Why gaming fandoms are the future: Activision Blizzard’s view

Anna Hamill

Gaming is booming in terms of audience, but many marketers have misconceptions about this category when they actually can be learning from it.

The boom of gaming as an emerging platform for brand engagement may seem new to many in the industry, but the audience has long been ripe for targeting. And it’s long past time to move past the gamer stereotype of ‘white guys in their basement’, according to Activision Blizzard’s Chief Marketing Officer, Fernando Machado, and Chief Creative Officer, Pelle Sjoenell.

Activision Blizzard owns iconic games including Call of Duty, Diablo, World of Warcraft and Candy Crush, which attract devoted followings.

Speaking with AdWeek’s Stephen Lepitak on the fringe of the Cannes Lions International Festival of Creativity recently, the pair are...

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