Everybody play the game: the game ecosystem as a unique and effective ad platform

One can hardly remember the time when video games used to be a rarity available to a select few. By the end of 2021, there will be an estimated 2,9 billion people worldwide who enjoy an occasional video game in their free time. Which basically means that one in every three people on the planet will (to a varying extent) be a gamer. Doesn’t sound like the worst space for brand communication, does it? With this in mind, it comes as no surprise that more and more advertisers dive into the virtual world in pursuit of their existing and prospective consumers. Admit it, you also have a couple of addictive games installed on your smartphone, don’t you? But can you even remember when and why