More recently, in June, the Bank launched the ‘Tem Santa, tem game’ (There's Santa, there's game) campaign, in partnership with Fúria, one of the fastest growing eSports organizations in the Brazilian market, supporting the CS:GO team - the latest version of the Counter Strike game - in the 8th edition of the cs_summit championship.
The brand will also be present at The Starter Series, a mentoring program from one of the world's largest streaming platforms, Twitch. Aspiring content creators will receive mentoring from Calango, the official streamers of the Fury on the "purple site", as the network is known among users.
The institution put its foot in the universe of gamers at the end of last year, when it was present as one of the main supporters of CCXP Worlds 2020, the virtual edition of Comic Com Experience, with several offers and discounts for geek items for SX Card holders.
In February, Santander became the official sponsor of the Brazilian Free Fire League (LBFF) for the 2021 season. The event's final had more than 1.14 million simultaneous spectators, the second highest peak attendance in Brazilian Free Fire.
"Our entry into this world may seem like a bold step for a bank, because it links us to an audience that seeks innovation all the time. But we thought not only about the language, but also about offering financial solutions that make sense for this audience. Furthermore, the popularity of gaming championships such as Counter Strike, Free Fire, and Valorant is in line with our ambition to be the gamers' bank," says Igor Puga, director of Marketing and Brand at Santander Brazil.
Advantageous move
In addition to being cheaper than other financial options, the Santander Consórcio Gamer is fully credited upon acceptance, ensuring more bargaining power in the purchase of the asset in cash. The administration fee is 0.36% per month for 48-month contracts, which is equivalent to 17% for the entire period. The installments are readjusted annually by the INPC (National Consumer Price Index); and the reserve fund is 4.5%. (www.santander.com.br/consorcio).
The Consórcio Gamer modality is one of the Bank's priorities to reach both professional gamers and occasional gamers, in a market that has grown in audience and revenue in recent years, especially in 2020, when people stayed home more. According to a 2021 survey by Pesquisa Games Brasil (PGB), gaming has become more important with isolation, and 75.8% of gamers said they increased their gaming time during the pandemic.
The Consórcio launch campaign shows that the gamer public is looking for more alternatives that make it possible to purchase equipment to update their gamers' setups. "In addition to thinking about accelerating the sales curve of consórcio products, Santander is always focused on serving all customer profiles. With the Consórcio Gamer campaign, we are very motivated to give an opportunity of conquests to a younger public, which still has very few dedicated offers," says Puga.
Conditions of the Consórcio Gamer
It can be used to buy computers, consoles, headset, driving kit, peripherals, gamer chair, and many other gaming equipments
Upon being contemplated, the consortium member must present the purchase invoices (only Electronic Invoices, NF-e, valid on the portal www.nfe.fazenda.gov.br, will be accepted), and the client must acquire warranty for the products. For consortia up to R$20,000, guarantees such as surety bond or guarantor will be accepted, and for consortia worth more than this amount, the guarantee of goods, such as vehicles, must be presented.
Partnerships
Santander will be the new partner in Twitch's mentorship program at The Starter Series. The bank will connect these aspiring creators with Calango, a mentor chosen by the streaming platform.
The official Fury streamer will offer a consultancy to improve the apprentices' communication with their audience. Twitch has already selected the gamers who will be coached, and on the 24th they had The Starter Session - the first career counseling session with the veteran. After the coaching processes, the new streamers will make their own live, putting into practice all the teachings passed by Calango. The campaign will offer these new partners the opportunity to have their first stream sponsored with the support of Santander.
To get closer to gamers consumers, the Bank also used financial solutions that test the loyalty of this public, such as card scoring, and SX, Santander's PIX. The Bank will make SX Cards available to all participants in the mentoring program, offering discounts for gamers' items to cardholders.
All Santander cards will guarantee points for customers to purchase their equipment on the Esfera site, Santander's points program, which now offers cashback on purchases made on its new marketplace, Esfera Shopping, and on partner sites. Cashback can be redeemed as a credit on the bill of Santander cards or converted into points in the program.
Source: CidadeMarketing
