Gaming expert Petra Fröhlich: 'There is no single gamer'

Petra Fröhlich, founder and editor-in-chief of the industry magazine Gameswirtschaft, tells Lebensmittelzeitung that consumer-goods experiments at Gamescom lack long-term strategies and that marketers often misunderstand gaming audiences. Fröhlich argues the notion of a single, uniform “gamer” is incorrect and recommends that marketing chiefs personally attend trade shows like Gamescom to better assess opportunities. The interview highlights recurring short-term activations by FMCG brands and the need for clearer strategic thinking when engaging with gaming communities.