Meet the six “tribes” of video gamers

Research by Activision Blizzard Media, a division of the gaming company that owns brands like “Call of Duty” and “World of “Warcraft”, has challenged marketers’ stereotypes about the gaming audience.

There’s a common misconception that a singular “type” of person is playing video games, when reality says the opposite, according to research presented by Activision Blizzard Media at Cannes Lions Live, an online event held by LIONS, a sister brand of...