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Marketing
Reports in the Marketing category.
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Report
44 pages
State of Performance Marketing for Videogames
First-party data integration is essential for efficiency, yielding conversion lifts of up to 63% in Meta-based campaigns.
Influencer marketing currently outperforms traditional ad networks, achieving a 4.25% conversion rate and a 38.95% Day 7 retention rate.
Meta and YouTube remain the primary media planning channels, utilized in 75% and 44% of campaigns respectively, while Twitch leads in conversion efficiency at 12%.
Advertising
Market Analysis
Global
+2
Gamesight
Jan 2024
Report
30 pages
Insight into 2024 Marketing Trends for Japanese Mobile Games
Japanese firms dominate the domestic market, holding nine of the top ten revenue spots on the App Store, while Chinese developers account for 30% of the top 100 grossing titles.
RPG titles are the most lucrative genre in Japan, representing 32% of the top 100 revenue-generating games on Google Play.
Marketing in Japan is characterized by low creative turnover, with only 62.23% of advertisers using new creatives and a total new creative volume of 29.77%, both significantly below global averages.
Marketing
Advertising
User Acquisition
+2
SocialPeta
Jan 2024
Report
16 pages
The State of Games Media Buying United States Spotlight
The U.S. mobile gaming ad market is maturing, evidenced by a marginal 0.25% growth in active advertisers and a 29% decline in new market entrants during the first half of 2024.
Publishers are prioritizing established assets over experimentation, as total ad purchases grew by only 0.46% while the volume of new ad creatives dropped by 12%.
Genre dominance is shifting, with Puzzle games now leading in ad impressions, while Sports and Shooting genres saw the fastest growth, rising six and four places respectively.
Market Analysis
In-Game Advertising
Mobile
+2
Mintegral
Jan 2024
Report
65 pages
The State of AAA Game Advertising
AAA game advertising peaked in 2023, with top live-service titles like Fortnite spending US$57M and major launches including Hogwarts Legacy, Diablo IV, and Call of Duty: Modern Warfare III each exceeding US$25M.
YouTube remains the primary advertising channel at 35% of total spend, though publishers are increasingly diversifying into Facebook, TikTok, and Instagram to reach broader audiences.
Activision Blizzard and Epic Games led the market in 2023, each allocating over US$70M to U.S. campaigns for both new intellectual properties and established franchises.
Advertising
Marketing
Sensor Tower
Jan 2024
Report
22 pages
Launching PC & Console Titles in the Ever-Changing Games Market
The PC and console market is highly consolidated, as 18 of the top 20 games by monthly active users (MAU) in 2022 were legacy titles, with Hogwarts Legacy being the only new release to reach that tier in early 2023.
Market saturation is increasing, evidenced by a rising number of Steam releases coupled with a declining number of titles achieving a 50,000 lifetime player milestone.
Gaming is a primary leisure activity for younger demographics, with 89% of Gen Z and 82% of Millennials identifying as enthusiasts and dedicating approximately 20% of their free time to gaming.
Market Analysis
Global
PC
+1
Newzoo
Oct 2023
Report
15 pages
Misleading (Non-Core) Gameplay Ads Research 2023
Approximately 75% of Western players and 70% of Japanese and Brazilian players find the mechanics shown in misleading ads more engaging than the actual core gameplay of the advertised titles.
Between 35% and 46% of gamers continue playing a title despite recognizing that the advertisement does not accurately represent the core gameplay experience.
Ad recognition is widespread, with 91% of U.S. respondents and 71% to 77% of respondents in other surveyed regions reporting exposure to non-core gameplay advertisements.
Monetization
In-Game Advertising
Player Behavior
+1
Nexters
Jan 2023
Report
37 pages
How Starfield Reached 10M Users
Starfield achieved the largest launch in Bethesda’s history with 10 million players, driven by a $21.2 million U.S. advertising spend that represented roughly 70% to 77% of the total global marketing budget.
The marketing strategy shifted from traditional teasers to a multi-channel digital approach, prioritizing TikTok, Instagram, Twitch, and AI-driven cross-promotion via Bing.
Integration with the Microsoft ecosystem and immediate availability on Xbox Game Pass were central to the game's commercial scale and user acquisition.
Market Analysis
User Acquisition
Marketing
+1
Sensor Tower
Jan 2023
Report
21 pages
In-Game Advertising Report 2023
In-game advertising achieves a 98% viewability rate, significantly outperforming the 78% average observed across standard digital advertising formats.
Gaming environments generate 2,795 attentive seconds per 1,000 impressions, representing a 22% higher attention level than the average for other digital media.
85% of in-game ad impressions are actively viewed by players, compared to a 65% norm for traditional digital channels.
In-Game Advertising
Marketing
Advertising
+1
Anzu
Jan 2023
Report
61 pages
Q1 2023 Insights into Global Mobile Game Marketing Trends
Mobile game advertisers are shifting from quantity to quality, evidenced by a 15% increase in active advertisers to over 160,000 alongside a 16% decline in new creative asset volume.
Video content now dominates the advertising landscape, accounting for over 80% of all ad creatives and frequently utilizing playable mechanics or 'deliberate failure' tropes to improve engagement.
Android remains the dominant advertising platform, capturing nearly 70% of total global ad volume.
Marketing
Advertising
Mobile
+2
SocialPeta
Jan 2023
Report
65 pages
Insights into Marketing Trends of Global Mobile Apps
Video content now accounts for 45% of global ad impressions, reaching up to 72% in the Middle East, as traditional static image performance continues to decline.
AI-integrated tool apps experienced over 100% year-over-year advertiser growth across all tracked regions in the first half of 2023.
Android remains the dominant marketing platform, accounting for over 70% of the total creatives launched by the 170,000 active advertisers.
Marketing
Advertising
Global
+1
SocialPeta
Jan 2023
Whitepaper
191 pages
Global Mobile Game & App (Non‑Game) Marketing White Paper 2022
The mobile gaming sector saw a decoupling of engagement and monetization in 2022, with strategy, simulation, and casual genres experiencing 8% to 10% download growth alongside 9% to 16% revenue declines.
To counter rising acquisition costs, developers are adopting 'Casual + X' strategies, integrating hyper-casual mini-games into complex RPG and strategy titles to broaden appeal and lower entry barriers.
Marketing strategy shifted toward higher efficiency in 2022, characterized by a 17.5% increase in quarterly advertisers despite a 16% reduction in total creative volume.
Marketing
Market Analysis
Global
+1
SocialPeta
Jan 2023
Report
15 pages
Mobile Advertising Benchmark Report Q2 2022
Apple Search Ads (ASA) has emerged as a core duopoly partner alongside Google, with advertiser adoption reaching 94.8% and share-of-wallet increasing by five points to 15%.
Facebook’s market position declined between Q2 2021 and Q2 2022, with adoption dropping to 82.8% and share-of-wallet falling four points to 28%.
Google remains the dominant advertising channel with 95% adoption and a 34% share-of-wallet, largely driven by its stability on the Android platform.
Advertising
Market Analysis
Global
+1
Appsumer
Jun 2022
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