Advertising & Monetization·Updated Mar 17, 2026 by Sensor Tower
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.
YouTube 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.
High-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.
Transmedia synergy is a proven growth driver, evidenced by the Fallout television series triggering a sixfold increase in mobile downloads for the legacy franchise.
Individual ad spending remains high for established live-service titles, with Fortnite leading the market at $57 million in annual advertising expenditure.
AAA 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.
Franchises 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.
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.
YouTube 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.
High-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.
Transmedia synergy is a proven growth driver, evidenced by the Fallout television series triggering a sixfold increase in mobile downloads for the legacy franchise.
Individual ad spending remains high for established live-service titles, with Fortnite leading the market at $57 million in annual advertising expenditure.
AAA 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.
Franchises 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.