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Read: State of Performance Marketing for Videogames | Game Industry Library

State of Performance Marketing for Videogames

Marketing·Updated Mar 17, 2026 by Gamesight

Pages

100%

Insights

01
First-party data integration is essential for efficiency, yielding conversion lifts of up to 63% in Meta-based campaigns.
02
Influencer marketing currently outperforms traditional ad networks, achieving a 4.25% conversion rate and a 38.95% Day 7 retention rate.
03
Meta and YouTube remain the primary media planning channels, utilized in 75% and 44% of campaigns respectively, while Twitch leads in conversion efficiency at 12%.
04
Free-to-play retention has rebounded to 46% as the industry shifts toward AI-driven automation tools like Google’s Performance Max and TikTok’s Performance Automation.
05
Reddit has evolved into a high-value retention hub following advertising infrastructure updates, while Twitter (X) remains the primary channel for reaching the PlayStation demographic.

Insights

01
First-party data integration is essential for efficiency, yielding conversion lifts of up to 63% in Meta-based campaigns.
02
Influencer marketing currently outperforms traditional ad networks, achieving a 4.25% conversion rate and a 38.95% Day 7 retention rate.
03
Meta and YouTube remain the primary media planning channels, utilized in 75% and 44% of campaigns respectively, while Twitch leads in conversion efficiency at 12%.
04
Free-to-play retention has rebounded to 46% as the industry shifts toward AI-driven automation tools like Google’s Performance Max and TikTok’s Performance Automation.
05
Reddit has evolved into a high-value retention hub following advertising infrastructure updates, while Twitter (X) remains the primary channel for reaching the PlayStation demographic.