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I am not a Snapchat regular, but after researching various record label's social media habits, I think that video game companies could utilize Snapchat to strengthen the relationship with their customers. Snapchat would give video game companies the ability to post a very brief video message, photo, or promotion to their audience. I have several ideas in mind that video game companies can use Snapchat for, but most of them involve getting more personal with their audience, and being less filtered and perfect. A lot of video game companies post professionally recorded Q&A videos of lead developers giving updates and answering questions. This type of media is important, but by using Snapchat and recording directly from a phone, the brand may seem more real.
The Ideas:
1. Behind the Scenes
A lot of major video game companies such as Blizzard go to and host a number of events each year and Snapchat could be a great way to create buzz for the event or show people who couldn't make it why they should come next year. If the game company is hosting the event, they should post Snap stories while the event is in production to show all the great things that will be offered at the event.
2. Revealing New Content
Video game companies make a lot of new video games and game assets each year such as new maps, characters, in-game skins, etc. and Snapchat could easily be used to reveal content just before it is officially announced. This could be as simple as taking a quick photo of some new character sketches by the artists. This may be done only a few days before an official release or reveal of the content on the company's website or other social media, but it would be more personal, "real", and give the Snapchat audience the feeling that they are in the loop.
3. Updates, News, and Q&A
This should be more obvious, but video games have problems, bugs, and updates and Snapchat could be a fast way to inform the audience about urgent problems that are being worked on or bugs being fixed. This could be as easy as posting a quick video of a lead developer telling the problem, or using a photo with a caption to tell the same message. Snapchat could also be used to answer questions that people may have by doing a Snapchat Q&A, allowing people to ask questions directly and then a team would pick some to answer with short videos.
4. Merchandise, and In-Game Content
Every once in a while, when a game company puts out new merchandise or in-game purchasable items, the game company could use Snapchat to promote these new items and maybe even give a discount code for a limited time.
The Point:
The point is that video game companies can use Snapchat to show the more personal side of the brand to create a stronger relationship with its followers while still being strategic. These videos and photos would not be made on the fly. A large video game company would need to plan all of these videos and photos while at the same time keeping them authentic. The only ones that may be spontaneous would be the urgent news and updates, but these would follow a more informational pattern like news posted on other social media and wouldn't need much approval beforehand.
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