Mixing Realities: Connecting With China's Gamers

China's online gaming community is an untapped advertising and branding goldmine -- the country boasts the largest number of gamers in the world. Yet, despite the millions of online gamers in China, brand owners have not been able to successfully exploit the full potential of this lucrative demographic, reports Media Asia.

Though aloof, this market is not inaccessible. InGameAd Interactive, for example, implemented a marketing campaign for condom maker Jissbon by utilizing a discreet but deliberate approach to Chinese gamers. Jissbon condoms were packaged with an online game and sold at stores around Shanghai. The pairing quelled any social stigma or anxiety people might feel regarding the outright purchase of condoms. Says Steven Hu, CEO of InGameAd Interactive:

"Buyers could say to themselves, ‘Hey, I’m buying this gaming disc'... This [strategy] helped the brand achieve a huge differentiation in consumers’ eyes, and sales nearly doubled during the campaign.”Continue reading...