ReportSensor Tower
The State of AAA Game Advertising: A Look Back on the Biggest Launches and Trends of the Past Year
1 Jan 202565 pages~28 min full read
AAA advertising shifted heavily toward new title launches in 2023, which accounted for 50% of total ad spend compared to just 20% in the previous year.
See it on page 7YouTube remains the dominant advertising channel at 35% of total spend, though marketing budgets are increasingly diversifying into TikTok, Instagram, and OTT services to leverage short-form video engagement.
See it on page 18High-budget marketing is no longer the sole path to success, as titles like Lethal Company and PalWorld achieved millions of sales through viral gameplay and creator-driven interest with minimal ad investment.
See it on page 57Transmedia synergy is a proven growth driver, evidenced by the Fallout television series triggering a sixfold increase in mobile downloads for the legacy franchise.
See it on page 55Individual ad spending remains high for established live-service titles, with Fortnite leading the market at $57 million in annual advertising expenditure.
See it on page 53AAA marketing strategies are evolving to include diverse business models, such as Diablo IV’s use of open betas to drive $666 million in five-day revenue and Starfield’s integration into the Xbox Game Pass subscription service.
See it on page 39Franchises facing critical headwinds, such as Call of Duty: Modern Warfare III, are pivoting away from celebrity-led campaigns toward influencer partnerships and cross-media collaborations to sustain momentum.
See it on page 51The 2023 PC and console gaming landscape was defined by a strategic pivot toward new title launches, which commanded 50% of top advertising expenditures compared to only 20% the previous year. While established live-service giants like Fortnite maintained the highest individual ad spend at $57 million, new AAA releases such as Hogwarts Legacy and Diablo IV dominated the market through concentrated, multi-platform campaigns. Marketing budgets increasingly diversified across a broader media mix; although YouTube remained the primary channel with 35% of spend, platforms like TikTok, Instagram, and Over-the-Top services captured significant market share by utilizing short-form video content to drive engagement.
Success in the AAA sector relied on distinct promotional philosophies tailored to specific business models. Diablo IV leveraged a live-service framework and extensive open betas to generate $666 million in five days, while Starfield utilized its inclusion in Xbox Game Pass to balance traditional sales with subscription-based accessibility. Marketing tactics for these titles ranged from long-term anticipation building to high-frequency social media accolades. Conversely, franchises facing critical headwinds, such as Call of Duty: Modern Warfare III, shifted their focus from celebrity-driven advertisements to influencer-led content and innovative cross-media partnerships with film and music icons to sustain momentum despite declining initial sales.
The industry also witnessed the growing power of transmedia synergy and organic virality. The Fallout television series demonstrated the potential of cross-media adaptations by triggering a sixfold increase in mobile downloads and renewed interest in the legacy franchise. Similarly, Honkai: Star Rail illustrated how mobile-first spending can successfully drive multi-platform engagement. However, the emergence of titles like Lethal Company and PalWorld proved that traditional high-budget marketing is not the only path to success, as viral gameplay and creator-driven interest can achieve millions of sales with minimal advertising investment. This evolution highlights a market where massive corporate spending and organic digital trends coexist as primary drivers of commercial performance.
