Let’s be clear: gaming is now a mainstream entertainment activity.
Over 2.5 billion people globally played a digital game of one variety or other in 2019 – a figure that is expected to rise to over three billion by 2023. Yet many brand marketers remain intimidated by the gaming space, and perceive gamers as a homogenous band of surly teenage boys.
The truth, of course, is considerably more nuanced – a point that Kiko Restrepo, senior director of strategy at social talent-management agency Fullscreen, was at pains to make when addressing the 2020 Digital & Social Media Conference held...