Barry Louzada, founder and MD of Mettlestate, says gaming is one of the largest attention ecosystems, yet many marketers are still only scratching the surface of what is possible. He discusses how gaming can support awareness, participation, community building, content creation, data capture and long-term loyalty. Mettlestate is a brand sponsor of this year’s WesBank New Generation Awards. Modern Marketing is a proud media partner of the awards.
Why did Mettlestate sign on as a brand sponsor for this year’s WesBank New Generation Awards?
Mettlestate has always been focused on creating opportunities for the next generation. Whether they are players, creators, students or professionals entering the industry, we have always believed in backing emerging talent and helping people reach their potential.
The future of marketing is no different. It is being built by a new generation of marketers, creators and innovators who are challenging established thinking and finding better ways to connect with audiences.
That is exactly what the WesBank New Generation Awards celebrate. They recognise the people shaping the future of South African marketing, and we are proud to support an initiative that champions innovation, rewards exceptional work and invests in the next generation of industry talent.
For us, it is more than a sponsorship. It is an opportunity to recognise the people shaping what is next.
What value will Mettlestate bring to the awards?
Gaming has become one of the largest entertainment industries in the world, but more importantly, it is one of the largest attention ecosystems. Yet many marketers are still only scratching the surface of what is possible.
Over the past decade, Mettlestate has worked with brands to turn gaming audiences into measurable business outcomes through creators, live events, digital platforms, tournaments and community-led experiences. That has given us a unique perspective on how participation, authenticity and community can create stronger commercial results than traditional awareness campaigns alone.
I hope to bring that perspective to the awards. Not just recognising great creative work, but also recognising ideas that genuinely understand audiences, solve business challenges and push our industry forward.
As an official judge for the WesBank New Generation Awards, what do you think makes an award-winning campaign?
The best campaigns solve a business challenge while creating genuine, authentic value for the audience.
Creative execution is important, but creativity should always serve a strategic objective. The strongest campaigns understand the people they are trying to reach and give them a reason to engage beyond simply seeing an ad.
I will be looking for work that combines strategic thinking, creative excellence and measurable results, but also demonstrates how brands have empowered, enabled or improved the experience of the audience they are trying to serve.
Ultimately, the campaigns that stand out are the ones that create value for both the business and the consumer.
Most marketing strategies are missing the participation layer. How do gaming campaigns fill that gap, and what are the benefits for brands?
Most marketing is designed around exposure. Gaming is designed around participation. That distinction changes the relationship between a brand and its audience. Rather than asking people to consume content, gaming gives them opportunities to participate directly with the brand, engage, compete, collaborate, unlock rewards and become part of the experience.
For brands, that participation often leads to longer engagement, stronger recall, more meaningful first-party data and communities that continue engaging long after the campaign has ended.
How can brands authentically connect with gaming communities?
The first step is recognising that gaming is not a channel. It is a culture.
The brands that earn credibility are the ones that improve the gaming experience rather than interrupt it. That could be through creators, tournaments, community initiatives, rewards or experiences that genuinely matter to players.
Authenticity is not something you communicate. It is something the community decides after you have consistently added value.
What are the top three trends in the South African gaming and esports space that brands can capitalise on?
The first is that gaming has become mainstream. The audience now spans almost every demographic, making gaming one of the broadest entertainment audiences available.
The second is participation. Audiences increasingly want to engage with brands through engaging campaigns, competitions, live experiences, creator communities and interactive campaigns rather than traditional advertising.
The third is the continued growth of creator and audience-led communities. Trust has become one of marketing’s most valuable assets, and both the gaming audience and gaming creators exist and thrive in engaged communities where recommendations carry genuine influence.
Together, these trends create significant opportunities for brands prepared to think beyond traditional media.
Are South African brands embracing the marketing opportunities in games, or is there still room for growth? What do you think the barriers are?
We have seen significant progress over the past few years, but I still believe we are at the beginning.
The biggest barrier is not the audience. South Africa has millions of gamers. The challenge is that many organisations still view gaming through the lens of esports or sponsorship rather than recognising it as a complete marketing and entertainment ecosystem.
Gaming can support awareness, participation, community building, content creation, data capture and long-term loyalty. As brands become more familiar with that broader opportunity, I think we will see gaming become a standard part of mainstream marketing rather than a specialist discipline.
Anything else you would like to add?
Marketing has always followed audience attention. Today, a significant portion of that attention exists within gaming.
The opportunity for brands is not simply to advertise to gamers. It is to become part of experiences that audiences actively choose to engage with.
That’s why we are excited to support the New Generation Awards. They recognise the people pushing our industry forward, and I believe gaming will continue playing an increasingly important role in how brands build relationships with consumers over the next decade.
WesBank New Generation Awards
The WesBank New Generation Social & Digital Media Awards are South Africa’s premier independent and performance-based digital accolades, and have become the definitive benchmark for digital excellence in the South African corporate and agency sectors. Mark your calendars for September 23rd, the night Johannesburg witnesses the pinnacle of South African digital achievement.
WESBANK NEW GENERATION AWARDS
www.newgenawards.co.za
