Did you know the gaming industry now generates more revenue than film and music combined?

• There are now 3.3+ billion gamers worldwide.

• The largest segment is 18–34 year-olds, representing about 38% of all players.

But gamers aren’t one audience. They’re dozens of distinct communities with their own culture and behaviour.

It’s the subcultures inside gaming.

• Strategy games.

• Esports communities.

• Cosplay and comic-con fandom.

• Simulation players.

• Mobile casual audiences.

If your brand wants to connect with these communities, start by observing them.

Go to a tournament. Visit your local Comic-Con. Watch how people interact with the worlds they care about.

Marketing performance improves when you understand culture.