How Can Advertisers Win the Massive Gamer Market?


By Gary C. Bizzo,, published January 12, 2017

Do you have a twenty-something son at home? Does he have a great job, and after work comes home, has dinner then locks himself in his room till the wee hours? It could be anti-social behavior, or he could be a ‘gamer’. A gamer is someone who plays interactive video games and, believe me, there are a lot of both gamers and games out there.

The keyword here is interactive. Back in my day (remember Tetris?), playing a video game was a loner thing in an arcade or at home, but today, interactive games allow players to find competitors from anywhere, at any skill set. E-sports is the word for competitive gaming... and the stakes are high.

My son is 28 years old; the average age of a video game player in the US is 35, with women comprising about 41% according to Entertainment Software Association. The Bartle taxonomy of gamers identified four types of gamers: achievers, explorers, socializers and killers. I think they are all self-explanatory. Suffice to say, they are an engaging, vibrant, super-competitive community, and they are very serious about their games. A colleague of my wife actually takes two weeks vacation when the new games come out in November so he can be the first to buy and play them.