Nerd Pride Day expands niche market to new generations

A market worth R$22.1 billion, with annual growth of between 5% and 10%. No, it's not an investment in cryptocurrencies or a real estate venture. These are the numbers for the Brazilian geek market in 2022, according to the Brazilian Association of Brand and Character Licensing (ABRAL).

Brazil is the eighth largest consumer market in the world ranking. About 52% of geek consumers are men, aged between 22 and 39 years old . The average online shopping ticket in the geek universe is R$54, while the national average is R$329.

The geek sector has grown in recent years, creating opportunities for small businesses. Product customization and specialized e-commerce are very interesting strategies. There is a growing demand for technological and creative skills. Sebrae offers essential support to optimize the management of these businesses.

Eúde do Amor Cornélio, national manager of Games at Sebrae.

By 2027, geek entertainment could generate revenues of up to US$41.3 billion worldwide. From games to dolls, board games to home décor, this market attracts both old and new generations of consumers. And Geek Pride Day, on May 25, could be the ideal date to increase the participation of small businesses in this sector.

Nerd tips

For Nerd Pride Day, small gaming businesses can take actions to increase sales success:

1. Themed promotions : offer discounts on products related to the geek universe, such as books, comics, games and gadgets.
2. Events and marathons : Participate in or organize events such as movie marathons and gaming sessions focused on your target audience.
3. Partnerships : Collaborate with influencers and geek content creators to promote products and events.
4. Exclusive products : launch exclusive or limited edition products inspired by popular franchises from the geek universe.

According to Ehud, The sectors that benefit most from the date are technology, entertainment, retail and education . “Hardware, software and gadget companies see an increase in sales due to interest in technological products. Cinemas, streaming platforms and game stores also benefit from the demand for geek content,” he indicates.

The manager gathered four tips for effective promotion on the commemorative date:

1. Custom content : Create content that resonates with nerd culture, such as blog articles, videos, and social media posts on popular topics.
2. Social media : Use platforms like TikTok, Instagram and YouTube to reach geek audiences with creative and interactive campaigns.
3. Community Engagement : Participate in online forums and groups, promoting discussions and interactions on nerdy topics.