Report · March 1, 2024

US Gaming Audience in 2023

Published by Comscore

Summary

The gaming landscape in 2024 has solidified as a mainstream entertainment pillar, with 62% of U.S. adults aged 18 to 65 identifying as active gamers. This audience is characterized by high engagement across multiple devices, as 77% of players utilize more than one platform and 40% play across PC, console, and mobile combined. While mobile-only gamers typically prefer free-to-play titles, console and PC players demonstrate a high willingness to invest in premium content, with 45% of all gamers spending over $40 on their most recent purchase. The demographic profile of the U.S. gaming audience skews toward Millennials and spans a wide range of household income levels. Genre preferences vary by platform; PC gamers favor first-person shooters, action, and role-playing games, while console players show a strong preference for action-adventure, sports, and racing titles. This broad reach is further amplified by the success of video game intellectual property in other media, evidenced by significant box office performance for game-inspired films. Advertising within the gaming ecosystem presents significant opportunities for brand growth through formats such as intrinsic in-game ads, rewarded video, and sponsorships. Approximately two-thirds of gamers view advertisements as having a positive or neutral impact on their experience, with 34% noting that product placements can enhance realism. Case studies, such as campaigns by Tommy Hilfiger, demonstrate that non-intrusive in-game ads can drive substantial lifts in brand favorability, recommendation, and purchase intent. Through partnerships between measurement firms like Comscore and ad-tech providers like Anzu, advertisers can now better quantify the incremental reach provided by these specialized digital environments.

From the report

# Agenda # 1 The Gaming Landscape in 2024 # 2 Advertising & Gaming New Formats & New Opportunities # 3 Q&A with Anzu Co-Founder and CEO, Itamar Benedy # 4 Key Takeaways

# Video Games Are Mainstream with Ongoing Success at the Box Office # Top Five Video Game Inspired Movies Since 2021: By Cumulative Box Office Total 1 $\therefore m = \frac{3}{11}$ ; % $\therefore m = \frac{3}{11}$ $\therefore m = \frac{3}{11}$ ; $\therefore m = \frac{3}{11}$ ; $\frac{1 + u}{1} - \frac{u}{1} = \frac{\left( {1 + u}\right) u}{1} < \frac{u}{1} = u$ $\therefore m = \frac{3}{11}$ 1 # 图 1 $\therefore m = \frac{3}{11}$ $\frac{1 + u}{1} - \frac{u}{1} = \frac{\left( {1 + u}\right) u}{1} < \frac{u}{1} = u$ # $\therefore m = \frac{3}{11}$ 4 $\therefore m = \frac{3}{11}$ $\therefore m = \frac{3}{11}$ ; $\therefore m = \frac{3}{11}$ ; ${12}/{12}$ ${13}/{14}$ ${13}/{14}$ ${13}/{14}$ ${13}/{14}$ ${13}/{14}$ ${13}/{14}$ ${13}/{14}$ $\therefore m = \frac{3}{11}$ ${13}/{14}$ $\therefore m = \frac{3}{11}$ $\therefore m = \frac{3}{11}$ $\therefore m = \frac{3}{11}$ $\therefore m = \frac{3}{11}$ # $\therefore m = \frac{3}{11}$ $\therefore m = \frac{3}{11}$ $\therefore m = \frac{3}{11}$ $\therefore m = \frac{3}{11}$ 6 ${13}/{14}$ ${13}/{14}$ $\therefore m = \frac{3}{11}$ ; $\therefore m = \frac{3}{11}$ # A $\therefore \overrightarrow{AB} \cdot \overrightarrow{AC} = 0$ ${12}/{12}$ 1. 实验原理 ${12}/{12}$ # # 10 ${13}/{14}$ ${13}/{14}$ # # 4 A D. C M # # 14 25 Z C # A a D. 14 D Z 4 5 $\$ 42.3M$

# A Few Definitions... Focus on this report is U.S. data # Gamers 18-65 year olds who actively play video gamers. Playing a game was defined as 'normally' playing on a device multiple times a week and at least once in the past month. # PC Gamer Mainly plays games on PC # Console Gamer Mainly plays games on console (including PS4, PS5, Xbox One, X or S, and Nintendo Switch) # Mobile-only Gamer Plays games only on a mobile device (phone or tablet) # Esports Competitive gaming events with casting, commentary, and prizes # Livestreaming All types of streaming (most esports are also streamed)

# Continuing to Grow: The Online Gaming Landscape Encompasses Millions of Homes and Devices. 62% of adults (18+) play video games 40% U.S. households are active on a gaming console in a month 77% Of gamers are playing on more than one platform (PC, console, or mobile).

# The Online Gamers Skew to Millennials and Represent a Wide Variety of Annual Household Income Ranges.

Gaming does not exist in a platform silo - most gamers (77%) play across multiple platforms and 40% play on ALL platforms

Pages: 26
Words: 1,073
Format: PDF
Type: Report

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