The State of AAA Game Advertising
The analysis demonstrates that 2023 marked a peak in AAA game advertising, with live‑service titles such as Fortnite commanding the highest spend (US$57 M) and blockbuster launches—Hogwarts Legacy, Diablo IV, and Call of Duty: Modern Warfare III—each exceeding US$25 M. YouTube remained the dominant channel (35 % of spend), yet Facebook, TikTok, and Instagram captured significant shares, indicating a broadened media mix compared to 2022. Activision Blizzard and Epic Games led the market, each allocating over US$70 M to U.S. campaigns that supported both new intellectual properties and established franchises.
Hogwarts Legacy’s strategy centered on PlayStation branding, with “PS5” references dominating pre‑launch and launch creatives across TikTok, Facebook, and other social platforms. The campaign’s largest spend outside social media was on OTT (US$1.8 M), supplemented by Twitch, Reddit, and niche sites such as fandom.com and Pluto TV. The title relied heavily on the PlayStation partnership and traditional OTT channels rather than extensive brand collaborations.
Diablo IV leveraged a “hellish” fantasy narrative, consistently using terms like *devour*, *violence*, and *gore* throughout its campaign. The title partnered with diverse brands—from Mountain Dew to SteelSeries, Secretlab, and First We Feast—to extend reach across gaming hardware, lifestyle, and food sectors. In contrast, Starfield capitalized on its Xbox Game Pass launch, offering a $70 full price or a $10/month subscription model that attracted new players. Its spend focused on YouTube and TikTok 15‑second video ads (94 % of creative), blending gameplay and live‑action content across Hulu, YouTube, and Twitch. Brand partnerships spanned retailers like Target, hardware makers such as Seagate, and food brands like yfood, underscoring a multi‑channel approach that blended platform promotion with cross‑industry collaborations.
Call of Duty: Modern Warfare III executed a highly integrated, multi‑phase advertising strategy that blended pre‑order, beta, launch, and holiday campaigns into a single continuous push. Forty percent of spend was allocated to post‑launch activities, with creative focus shifting from celebrity endorsements to esports influencers. Ad formats diversified—reducing YouTube 15‑second ads from 92 % to 69 % and increasing Instagram video posts—while high‑profile collaborations (e.g., with 21 Savage and Monster) positioned the title as a leading example of modern AAA advertising. The campaign’s aggressive, format‑diverse approach drove strong post‑launch engagement and brand visibility.
Fortnite remained the top‑spending game in U.S. PC/console advertising, supported by a broad brand partnership ecosystem that includes Nike, LEGO, and Disney. The year’s most significant launches—Hogwarts Legacy (highest sales and ad spend, capitalizing on the Harry Potter IP) and Diablo IV (the biggest 2Q launch with robust live‑service performance)—illustrate how new titles continue to drive high‑profile marketing campaigns. Major publishers such as Activision Blizzard and Epic Games dominate ad spend, while diversified media strategies and cross‑industry collaborations underpin the sector’s continued growth.
