Milliardenmarkt Gaming: Potenzial, Herausforderung und Grenzen für Marken

This Ipsos Germany presentation, dated 18 April 2023 and titled "Milliardenmarkt Gaming", examines gaming as a marketing channel for brands in Germany. It draws on the 2022 annual report of the German games association game, and it covers how targeting is getting harder for advertisers through app-tracking restrictions and the Google Sandbox.

The deck reports that 59% of Germans play computer and video games, and that players aged 50 to 69 make up roughly a third of the German player base. It shows smartphones as the most popular gaming platform in Germany. It also notes that in-game and in-app purchases are a growth driver.

On marketing, the deck describes brand activity in games such as product placements, in-game advertising, sponsorships and branded virtual spaces. The deck states that the NFL (141 million viewers) has more viewers than esports (84 million). It presents gaming as a possible answer to the loss of targeting precision.