The video game industry used to be reasonably straightforward. Gamers would go to the shop, buy a cartridge (or, later, a disc), and then play on a console or computer at home. Console video games, which are played on systems such as the Playstation and Xbox, are still common. However, they are no longer the market's largest segment. Mobile games continue to consume a more significant portion of the video game market. The demographics of video game users have shifted as well. Exact figures are tough to obtain, but the Entertainment Software Association, for example, reports that about 41% of gamers are now female.
Here's how the video game industry is influencing marketing and brand interaction.
By far, the most significant change in the video game industry over the last decade has been the ability to play games on smartphones. The business models differ, but in most cases, game developers build "freemium" titles – games that are free to download and play but have in-app purchases (IAP) to improve the experience. Others use in-app advertisements, product placements, or a mix of the above.
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