Virtual worlds command higher user attention than other channels, with 73% of players in a focused state compared to 57% for video streaming and 40% for social media.
02
Gaming is a primary social space for Gen Z, as 92% of women and 93% of men aged 16 to 24 play video games, and 17.7% have engaged with a branded game in the past month.
03
The virtual world market is dominated by four platforms: Roblox (380 million monthly active users), Minecraft (200 million), Fortnite (130 million), and ZEPETO (33 million).
04
Brand activity is highly concentrated, with 88% of all brand activations occurring on Roblox and Fortnite.
05
Integrations are currently more common than owned worlds (337 vs 252) because they offer a faster, lower-cost entry point that can be launched in weeks rather than quarters.
06
Mobile devices drive the majority of gaming traffic, with 67.7% of users gaming on smartphones, facilitating short and frequent social-first sessions.
Insights
01
Virtual worlds command higher user attention than other channels, with 73% of players in a focused state compared to 57% for video streaming and 40% for social media.
02
Gaming is a primary social space for Gen Z, as 92% of women and 93% of men aged 16 to 24 play video games, and 17.7% have engaged with a branded game in the past month.
03
The virtual world market is dominated by four platforms: Roblox (380 million monthly active users), Minecraft (200 million), Fortnite (130 million), and ZEPETO (33 million).
04
Brand activity is highly concentrated, with 88% of all brand activations occurring on Roblox and Fortnite.
05
Integrations are currently more common than owned worlds (337 vs 252) because they offer a faster, lower-cost entry point that can be launched in weeks rather than quarters.
06
Mobile devices drive the majority of gaming traffic, with 67.7% of users gaming on smartphones, facilitating short and frequent social-first sessions.