As anyone working in the advertising industry worth their
salt will tell you, the 18-34 year old audience is the most lucrative and therefore the most commonly targeted
demographic. One company that's taken a different tack is Smashing Ideas Inc., an "entertainment and marketing
services studio that creates immersive, interactive content for all screens," which specifically targets the
child and "tween" market.Game Daily sat down with Smashing Ideas managing director of corporate development, Brian Burke, to talk about the company's history, general philosophy and the company's dealings with Nintendo. The company manages to be successful in catching the eye of the younger demographic because they have respect for their audience: "[younger gamers] are far more savvy than most would given them credit for." We hope that when in-game contextual ads start appearing, advertising firms will take a page out of Smashing Ideas Inc.'s book and respect the more mainstream 18-34 demographic.
[Thanks, Rich Gallagher]
