Despite having a player base approaching 3.6 billion people globally, gaming only accounts for around 5% of global advertising investment. This gap is all the more striking given that gaming delivers minutes of attention where other formats deliver seconds. In a new whitepaper from Havas Play, gaming experts around the world share five key considerations for building meaningful and effective gaming activations:
- Designing for participation
- Thinking in ecosystems
- Respecting culture
- Measuring what matters
- Building for the long term
