Interviews, insight & analysis on digital media & marketing

Publishing

Sophie Strong: Gaming is more mainstream than you think

Gaming has become more mainstream than ever before. There are a host of statistics about the scale of the audience base, but also the wide-ranging traits and demographics this gaming community holds. There has never been a greater moment for brands to start thinking about how to authentically inject themselves into this highly engaged, wide reaching community of gamers.

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Strategy

Deborah Harper: Why we need representation in data

Although we’re surrounded by a plethora of audience data, using it ethically and meaningfully tends to be a more significant challenge. From a media insights point of view, the ethical use of data to reach under-represented audiences, who usually have protected characteristics, can end up excluding a valuable audience from receiving brand messages.

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