Direct-to-avatar is the ideal way to reach young people. This is what Cor Molenaar, professor of eMarketing at the RSM states in the November issue of RetailTrends.

In direct-to-avatar, brands sell their product through video games to their customer's digital alter ego. According to Molenaar, this trend fits well with the "revival" of brands. "Nowadays, as a brand, you have to bring your unique buying reason to the forefront," says the professor. "A positive association is extremely important." And you can create that by being present in the favorite game of your target group. "It is the ideal way to reach young people, who are more elusive anyway."


  • Cor Molenaar
    Role: Faculty
    Reference type: Quoted

Media Outlets

  • RetailTrends (Online)