What brands need to know about “power”, “mainstream” and “casual” gamers

Understanding the differences between “power”, “mainstream” and “casual” gamers is vital to brands that want to connect with people who are engaged in this pastime.

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...

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