The predominant audience for mainstream games is the 15-25 year-old-male demographic. Game companies have been honing that market for years. Social change games -or any group in the serious games community- require extra focus on our ability to reach game audiences that the industry hasn't reached or has been unable to reach for different reasons.

This session answers key questions, such as: What lessons do we learn from the mainstream industry and what new models must we pursue?
Can we look at the elements other media have used when branching into new areas, such as documentary film or educational TV?
What does the "serious" audience want from a serious game and how do we provide that?