The WARC Guide to Marketing in the gaming ecosystem

Provides new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
  • Millions are estimated to have started gaming during lockdown – consumers are especially attracted to free to access mobile gaming apps, which have lowered previous barriers to entry.
  • Around 46% of all gamers globally are female, according to recent estimates, which means brands must be more targeted with gaming communications.
  • Esports offer a major opportunity, especially in APAC, but brands must understand that consumer mind-states differ when watching games rather than playing themselves.
  • Gaming is changing the rules of brand loyalty – gamification is out; mobile branded games are in....

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