The article explores the expansive potential of in-game advertising, highlighting that gaming has become a leading cultural force with over 3.2 billion players worldwide. Despite its growth, many brands remain hesitant to engage with this medium due to misconceptions regarding the gaming audience and the perceived complexity and costs of in-game advertising. Jean-Baptiste Godinot from Gameloft emphasizes the need for brands to understand the evolving gamer demographic and suggests that there are accessible entry points into gaming advertising that do not require massive budgets or elaborate campaigns.
"The audience is not the audience marketers expect. The gaming demographic has expanded well beyond its teenage roots. Fifty-one percent of gamers are now female, and the average gamer age is 34 years old."
"Everyone thinks, 'Yeah, I'd love to go gaming, but I have to do a concert in Fortnite.' There are much simpler ways to get into gaming. You can have a video campaign... tomorrow."
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