From the editor: Game on for brands

Editor of Admap, Colin Grimshaw, introduces the October 2010 issue focusing on in-game branding, as the term 'gamer' can now be applied to a much more diverse range of consumers than it's associated with.

From the editor: Game on for brands

Colin Grimshaw

The stereotype of a gamer – a spotty, introverted, geeky young male, closeted away in his bedroom playing Grand Theft Auto – is no longer valid. Today's gamer is just as likely to be a housewife karaoke-ing along to Singstar, or a silver surfer tending to his virtual crops and cattle on Farmville.

In America, 68% of households play video games, gamers spend an average of eight hours a week playing online games and 40% are female. In China, online gaming is a $4bn industry with...

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