What brands need to know about targeting gamers

Advertisers shouldn’t think in terms of gamers as a target market – they need to get more granular and understand the different segments within this audience.

Tom Sweeney is “a proper hardcore sweat”. He’s also the director of gaming at Media Chain, a social-first publisher, but he’s grown up as a gamer and feels eminently qualified to pass an opinion about the subject – and especially about what brands are doing in this space. His message is stark: “If you are targeting this enormous group, you genuinely are currently wasting your money. I’d be so bold as to say that millions of dollars have been wasted.”

Speaking at Advertising Week Europe (London, March 2019), he complained that he sees “tons of really terrible campaigns...

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