As part of our deep dive into all things gaming, Murdoch Rawson of Ichi Worldwide explains the rules that non-endemic brands need to play by if they really want to reach gamers. Plenty has been written about the rise of gaming. It has permeated popular culture and transcended once-humble industry roots to a point where ‘gamers’ are simply considered the next generation of consumers. So we know it’s the new standard, we know it’s driven by the younger generation and we know just how valuable the market is. But as non-endemic brands increasingly target gamers, do they really know what they’re doing?