Half of Southeast Asians who are older than 55 play video or mobile games, according to data from YouGov.

Why it matters

Brands need to remember that it is not just young men who are gamers – the channel can be used to engage a diverse audience. Instead, marketers should focus on tailoring their approach according to the game and audience.

Takeaways

• In the Philippines, 65% of those aged over 55 say they play video or mobile games, around double the level seen in Malaysia and Vietnam.
• Some brands are missing out on the opportunity, though – WARC's...