Why is merch so important for the video gaming industry?

Since the pandemic, when the boom of streaming services expanded interest in games, the industry has shifted its approach towards immersive experiences. Emphasising graphics, storylines, and 3D gameplay are now much more important than a basic marketing strategy.

This is why many indie games are becoming more popular than those of prominent gaming companies. Stardew Valley, Subnautica, and Cuphead are the most appreciated creations of independent brands, showing how creativity can make the player feel absorbed by an intricate story.

However, besides what the game provides, developers and inside teams must also think of ways to bring communities together and promote the game. True fans appreciate and purchase t-shirts, stickers, and other items with their favourite game printed on them, and they will also want to support the teams behind their creation.

But why is merchandise so important?

What are the benefits of merch?

From the developing team’s perspective, merch is essential for brand engagement, player identity, and community building. It contributes to creating something beyond the digital game and makes it a real-world asset.

Merch ensures an additional stream of revenue that allows fans to connect with the game, and it also spreads the word about the new concept. As games get more popular, they’re up to collaborating with clothing apparel or other entertainment brands, such as the following:

• Palladium boots x Destiny 2;
• Mass Effect trilogy and SpaceLab9 Vinyl collection;
• Funko’s continuous bestseller collections with famous anime like One Piece, including Luffy, Trafalgar Law and more;
• Puma sneakers and Pokémon;
• IKEA and a gaming chair;
• Travel Cat backpacks and Stray Cat themes;

Are there risks to making merch?

Gaming merch can promote your brand and give it some more credibility, but it can be challenging to do so, especially for indie game developers. Merch is a huge investment, both from the financial and timely perspective, and you need to increase the quantities for a sustainable profit margin.

In some cases, it might be possible to lose time on development and not recoup your investment. So, here’s what to consider if you want to create merch for your game:

• The level of engagement from the player base;
• The possibility of translating the game visuals into a product;
• The ability to afford the initial investment;
• The physical capacity to store all products;

What kind of merch best suits your game?

Usually, it’s best to stick to the basics when it comes to gaming merchandise. That’s because you’ll save a lot of time, money, and energy when designing straightforward products. Of course, bigger games like League of Legends have impressive merchandise for all its champions, including collectible figures, statues, apparel, and even gadgets.

So, here are some ideas:

• Plushies are best when the game emphasises a character considerably, such as the main character;
• Shirts are the best for every game and are affordable to produce, whether you use an entire print or just the game’s logo on it;
• Tote bags are great for everything, including indie games, as Gen Z loves them;
• Pins are really great for low-cost merch and can be shipped easily in envelopes;
• Apparel, like beanies, hats, and socks, might not be such a hit for smaller games and might be expensive to produce;

What about unique merch ideas?

If you want something special for your game, you could research and brainstorm more interesting ideas for merchandise. Custom mugs, for example, are not only useful but also affordable for fans. You can make them with funny messages and interesting designs to appeal to your target audience.

Phone cases are also great for Gen Z, as they are a popular form of self-expression. Other smartphone-related merchandise products include earphone cases, gaming mouse pads, and laptop sleeves, which are perfect for avid gamers.

Can you cut the costs of manufacturing merch?

Merch can be expensive to create, and you also have to set a price your fans won’t consider too high for their finances. While adults can afford merchandise, you must also consider the younger audience’s possibilities.

So, here are some tips on lowering expenses:

• Buying in bulk to lower the unit costs and reduce them for re-ordering;
• Reducing print colours and starting with monochromatic branding;
• Working with alternative branding methods, like digital painting or pad printing;
• Selling merch under a sub-brand to benefit from the expertise and the lower costs;

What are the games with the best merchandise on the market?

When it comes to high-quality and popular merchandise, we expect that bigger games have got the idea of what players and fans love. So, here are the games whose merch is considered the best:

• Fallout is an amazing post-apocalyptic open world that users can explore. The game is so interesting that the demand for merch was considerable, so we’ve got in-game items, high-tech products, and backpacks;
• Elden Ring is known for its massive emotional impact, and it’s got amazing merch with candles, plant potholders, and everything you can imagine;
• The Last of Us is one of the best survival horror games that was recently released and has deep storytelling. It’s got all kinds of merch, from plushies to vinyl and apparel;
• Final Fantasy is becoming a timeless game in terms of popularity, so there’s plenty of merch for Cloud, Tifa, or Sephiroth;

Still, realise that fans are not obliged to buy merch

Just because your game is popular, that doesn’t mean everyone will want merch. In many cases, merch is a hit or miss, as it’s difficult to create exactly what people would be willing to buy besides the game. It is sufficient for players to own the game and play it as a developer, but if you want to expand your capabilities and hire a bigger team for future projects, merch might be necessary.

What do you think about merch for games?

As the gaming industry evolved and some of the best games in history have been released in the past twenty years, the market must also benefit from the business. That’s why merch is so important, even if it’s not something new to players. Designing and creating it can be challenging, but it is worth it for loyal fans.