How brands are using gaming personas to reach players effectively
Jordan Shlachter, head of measurement and insights, Activision Blizzard Media
With 3.4 billion players actively gaming, advertisers have a unique opportunity to connect with a vast, engaged audience beyond the traditional gamers marketers might initially consider.
Only 42% of video game players categorize or label themselves as gamers, while 44% do not identify as gamers and 14% aren’t sure where they fall, according to a July 2023 Activision Blizzard Media gaming study via Toluna. This variation underscores the need to shift toward recognizing the broader, more diverse spectrum of players. Moving past a one-size-fits-all advertising approach requires that brands acknowledge the varied preferences and behaviors that define today’s gaming community.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Source:: Digiday
