games include Beat Saber, Superhot VR, Pavlov VR among others.
The number of VR games is growing steadily with support from both indie developers and major
gaming studios.
- Platforms: Major app platforms for distributing VR games include the Oculus Store (Oculus),
SteamVR (Valve) and PlayStation Store (Sony). Developers can leverage these platforms to
distribute, monetize and generate awareness for their VR games. Platforms are actively funding
VR game development and promoting adoption through marketing support.
- Users: While the overall VR user base is still small compared to traditional platforms, annual
sales and installations are growing substantially each year driven by falling hardware prices and
expanding content libraries. Facebook estimates the total addressable VR market to be in
billions of users over the next 5-10 years.
Understanding the current state of the VR gaming market provides useful context for formulating
effective digital marketing strategies to promote platforms and drive further growth. The next
sections will discuss specific strategies platforms can consider.
Search Engine Marketing
Search engine marketing should be a core part of any digital marketing strategy for VR gaming
platforms. Effective SEO and paid search campaigns can help platforms rank high and generate
awareness among potential new users actively searching for VR gaming topics online. Some
key SEM tactics platforms can leverage include:
- Keyword Research: Identify popular long-tail keywords related to VR gaming hardware,
software, genres etc. Focus on questions users may search like "best VR games", "how to set
up VR" etc.
- Optimize Website/Store Pages: Ensure platform website, store pages and app listings are
optimized for target keywords with relevant content, tags, descriptions etc.
- Local SEO: Focus on location-based keywords to target users searching for VR arcades or
experience centers near them.
- Link Building: Build high-quality links from industry publications, influencer websites, developer
sites to gain SEO boost.
- Search Ads: Run search ad campaigns targeted at keywords to drive organic traffic. Leverage
new technologies like conversational ads.
- Landing Pages: Create optimized landing pages mapped to keywords to improve click-through
and conversion rates.
- Measurement: Track keywords, campaigns and landing pages closely through Google
Analytics to refine SEM strategies over time.
Well-planned search campaigns can help platforms rank for intent-based queries and generate
valuable organic traffic and app installs/store visits. Continuous optimization will be critical to
SEM success.
Social Media Marketing
Social media platforms like Facebook, Instagram, YouTube and Snapchat should be leveraged
for VR gaming marketing due to their massive reach and engagement capabilities. Some
effective social media strategies include:
- Promoted/Branded Content: Create and promote high-quality native videos, images and
articles showcasing gameplay, reviews, trailers, developer insights etc.
- Influencer Marketing: Partner with popular VR and gaming influencers/streamers on YouTube
and Twitch to generate awareness through sponsored and organic posts.
- Contests & Sweepstakes: Run engaging contests on social platforms to boost follower growth
and capture leads for retargeting.
- AR Filters & Effects: Leverage social platforms' AR filters and effects capabilities to drive
immersive gaming experiences.
- Live Streaming: Encourage developers/users to live stream game demos and playthroughs to
generate real-time social buzz.
- Communities: Foster engaged communities through groups, pages, forums for VR gamers to
interact and self-promote.
- Advertising: Run custom audience and interest-based ads on Facebook/Instagram to target
relevant communities.
Leveraging social is key for word-of-mouth marketing and community building - critical factors
for any emerging VR gaming platform. Data-driven optimization of campaigns will be essential.
Affiliate & Influencer Marketing
Partnering with influential affiliates and influencers can help VR platforms generate organic
awareness at scale. Some effective affiliate and influencer tactics include:
- Blogger Outreach: Provide early access demos/keys to gaming journalists and tech bloggers
for high-quality reviews and coverage.
- Influencer Programs: Create structured programs offering commissions, perks for influencers
promoting games on YouTube, Twitch etc.
- Affiliate Networks: Leverage networks like Impact Radius for streamlined affiliations with
gaming sites and communities.
- Ambassador Programs: Engage committed fans as social media ambassadors incentivized for
follower growth, engagement metrics.
- AR Partnerships: Collaborate with popular AR influencers/developers to reach new immersive
communities.
- Multi-Channel Partners: Engage cross-platform influencers with gaming communities on
YouTube, Twitch, Reddit, Discord etc.
Leveraging the reach and authenticity of influencers can boost organic recommendations, trial
rates and long-term retention among key audiences. Transparency and mutual-benefit are key
for any influencer program.
Email Marketing
While not as glamorous as other channels, Email remains a powerful tactic for platforms to build
loyal communities and drive repeat revenue. Some effective email marketing practices include:
- Lead Capture: Incentivize email signups via giveaways, early-access offers on website and
in-game to build a qualified list.
- Segmentation: Segment list based on behaviors, demographics for personalized automated
campaigns.
- Nurture Sequences: Deploy multi-step, triggered email flows to guide new users and
re-engage lapsed ones.
- Transactional Messages: Leverage order, license confirmation emails to improve customer
experience.
- A/B Testing: Continuously test subject lines, calls-to-action, creative elements to optimize
open/click rates.
- Cross-Promotion: Upsell relevant games, hardware via tailored recommendation campaigns.
- Content Upgrades: Reward engagement with beta access, cosmetic upgrades in games via
email.
Regular, relevant and responsive email programs can foster long-term loyalty in the gaming
genre known for churn.
Performance Marketing & UA
Performance marketing and user acquisition (UA) strategies will be crucial for VR gaming
platforms to drive scalable user and revenue growth. Some key PPC and UA tactics include:
- App Store & Play Store Optimization: Ensure app/store listings are optimized for visibility and
conversions.
- Mobile Display Ads: Leverage in-app/mobile web display networks like Facebook Audience
Network for CPI user acquisition.
- Retargeting: Retarget website visitors and in-app users with personalized ads for
re-engagement.
- Cross-Promotion: Collaborate with other games/platforms for exchange promotions and UA
partnerships.
- UA Benchmarks: Track and optimize install, registration, retention KPIs to iteratively improve
UA ROI.
- Attribution Modeling: Deploy accurate multi-touch attribution to optimize media mix spend
allocation.
- UA Analytics: Leverage tools like Adjust, AppsFlyer to measures UA campaign effectiveness
across devices/networks.
Data-driven UA is critical for platforms to scale on tight budgets while optimizing user-value over
volume metrics like LTV:CAC. Continuous testing and refinement will be key.
Virtual & Augmented Reality Marketing
Emerging VR/AR technologies open unique opportunities for immersive digital experiences.
Some strategies platforms can leverage include:
- 360 Videos & Maps: Distribute high-quality spherical videos of games, developers on
YouTube, social platforms and VR arcades/experiences.
- AR Filters: Design engaging face/world filters themed on games and characters for platforms
like Snapchat, Instagram, Facebook.
- Branded VR Experiences: Develop branded mini-games or virtual tours of games/studios for
distribution on headsets, VR arcades.
- XR Events: Partner with gaming/tech events for on-site activations, quests, tournaments
leveraging AR and VR.
- Spatial Computing: Create persistent VR spaces for communities to interact, watch
streams/videos as technologies evolve.
- WebXR: Optimize game demos, storefronts for compatibility with emerging XR browsers for
increased reach.
Emerging immersive technologies provide exciting new creative opportunities to engage gamers
and generate real-world word-of-mouth beyond traditional digital channels. Platforms should
experiment aggressively to stay ahead of the curve.
Analytics & Measurement
Data-driven decision making will be critical for optimization across VR gaming marketing
strategies. Key analytics practices should include:
- Goals & KPIs: Define clear goals like user/revenue growth and track key metrics like DAU,
WAU, sessions, retention, eCPM etc.
- Attribution: Develop multi-touch attribution models to optimize media spend allocation and
channel performance.
- A/B Testing: Continuously test content, creative elements, user flows, monetization strategies
through robust testing frameworks.
- Dashboards: Create centralized performance dashboards integrated with analytics tools like
Google Analytics, AppsFlyer, Amplitude etc.
- Cohort Analysis: Analyze user behavior and retention patterns by acquisition sources and
cohorts over time.
- Surveys: Regularly survey users to understand pain-points, feature-demand through in-app
pop-ups or email.
- Benchmarking: Compare metrics with top competitors and set aggressive incrementally
improving performance targets.
Data-driven optimization will be crucial for VR platforms to scale efficiently on tighter budgets
than traditional platforms. Continued testing and learning should be ingrained in processes.
Conclusion
The VR gaming industry has huge potential for growth but also faces challenges due to the
relative newness of the technology and high hardware costs limiting mainstream adoption.
Digital marketers can play a key role in driving platform growth and overcoming adoption
hurdles by developing and optimizing wide-ranging marketing strategies. The strategies
discussed in this paper cover core areas like search, social, affiliates, email, performance
marketing and analytics that platforms need to focus on. However, with technology and
audience preferences evolving rapidly, marketing approaches will need continuous innovation,
learning and refinement as the industry matures. Platforms must be nimble and creative in
engaging new immersive communities and charting the future of VR gaming experiences and
business models. A data-driven testing culture and strategic marketing foundations laid now will
be critical to success for platforms seeking leadership in the emerging VR gaming frontier.
Virtual Reality (VR) is seen as the next frontier in gaming and is set to revolutionize the gaming
experience. While VR gaming is still in its early stages, the gaming industry is increasingly
looking to leverage VR technology to provide immersive gaming experiences. As VR gaming
platforms continue to gain popularity, digital marketers will need to develop effective strategies
to promote VR games and platforms. This paper will discuss various digital marketing strategies
that can be used to promote VR gaming platforms and drive user engagement and adoption.
Understanding the VR Gaming Landscape
Before delving into specific digital marketing strategies, it is important to understand the current
VR gaming landscape. Some key aspects of the VR gaming market are:
- Hardware: Major VR hardware platforms for gaming include Oculus Rift (Oculus), HTC Vive
(HTC) and PlayStation VR (Sony). While VR hardware sales are still relatively low compared to
traditional gaming devices, annual sales are growing substantially each year. Advances in
technology are also making VR headsets more affordable and user-friendly.
- Games: Popular VR game genres include first-person shooters, adventure games and
racing/flying simulators which are designed to take full advantage of VR's immersive
capabilities. Well-known VR games include Beat Saber, Superhot VR, Pavlov VR among others.
The number of VR games is growing steadily with support from both indie developers and major
gaming studios.
- Platforms: Major app platforms for distributing VR games include the Oculus Store (Oculus),
SteamVR (Valve) and PlayStation Store (Sony). Developers can leverage these platforms to
distribute, monetize and generate awareness for their VR games. Platforms are actively funding
VR game development and promoting adoption through marketing support.
- Users: While the overall VR user base is still small compared to traditional platforms, annual
sales and installations are growing substantially each year driven by falling hardware prices and
expanding content libraries. Facebook estimates the total addressable VR market to be in
billions of users over the next 5-10 years.
Understanding the current state of the VR gaming market provides useful context for formulating
effective digital marketing strategies to promote platforms and drive further growth. The next
sections will discuss specific strategies platforms can consider.
Search Engine Marketing
Search engine marketing should be a core part of any digital marketing strategy for VR gaming
platforms. Effective SEO and paid search campaigns can help platforms rank high and generate
awareness among potential new users actively searching for VR gaming topics online. Some
key SEM tactics platforms can leverage include:
- Keyword Research: Identify popular long-tail keywords related to VR gaming hardware,
software, genres etc. Focus on questions users may search like "best VR games", "how to set
up VR" etc.
- Optimize Website/Store Pages: Ensure platform website, store pages and app listings are
optimized for target keywords with relevant content, tags, descriptions etc.
- Local SEO: Focus on location-based keywords to target users searching for VR arcades or
experience centers near them.
- Link Building: Build high-quality links from industry publications, influencer websites, developer
sites to gain SEO boost.
- Search Ads: Run search ad campaigns targeted at keywords to drive organic traffic. Leverage
new technologies like conversational ads.
- Landing Pages: Create optimized landing pages mapped to keywords to improve click-through
and conversion rates.
- Measurement: Track keywords, campaigns and landing pages closely through Google
Analytics to refine SEM strategies over time.
Well-planned search campaigns can help platforms rank for intent-based queries and generate
valuable organic traffic and app installs/store visits. Continuous optimization will be critical to
SEM success.
Social Media Marketing
Social media platforms like Facebook, Instagram, YouTube and Snapchat should be leveraged
for VR gaming marketing due to their massive reach and engagement capabilities. Some
effective social media strategies include:
- Promoted/Branded Content: Create and promote high-quality native videos, images and
articles showcasing gameplay, reviews, trailers, developer insights etc.
- Influencer Marketing: Partner with popular VR and gaming influencers/streamers on YouTube
and Twitch to generate awareness through sponsored and organic posts.
- Contests & Sweepstakes: Run engaging contests on social platforms to boost follower growth
and capture leads for retargeting.
- AR Filters & Effects: Leverage social platforms' AR filters and effects capabilities to drive
immersive gaming experiences.
- Live Streaming: Encourage developers/users to live stream game demos and playthroughs to
generate real-time social buzz.
- Communities: Foster engaged communities through groups, pages, forums for VR gamers to
interact and self-promote.
- Advertising: Run custom audience and interest-based ads on Facebook/Instagram to target
relevant communities.
Leveraging social is key for word-of-mouth marketing and community building - critical factors
for any emerging VR gaming platform. Data-driven optimization of campaigns will be essential.
Affiliate & Influencer Marketing
Partnering with influential affiliates and influencers can help VR platforms generate organic
awareness at scale. Some effective affiliate and influencer tactics include:
- Blogger Outreach: Provide early access demos/keys to gaming journalists and tech bloggers
for high-quality reviews and coverage.
- Influencer Programs: Create structured programs offering commissions, perks for influencers
promoting games on YouTube, Twitch etc.
- Affiliate Networks: Leverage networks like Impact Radius for streamlined affiliations with
gaming sites and communities.
- Ambassador Programs: Engage committed fans as social media ambassadors incentivized for
follower growth, engagement metrics.
- AR Partnerships: Collaborate with popular AR influencers/developers to reach new immersive
communities.
- Multi-Channel Partners: Engage cross-platform influencers with gaming communities on
YouTube, Twitch, Reddit, Discord etc.
Leveraging the reach and authenticity of influencers can boost organic recommendations, trial
rates and long-term retention among key audiences. Transparency and mutual-benefit are key
for any influencer program.
Email Marketing
While not as glamorous as other channels, Email remains a powerful tactic for platforms to build
loyal communities and drive repeat revenue. Some effective email marketing practices include:
- Lead Capture: Incentivize email signups via giveaways, early-access offers on website and
in-game to build a qualified list.
- Segmentation: Segment list based on behaviors, demographics for personalized automated
campaigns.
- Nurture Sequences: Deploy multi-step, triggered email flows to guide new users and
re-engage lapsed ones.
- Transactional Messages: Leverage order, license confirmation emails to improve customer
experience.
- A/B Testing: Continuously test subject lines, calls-to-action, creative elements to optimize
open/click rates.
- Cross-Promotion: Upsell relevant games, hardware via tailored recommendation campaigns.
- Content Upgrades: Reward engagement with beta access, cosmetic upgrades in games via
email.
Regular, relevant and responsive email programs can foster long-term loyalty in the gaming
genre known for churn.
Performance Marketing & UA
Performance marketing and user acquisition (UA) strategies will be crucial for VR gaming
platforms to drive scalable user and revenue growth. Some key PPC and UA tactics include:
- App Store & Play Store Optimization: Ensure app/store listings are optimized for visibility and
conversions.
- Mobile Display Ads: Leverage in-app/mobile web display networks like Facebook Audience
Network for CPI user acquisition.
- Retargeting: Retarget website visitors and in-app users with personalized ads for
re-engagement.
- Cross-Promotion: Collaborate with other games/platforms for exchange promotions and UA
partnerships.
- UA Benchmarks: Track and optimize install, registration, retention KPIs to iteratively improve
UA ROI.
- Attribution Modeling: Deploy accurate multi-touch attribution to optimize media mix spend
allocation.
- UA Analytics: Leverage tools like Adjust, AppsFlyer to measures UA campaign effectiveness
across devices/networks.
Data-driven UA is critical for platforms to scale on tight budgets while optimizing user-value over
volume metrics like LTV:CAC. Continuous testing and refinement will be key.
Virtual & Augmented Reality Marketing
Emerging VR/AR technologies open unique opportunities for immersive digital experiences.
Some strategies platforms can leverage include:
- 360 Videos & Maps: Distribute high-quality spherical videos of games, developers on
YouTube, social platforms and VR arcades/experiences.
- AR Filters: Design engaging face/world filters themed on games and characters for platforms
like Snapchat, Instagram, Facebook.
- Branded VR Experiences: Develop branded mini-games or virtual tours of games/studios for
distribution on headsets, VR arcades.
- XR Events: Partner with gaming/tech events for on-site activations, quests, tournaments
leveraging AR and VR.
- Spatial Computing: Create persistent VR spaces for communities to interact, watch
streams/videos as technologies evolve.
- WebXR: Optimize game demos, storefronts for compatibility with emerging XR browsers for
increased reach.
Emerging immersive technologies provide exciting new creative opportunities to engage gamers
and generate real-world word-of-mouth beyond traditional digital channels. Platforms should
experiment aggressively to stay ahead of the curve.
Analytics & Measurement
Data-driven decision making will be critical for optimization across VR gaming marketing
strategies. Key analytics practices should include:
- Goals & KPIs: Define clear goals like user/revenue growth and track key metrics like DAU,
WAU, sessions, retention, eCPM etc.
- Attribution: Develop multi-touch attribution models to optimize media spend allocation and
channel performance.
- A/B Testing: Continuously test content, creative elements, user flows, monetization strategies
through robust testing frameworks.
- Dashboards: Create centralized performance dashboards integrated with analytics tools like
Google Analytics, AppsFlyer, Amplitude etc.
- Cohort Analysis: Analyze user behavior and retention patterns by acquisition sources and
cohorts over time.
- Surveys: Regularly survey users to understand pain-points, feature-demand through in-app
pop-ups or email.
- Benchmarking: Compare metrics with top competitors and set aggressive incrementally
improving performance targets.
Data-driven optimization will be crucial for VR platforms to scale efficiently on tighter budgets
than traditional platforms. Continued testing and learning should be ingrained in processes.
Conclusion
The VR gaming industry has huge potential for growth but also faces challenges due to the
relative newness of the technology and high hardware costs limiting mainstream adoption.
Digital marketers can play a key role in driving platform growth and overcoming adoption
hurdles by developing and optimizing wide-ranging marketing strategies. The strategies
discussed in this paper cover core areas like search, social, affiliates, email, performance
marketing and analytics that platforms need to focus on. However, with technology and
audience preferences evolving rapidly, marketing approaches will need continuous innovation,
learning and refinement as the industry matures. Platforms must be nimble and creative in
engaging new immersive communities and charting the future of VR gaming experiences and
business models. A data-driven testing culture and strategic marketing foundations laid now will
be critical to success for platforms seeking leadership in the emerging VR gaming frontier.
