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Using Search To Reach Gamers

If you're trying to reach the gamer set, Eric Anderson suggests launching a search marketing campaign before you look to in-game ads. What's the rationale? It's simple, really. Gamers are engaged in their game, and don't have time or impetus to respond to ads. Searchers, on the other hand are on the hunt for game-related info like cheats, demos, release dates and store locations.

While Anderson acknowledges that in-game ads can be useful for branding, he argues that there's still a significant amount of clutter to cut through. "The gamer audience is growing," he says. "However, the best way to reach this audience and prompt them to action isn't by messaging in-game. The irony is that the best way to reach the gaming audience online is through search."

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