Once upon a time, a stereotypical gamer was probably male, probably single and probably rarely went out in daylight. But today gaming is a lot more universal. Casual and social gaming has attracted new audiences who would never consider themselves gamers and home gaming has become a family pastime. Gaming represents an extremely flexible marketing channel, be it through in-game advertising, apps, interactive banners or advertiser-funded games.
The increasing accessibility of gaming platforms, on phones, social networks or even bus shelters, also means that gaming is no longer exclusively linked to youth brands. Games and gaming techniques have been used to target new demographics, reach voters and even for recruitment purposes.
And gaming in marketing doesn't always mean the traditional 'videogame'. Gaming mechanics can be applied campaigns to drive engagement and effectiveness, and marketers have much to learn from gaming experts.
Featuring contributions from Real Game, We R Interactive and Inferno, Cream's gaming report is complimented by a selection of case studies from the Cream case study library.
Download the report here.