BBH Asia Pacific’s Alasdair Gray explains why advertisers should connect with gamers to find out what gaming means to them and what their culture represents.

Why it matters

Brands have to go beyond understanding their audience’s gaming behaviour and take the time to explore the culture of gamers in order to discover the opportunities to connect and add value.

Takeaways

• Gaming is more than entertainment and has changed people’s role models, fashion and communication.
• The two worlds of gaming and fashion have converged, mixed, and remixed, with a clear appetite for this in Southeast Asia.
• A...