CANNES — For the advertising industry, the boom in video game advertising has always seemed to be just around the corner.
But the world of gaming is already rapidly evolving, and with it comes a massive opportunity for advertisers to reach a highly engaged and loyal audience.
With 3.4 billion gamers worldwide, the potential for in-game advertising is immense. Lynne Kjolso, VP of Global Partner & Retail Media at Microsoft, believes that gaming is the next streaming.
“There are lots of misconceptions out there about who the gaming audience is,” says Kjolso in this video interview with Beet.TV. “In actuality, nearly 50% of gamers worldwide are women.
”The median age is 33, and all of those gamers are people who’ve been gaming since they were young.”
Gamers spend almost exactly the same amount of time playing as they do streaming, but the gaming experience is much more active and engaged. …