How consumers in Asia are using games to socialise and ‘normalise’ in the pandemic

A discussion by the Mobile Marketing Association (MMA) and Twitter put forward insights around the untapped brand opportunities presented by gaming, especially amid the COVID-19 pandemic.

As the COVID-19 pandemic rages on, people are spending more time than ever at home. Martyn U’ren – Head of Research, APAC & MENA, Twitter – said that the lockdown has led to gaming developing into a true media channel.

The lockdown has witnessed an increase in conversations around gaming, often seeing a migration of interest in sports from the real world to the virtual, which in some cases is creating interest in an activity that may not have been very popular befo

Is the interactivity in gaming an advantage that can be tapped into by brands? U’ren indicated what Xbox did. It wanted to be part of the conversation rather than take the traditional approach to branding. Therefore, the brand used a range of conversations around motoring trends and auto devices. That resulted in the overall sentiment becoming twice as powerful and a 20% shift in share of voice. 

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