LEGO

The State of AAA Game Advertising

The analysis demonstrates that 2023 marked a peak in AAA game advertising, with live-service titles such as Fortnite commanding the highest spend (US$57 M) and blockbuster launches—Hogwarts Legacy, Diablo IV, and Call of Duty: Modern Warfare III—each exceeding US$25 M. YouTube remained the dominant channel (35% of spend), yet…

• 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.