The Engagement Game: How gaming has transformed entertainment consumption

Melinda Spence

By understanding the gaming audience, brands are better placed to engage with them effectively and authentically.

The rise of gaming as an entertainment platform has been well documented – there are currently over three billion gamers worldwide spanning a diverse set of demographics, interests, and preferences.

This growth, which has been accelerated in recent years by more accessible game design methodologies and today’s heads of households having ‘grown up gaming’, has seen gaming increasingly play a central role in consumers’ entertainment habits. Understanding how audiences engage with gaming provides a snapshot into broader media consumption trends, including how gaming is consumed in tandem with other forms of entertainment.

To better identify gaming’s role in daily life,...

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