How brands are using gaming personas to reach players effectively

Jordan Shlachter, head of measurement and insights, Activision Blizzard Media

With 3.4 billion players actively gaming, advertisers have a unique opportunity to connect with a vast, engaged audience beyond the traditional gamers marketers might initially consider.

Only 42% of video game players categorize or label themselves as gamers, while 44% do not identify as gamers and 14% aren’t sure where they fall, according to a July 2023 Activision Blizzard Media gaming study via Toluna. This variation underscores the need to shift toward recognizing the broader, more diverse spectrum of players. Moving past a one-size-fits-all advertising approach requires that brands acknowledge the varied preferences and behaviors that define today’s gaming community. 

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