In-game advertising: why it's game on for some brands

This article discusses the evolution of video games into an attraction to new demographics and age-groups, and explains the opportunities for advertisers to engage with in-game advertising.

In-game advertising: why it's game on for some brands

David Ward

The video game demographic has been steadily evolving in recent years, as the rise of social/ mobile games like Candy Crush Sagaattract a broader audience. According to the Entertainment Software Association, women now comprise 44 percent of gamers — and perhaps even more surprising is that the average age of frequent female players is 43. All this should make video games a great advertising platform for consumer packaged goods and other products aimed at a broad audience, but brands aren't jumping on board with more complex game-themed...

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