Related Documents
Report
Level Up – Harnessing the Power of Gaming Audiences
The 2024 Level Up report, a collaborative analysis by Comscore and Anzu, examines the evolving landscape of the U.S. gaming market and the expanding opportunities for brand integration. The study defines gamers as adults aged 18 to 65 who play multiple times a week, revealing that 62% of the U.S. adult population fits this criteria. A significant finding is the high level of cross-platform engagement; 77% of gamers utilize more than one device, while 40% play across all platforms, including PC, console, and mobile. The data highlights distinct consumer behaviors based on platform preference. Console gamers demonstrate the highest willingness to pay for content, with 37% prepared to spend over $60 on a single title. In contrast, 32% of mobile-only gamers prefer free-to-play models. Genre preferences also vary by hardware, with PC players favoring first-person shooters and RPGs, while console players show a strong affinity for action-adventure and sports titles. From an advertising perspective, the report concludes that gaming is no longer a niche silo but a mainstream medium with high receptivity to marketing. Approximately two-thirds of gamers view in-game advertisements as having a positive or neutral impact on their experience. Specifically, 34% of respondents believe product placement enhances realism, and 45% express a preference for rewarded ad formats. Case studies, such as Tommy Hilfiger’s campaign, demonstrate the efficacy of these strategies, showing a 20-point lift in brand favorability and a 23-point increase in purchase intent. The report emphasizes that the partnership between Comscore and Anzu now allows for more precise measurement of the incremental reach provided by intrinsic in-game advertising.
ComscoreMar 2024
Report
Newzoo’s Global Gamer Study 2023
Gaming engagement in 2023 has evolved into a multidimensional experience that extends far beyond active play to include viewing, socializing, and content creation. Data indicates that 79% of the total online population are game enthusiasts, with over half of all consumers engaging with games in more than one way. This trend is most pronounced among younger generations; 94% of Gen Alpha and 90% of Gen Z are classified as enthusiasts, frequently participating in "other" engagement activities like visiting online gaming communities or attending conventions. The research highlights a significant shift toward multi-platform play, with 47% of gamers utilizing at least two platforms. A particularly high-value cohort, "tri-platform players" (15% of the player base), averages over 11 hours of play per week and shows a high propensity for spending, with 85% having made in-game purchases in the last six months. While mobile remains the most accessible entry point due to low hardware barriers, console gaming maintains the highest player-to-payer conversion rate, driven by subscriptions and pay-to-play models. Across all platforms, 57% of players are payers, motivated primarily by special offers and the desire to unlock exclusive content or customization options. Gaming platforms have also emerged as powerful marketing channels. Approximately 50% of players and viewers report discovering new brands through gaming, and players generally hold more positive attitudes toward brands—particularly in the sports, beverage, and technology sectors—compared to non-players. This analysis is based on Newzoo’s 2023 Global Gamer Study, which utilized Computer-Assisted Web Interviewing (CAWI) between February and May 2023. The methodology involved a representative sample of 74,295 respondents aged 10 to 65 across 36 global markets, covering North America, Europe, MEA, Latin America, and Asia-Pacific.
NewzooJan 2023
Report
The Gaming Playbook: Everything You Need to Know About the Gaming Audience
Gaming has evolved into a near-universal activity, with 86% of internet users across 15 global markets engaging in play as of 2020. While mobile gaming serves as the primary driver for accessibility and broad demographic expansion—particularly among women, families, and older adults aged 55 to 64—consoles and PCs continue to anchor the more committed segments of the audience. This expansion is characterized by a shift toward a digital-first ecosystem where subscription services and digital sales dominate the market. Revenue models have transitioned accordingly, with in-game microtransactions and downloadable content emerging as the primary financial engines, especially among high-spending male millennials and Gen Z players who prioritize social status and character customization. The landscape is increasingly defined by the convergence of gaming, social media, and live entertainment. Esports followers represent a particularly lucrative and tech-oriented demographic that displays a higher-than-average receptivity to advertising and brand sponsorships. Nearly half of these fans view sponsorships as a natural fit for the medium, and 40% actively support brands that invest in their favorite teams. Engagement is primarily driven through mobile and PC streaming, though traditional television remains a relevant secondary channel for older cohorts. India has emerged as a critical growth frontier within this space, fueled by its massive mobile-first population. To successfully navigate this environment, brands must move beyond traditional advertising and focus on community integration and exclusivity. Vocal sub-groups, such as streamers and critics, act as essential information hubs and brand ambassadors who influence the broader community. Effective engagement requires a nuanced understanding of these diverse personas, ensuring that marketing efforts provide genuine value to the gaming experience. By fostering community involvement and offering exclusive rewards, brands can convert high-engagement players into long-term advocates within the burgeoning metaverse and competitive gaming sectors.
GWIJan 2021
Report
How Gamers Discover What to Play
Video game marketing remains a vital component of the industry, though consumer preferences have shifted toward authentic, multi-channel discovery rather than traditional overt sales tactics. Research conducted in May 2024 among 1,009 PC and console gamers in the United States reveals that the average player utilizes four to five different information sources before committing to a new title. This behavior underscores a move away from single-channel reliance toward a diverse marketing mix where authenticity and peer-led insights are prioritized over corporate messaging. YouTube stands as the dominant platform for game discovery, used by 52% of respondents and cited as the most trusted source of information. However, discovery habits vary significantly by demographic. Younger gamers aged 18–24 are twice as likely to use TikTok and Instagram for news compared to those aged 34–44. Gender also influences platform choice, with men favoring YouTube and Twitch, while women are 13% more likely than men to utilize TikTok for discovery. Despite the prevalence of these platforms, trust remains fragmented; while YouTube is the most trusted, social media platforms like TikTok and X are frequently viewed with skepticism, suggesting that trust resides more in specific creators than the platforms themselves. Purchasing decisions are primarily driven by familiarity and risk mitigation. Forty percent of gamers prioritize established franchises they already enjoy, and 25% favor games from respected developers. While reviews and influencer endorsements remain influential, cost-related factors such as subscription services and price promotions also play a significant role in the decision-making process. Ultimately, the data suggests that successful game discovery relies on building a presence across multiple social and video platforms while leveraging established brand equity and influencer relationships to overcome consumer distrust.
Big Games MachineMay 2024