How the most effective non-endemic brands target gamers in SEA

For Asian brands that are non-endemic to gaming but want to effectively reach younger audiences, a Game Changers study by 2CV assesses brand equity within the gamer audience to provide some answers.

This article is part of a Spotlight series on series on e-sports and gaming in Southeast Asia. Read more

An increasing challenge for marketers is reaching younger audiences in Asia, whose media consumption continues to fragment, meaning they are spending less time using traditional media such as television and radio, and more time on social media platforms on mobile devices.

For example, one in three Asian Gen Z consumers (aged 14-28) spend six or more hours a day on their smartphones, while 82%of Southeast Asian Gen Z consumers preferred social...

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