Marketing games to underserved audiences: what works, what doesn’t

Gaming is for everyone, but game marketing still hasn’t caught up. For all the industry buzz about community, accessibility, and global player bases, it’s remarkable how often game marketing still caters to a narrow, default idea of a “typical gamer.” 

If your campaign only speaks to white, cis male players between 18 and 35 in North America and Western Europe, you’re leaving millions (and we mean millions) of potential players unseen, unheard, and unengaged.

And the irony? Many of those so-called “niche” or “underserved” audiences aren’t niche at all. They’re growing, vocal, loyal, and ready to spend money on games that reflect their world and values.

So why do so many campaigns miss the mark? And what are the studios and publishers doing it right getting so right? Let’s get into it.

Who are we leaving out?

Before we can fix the problem, we need to name it.

While player demographics are more diverse than ever, large portions of the gaming audience still aren’t reflected in mainstream marketing strategies:

• Women gamers, especially those over 30.

• Disabled players, who make up an estimated 15% of the global population.

• LGBTQIA+ players, who look for safe, welcoming communities.

• Players of color, particularly in regions often overlooked by major releases.

• Non-Western players, who want authentic, localized content, not cut-and-paste campaigns.

• Older players, who grew up with games and never stopped.

• Lower-income players, whose primary platform might be mobile, not console or high-end PC.

These audiences aren’t trends. They’re a permanent, vital part of gaming culture and businesses that ignore them aren’t just being exclusionary; they’re leaving serious money on the table.

What doesn’t work (and why)

The list of well-meaning-but-misguided campaigns is long, and you’ve probably seen them:

• Surface-level representation without meaningful community involvementA character reveal with no connection to the player communities it’s meant to represent.

• "Pink it and shrink it" tactics for women gamers Marketing “for her” collections with stereotypical pastel skins and heart emojis.

• Token Pride campaigns in June with no year-round commitment Rainbow logos without policy, community support, or creator partnerships behind them.

• Assumptions about platform or genre preferencesBelieving older players only want match-3 mobile games or women don’t care for shooters.

• Ignoring local context in global campaignsCopy-pasting Western marketing strategies into APAC or MENA markets without cultural nuance.

• Accessibility lip serviceListing accessibility options in a press release, but not showcasing them in trailers, social content, or feature marketing.

Here’s the thing: Modern audiences are savvy. They can spot a box-ticking exercise a mile away. And it does more harm than good when you market to a community without involving them in the process.

What’s actually working

Thankfully, some studios and publishers are leading the way with smarter, audience-first marketing strategies. These campaigns work because they focus on authentic connection, long-term engagement, and genuine representation.

A few approaches that are making a difference:

Community-led content and partnerships

Bringing creators, streamers, and community leaders from underserved groups into the process, not just for a one-off collab, but as ongoing voices in your campaigns.

Example: Valorant’s global influencer partnerships, featuring creators from diverse backgrounds in their campaigns year-round.

Localised campaigns with cultural nuance

Not just translating your trailer, but adapting your entire value proposition to fit the cultural values, humor, and preferences of different markets.

Example: PUBG Mobile’s tailored campaigns for Southeast Asian markets, working with local creators and esports events.

Showcasing accessibility and inclusivity as core features

Don’t bury your inclusive features in a dev blog, lead with them. Let players see themselves in your stories, your settings, your gameplay.

Example: Xbox’s Accessibility Showcase events and controller features prominently integrated into their marketing.

Ongoing engagement, not seasonal tokenism

Representation isn’t a holiday event. Build it into your annual strategy with meaningful milestones and check-ins.

Example: Life is Strange regularly amplifying LGBTQIA+ community voices beyond Pride Month, making them part of the brand’s identity.

Reframing genres to new audiences

Strategy games for women? Shooters for seniors? Narrative games for the hardcore crowd? Yep, because interests don’t fall neatly into demographics.

Example: Cozy games like Stardew Valley and Disney Dreamlight Valley being marketed to both younger audiences and nostalgic millennials.

Why it pays off

Let’s be clear: this isn’t just about doing the right thing, it’s a smart business move.

Bigger, more loyal player basesPlayers who feel seen and valued stay longer and spend more.

Better word-of-mouth and UGC (user generated content)Communities promote the games that promote them.

Future-proofed brandsGen Z and Gen Alpha players overwhelmingly prefer brands with clear values and inclusive practices.

Risk mitigation in new marketsLocalized, culturally sensitive campaigns reduce PR risks and improve reception.

Numbers to back it up: A 2023 Newzoo study found that 76% of Gen Z gamers say inclusivity and diversity in games influence their buying decisions. That’s not a niche, that’s your next generation of loyal players.

Where we go from here

The days of assumption-led marketing are over. The future belongs to studios and publishers willing to get uncomfortable, listen more, and create campaigns shaped by the people they hope to reach.

The players are already here. The question is whether your marketing will finally catch up.

Let’s trade tokenism for co-creation, stereotypes for nuance, and seasonal outreach for lasting community partnerships. Because when you market games with everyone in mind, everyone wins.