Digital Gaming

In the second of this year’s special digital issues, we focus on gaming and how marketers and advertisers are seeking to engage the rapidly growing audiences that are absorbed by games and game-like applications on their computers and phones at home at work and on the move. • With gaming and game-like interfaces so commonplace now, why are some marketers still reluctant to adopt this medium? • Will video games save the world? Social giving is down because of the recession, but charitable donations from game companies are up and look set to rise further. • Can game mechanics really persuade consumers to go to places or adopt behavior they otherwise would not?