Following Daily Mail’s recently launched gaming specialist TikTok channel that it claims has built up 23,000 followers and more than 2million likes in its first two months, the publisher says it is working with gamers who understand the audience and investing in authentic gaming content.
Mail Metro Media says it is leaning into the topics where it already attracts global engagement – celebrities, influencers, sport, parenting, science, fashion and beauty. According to the publisher, more than half of the gaming audience to MailOnline and Metro (6.6million) is female – an audience neglected by many niche gaming publications – says insights from dmg media’s proprietary data tool, dmg:ID. The publisher added that it also counts approx. 6.4million 18 to 44-year-olds among its audience – half of whom say gaming is their favourite pastime.
Gaming is the most powerful entertainment medium of the 21st century, added the publisher, projected to be worth over $200billion globally in 2025 – more than film and music combined. And the team behind the new gaming launch has spent more than a year researching the sector, speaking to experts and attending events.
Mail Metro Media says 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, where Daily Mail says it is already the biggest news publisher, with almost 12million followers. Gaming experts are also being enlisted to produce news articles, reviews and features across MailOnline, Metro, Daily Mail and New Scientist magazine.
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