The publisher is launching an ambitious new brand-safe global gaming strategy to target the millions of gamers who already use its platforms
Following Daily Mail’s recently launched gaming specialist TikTok channel, Mail Metro Media is working with gamers who understand the audience and investing in authentic gaming content.
The news publisher is leaning into the topics where it already attracts huge global engagement – celebrities, influencers, sport, parenting, science, fashion and beauty. More than half of the gaming audience to MailOnline and Metro is female – an audience neglected by many niche gaming publications – according to insights from dmg media’s proprietary data tool, dmg:ID. What is more, half of the publisher’s 18 to 44-year-old audience count gaming as their favourite pastime.
Gaming is the most powerful entertainment medium of the 21st century, projected to be worth over $200billion globally in 2025 – more than film and music combined. The team behind the new gaming launch has spent more than a year researching the sector, speaking to experts and attending events.
The ambition is to help brands reach a huge and diverse audience by creating trusted, engaging, authentic content for the whole spectrum of gamers, from casual mobile players who might play Candy Crush on the bus; to fans of TV and film game adaptations such as Amazon Prime’s Fallout; Esports fans and players; to parents looking to better understand the likes of Roblox and Fortnite.
Dominic Williams, chief revenue officer at Mail Metro Media, said: “We recognise that gaming is not a single audience – and not everyone thinks of themselves as gamers. Our audience expertise, content creation skills and diverse portfolio enables us to connect our partners with audiences across the gaming spectrum.
“For brands looking to connect with gamers, this is an opportunity to be involved right from the start in a global high-growth gaming brand that can deliver incredible audience numbers, exceptional campaigns, and phenomenal results.”
Mourad El-Dine Abdou, winner of MCV 30 Under 30 and The Games Awards Future Class, has been appointed to lead the new gaming strategy on social, working first on TikTok. Gaming experts are also being enlisted to produce news articles, reviews and features across MailOnline, Metro, and the Daily Mail.
