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Fitness Plus WoW: Companies seek new ways to market to the gaming community
The worlds of fitness and gaming haven't always been thought of as a natural fit. But with gaming now solidly dug into the adult demographic, we can crunch contentedly on our Cheetos without fear of silly stereotypes. We're not shocked to be called in with an alt to fill in for the off tank, who's dialing back for a couple of weeks before running in his next 10K. We're not surprised to learn that a guildmate is a high school soccer player, a 45-year-old yoga teacher, or an active duty soldier who whips out beastly chin-up sets alongside beastly DPS. Being a fit gamer may no longer be an eyebrow-raising novelty, but gamers haven't exactly become a prime target for fitness company marketing. Yet fitness and gaming have gone hand in hand so long for one WoW player that he's managed to nab a sponsorship from a fitness company anxious to tap into the gaming community. Bodybuilder and WoW player Bajheera of Darkspear (US) is pumped up at the prospect of connecting with his growing YouTube audience about not only gaming but fitness as well. "Merging fitness and gaming on the channel is natural for me," he explained to WoW Insider. "I am definitely encouraging gamers to get active and interested in fitness and am doing my best to encourage fitness-related companies like my sponsor Cellucor ... to reach out to gamers looking to incorporate fitness into their lives. So I am definitely interested in cross-promotion and have been making an effort to bring the fitness and gaming together." Bajheera reports that the twist is building a surprisingly positive response. "[The company] is excited about what they've seen so far and are planning on marketing campaigns/products intended for gamers," he notes. Will we see this sort of cross-genre marketing more frequently in the future? Bajheera spots us through some insights.
