Reaching non-gamers through games by Simonas Stūrys, Head of Marketing at Nordcurrent

Over the last decade, the gaming and gaming industry has revolutionized, mostly due to technological advancements in mobile devices, displays, and data networks.

The possibility to download a wanted game in under a minute on a mobile device makes gaming accessible to anyone. The free-to-play concept scales this trend further. High-speed internet and comfortable devices enable gamers to play games wherever they are - at home, at work, while traveling, or while waiting in line.

The stereotype of a "gamer" - a dedicated young boy who spends nights and weekends away from reality on his powerful computer - persists. However, mobile games are not about "gamers", but about billions of people of all ages playing their favorite mobile games to relax, discover, improve skills, or socialize.?

Gaming is growing and expanding into audiences, that were never associated with gaming. For example, middle-aged women who enjoy time management or social games, and retired men who enjoy combat or shooters.

And our small survey just confirms the trend resulting in 72% of our Linkedin audience playing games several times a week, and even 39% - every day intensely!?

On the other hand, game developers who observe new audiences tailor games to better suit their needs and create games specifically for those new audiences.

There can be a hidden object game built for kids or teenagers, but also one designed for seniors who enjoy detective stories and want to maintain their focusing skills.

It is also time for businesses and brands to abandon the stereotype of a "gamer" and consider games as a viable media channel.

With the existing variety of game categories, themes and target audiences any brand can find a game that meets its audience, character, values, and reputation standards.

This is why a conservative and serious agriculture brand like John Deere finds a spot at gamescom , Europe's largest gaming event.