YouTube takes starring role in video game marketing

07/1/2013 | Advertising Age (tiered subscription model)

YouTube has become a central pillar of video game publisher Activision's marketing strategy as fans turn in ever-larger numbers to the video-sharing site not only to see game trailers but also to watch other gamers' reviews and tutorials. Activision's "Call of Duty" series has 1.48 million YouTube channel subscribers, and YouTube users overall spent twice as much time watching gaming videos as other content on the site last year. The importance of YouTube is making high-quality original content an increasing necessity, said Jonathan Anastas, Activision's vice president of digital marketing.

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