In advertising, the ‘gamer’ demographic is useless

In marketing and advertising, knowing who your audience is, how they’re changing, and how best to reach them is the job. That’s the work, and it’s no different when you’re marketing to gamers. But in marketing, there’s been a perception that we’ve figured out that audience — gamers like what they like and it’s not going to change.

The claim that “gamers are dead” famously isn’t a new one, but it’s really only existed in the context of cultural critique up to this point. But as an advertising creative at an indie agency and someone who has more combined hours in Team Fortress 2 and Overwatch than most people have at their current jobs — I have to say that it’s true.