A couple of years ago, Amazon Kindle asked Nativex, one of its app monetization partners, to strike hypercasual game publishers from its media plan.
But Nativex demonstrated that the hypercasual audience is primarily female and 25+ with a predilection for e-reading – and that Kindle campaigns have really good conversions when targeting that audience.
“We’re slowly starting to see misconceptions about gamers go away,” said Tiffany Ou, general manager at Nativex.
But there is still a tendency for advertisers to stereotype gamers into one homogenous bucket, and this keeps them from spending against what are actually highly desirable audiences.
The fact is, the gaming audience is as diverse as humanity.
Roughly one-third of the planet’s population – that’s 2.
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