Gaming is changing so why isn’t marketing?

News of the arrival of Nintendo’s Professor Kawashima’s Brain Training game in the UK (MW January 26) is indicative of a continued evolution of the gaming industry. It is no longer correct to assume that the typical gamer is a spotty male teen in his bedroom, sacrificing sleep and personal hygiene for hand-to-hand combat with Orcs.

While it’s doubtful that Grand Theft Auto – Shady Pines will be seen on a release schedule any time soon, the popularity of Professor Kawashima’s Brain Training among “grey gamers” doesn’t come as too much of a surprise – the Entertainment Software Association has already reported that 19 per cent of gamers are aged over 50.

With online “casual” games also attracting a vast number of women gamers, advertisers have a growing range of opportunities to reach some of the most desirable consumers while they are at their most engaged.

Now that the television remote is being increasingly overlooked in favour of the console controller, it’s time the big brands and agencies started looking to the virtual world as the next frontier in consumer connection.

Ed Bartlett

GM Europe, IGA Worldwide

London W1

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here