A lone wolf sitting in his mom’s basement is glued to the screen, his fingers dusted with Doritos and his teeth stained with Mountain Dew. When we say “gamer,” this is usually the idea that comes to mind. But research suggests these stereotypes don’t hold up. In fact, the gaming audience is both diverse and growing, spanning a wide range of ages and nearly equal in male and female players.
So what does gaming have to do with advertising? Turns out, games are expensive to make and in-game advertising is set up for a major growth spurt in 2023. As more game developers build advertising options into their games, brands have an opportunity to drive awareness in a way that feels organic to the games they’re already playing. Fast Company reported that over the next generation, hundreds of millions of new players will emerge, creating a seismic shift in the advertising industry.
As a creative agency, we thrive on letting our imaginations run wild. But we also know that in order to get results, we have to understand a brand’s audience and implement that understanding to drive successful creative campaigns. It’s easy to be dismissive of the possibilities of in-game advertising and shrug off gamers as just another stereotype. But the research shows promise and opportunity, meaning we have to go a step further to meet audiences where they are.
