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YouTube's New Gaming Platform Already Looks Like a Big Hit With Advertisers

Kotex, Wendy's and Taco Bell buy spots

Kimberly-Clark seeks out video game fans.

Google today launched YouTube Gaming, an app and website that aggregates more than 25,000 gaming channels to help gamers find videos from some of the platform's most popular creators like TwoSync and PewDiePie. And the platform already looks like a hit with advertisers.

Gamers go to YouTube to look for a specific type of content on channels like HikePlay, Squadrom or  Drift0r, so the app-site combo helps filter out whatever's not related to gaming. Marketers can buy pre-roll and TrueView—the skippable video promos—to run alongside gaming-related clips through Google Preferred and Google AdWords.

Mobile game-makers and developers seem like a no-brainer to advertise on the site. Though, as gaming culture becomes more mainstream, there's a surprising number of big-name brands running campaigns today.

Kimberly-Clark's Kotex, for example, is targeting women gamers with a 30-second spot directing them to a website where they can get free samples as part of its "Save the Undies" campaign.

And Wendy's is pushing its Spicy Chicken Sandwich with TrueView promos.

NBCUniversal is also betting big on gamers to reach a wide audience for two of its properties. One set of ads plugs Universal Pictures' upcoming horror flick, The Visit, which premiers Sept. 11, and another campaign pushes NBC's fall comedy, Truth be Told.

Other brands advertising on YouTube Gaming today include Best Buy, Anheuser-Busch's Stella Artois, Taco Bell, Angry Orchard and Carrabba's Italian Grill.

Marketers have been targeting gamers in different ways for years, particularly via consoles and, more recently, on live-gaming sites like Twitch. But YouTube's massive reach likely gives them a bit more incentive to reach video-game fans.

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