This trend began to gain momentum with the millennial generation and its popularity has been increasing thanks to video games and blockbuster films, but also to the expansion of astrology and paintball.
“Geekdom” is more fashionable than ever and its influence will continue to grow among brands and companies. This is what emerges from the assessment of marketing expert and professor at EAE Business School, Eduardo Irastorza, who has delved into the world of geeks, coinciding with International Geek Pride Day, which is celebrated this Saturday, May 25.
According to the business school professor, the geek world has emerged stronger from the pandemic and its popularity is on the rise thanks to video games and blockbuster cult films, but also to the expansion into other fields, such as astrology and paintball.
The geek community began to gain strength with the millennial generation and today there are two very different currents: the Western one, coming from the North American Marvel superheroes; and the Eastern one, which dominican republic telegram lead from Japanese Manga. Both trends coexist and influence each other, positively impacting the results of the companies behind these geeky products, with significant growth despite the global economic crisis derived from Covid-19. Thus, for example, Pokémon Company, since 2017, has accumulated fiscal years with excellent results, recording revenues of 169 million dollars in 2020, 19.4% more than the previous year.
In Europe and North America, the world of cinema is dominated by the geek world, thanks, above all, to the popularity of hits such as Star Wars, Star Trek, Harry Potter or any of the infinite characters of the Marvel family. Thus, it is not surprising that among the highest-grossing film franchises in the United States are those with the most geek followers, led by those of the Marvel Universe, followed by the Star Wars saga. Similarly, the legacy of the characters or franchises created or co-created by Stan Lee is headed by The Avengers (with 4.97 billion dollars) followed by Spider-Man (with a legacy of 4.84 billion euros) and X-Men, with 3.18 billion dollars.
For this reason, according to Irastorza, “geeks are an essential part of the show and of the producers, and brands try to exploit it to the maximum.” To do this, big data plays a fundamental role in identifying these unconditional fans and pampering them with products and alternatives ad hoc for them.