Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

Gaming has a demographic like no other. So how can brands take advantage of it?

Gaming is no longer just a boys’ club. But with global brands experimenting with the market, marketers need to act quickly.

Simon Hathaway, EMEA MD at Outform, believes marketers still need to do more to tap into gaming’s now hugely diverse demographics if they’re to get buy-in. 

Gaming is the ‘it’ tool for audience engagement. And brands are keen to bask in its success. Nyx Cosmetics is working with gaming influencers as the official beauty partner of e-sports platform Dignitas, while Selfridges has opened its own immersive gaming floor.