Ever since, Jupiter Research revealed that the reason that most valuable consumer segment, 18-35 year old males, have stopped watching TV is that they are all playing video games (doh!) , marketeers have taken a new interest in the previously nerdy gaming sector.
However, news that two US marketing networks have started their own specialist games arms (Bounce Interactive Gaming at Y&R and Starcom MediaVest Group's Play unit) is still surprising. Maybe some modern marketeers have sneaked into these Madison Avenue giants.
It will be interesting to see if they succeed in such 'old-school' company.
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