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Marketing

Report117 pages

State of Gaming & Influencer Marketing 2025

The global gaming industry reached $187.7 billion in 2024, with mobile gaming remaining the dominant sector at $92.6 billion and the total player base projected to hit 4 billion by 2027.
PC gaming is a primary growth driver, highlighted by Steam’s record $10.8 billion revenue in 2024 and indie game sales surpassing those of AA and AAA titles for the first time.
Influencer marketing spending is projected to reach $32.55 billion by 2025, with a strategic shift toward niche engagement and nano-influencers who achieve engagement rates exceeding 10%.

Market Analysis Marketing Global+1

AAA AgencyJan 2025

Report6 pages

Securing Competitiveness in Human-Creativity-Driven BGM Production in the Age of AI-Generated Music: South Korea

Human creativity remains the primary competitive advantage for BGM producers, as the ability to convey authentic emotion and intent cannot be replicated by AI.
T2Sound maintains market competitiveness by prioritizing meticulous mixing and mastering to ensure high-quality emotional resonance, rather than competing solely on speed or cost.
Global demand is shifting away from generic background music toward tracks with distinctive sonic signatures, with Korean BGM gaining traction due to its unique emotional texture.

AI South Korea Market Analysis+1

KOCCA – Korea Creative Content AgencyJan 2025

Report112 pages

Championing the 25 Retailers and Digital Services Who Connect Music, Video and Games Creators with UK Fans Yearbook

The UK entertainment market reached a record £12.0 billion valuation in 2024, marking twelve consecutive years of growth and a 50% increase since 2019.
Digital services and streaming now dominate the industry, accounting for 93% of total revenue, with subscription models driving over 75% of consumer spending.
Video is the largest sector at £5.0 billion, fueled by an 8.3% rise in Subscription Video on Demand (SVoD) to £4.46 billion, which successfully offset the decline in physical media.

Market Analysis Marketing Player Behavior

ERAJan 2025

Report56 pages

Gaming: Your Marketing Cheatcode

Gaming commands 3.4 billion players globally, yet receives less than 5% of total media investment, indicating a significant misalignment between consumer attention and advertising spend.
Custom in-game experiences can generate up to 100x higher attention levels compared to traditional social media platforms.
Immersive brand strategies are highly effective, with 55% of players expressing interest in acquiring branded virtual items.

Marketing Player Behavior In-Game Advertising+1

dentsu gamingJan 2025

Report26 pages

The Power of Marketing Mix Modeling

Marketing Mix Modeling (MMM) provides a more accurate view of incrementality than last-touch attribution (LTA), as evidenced by a case study where MMM attributed 43% more Day 7 revenue events to TikTok at a $5,000 daily spend.
Traditional LTA is increasingly inadequate for mobile gaming due to privacy regulations like Apple’s AppTrackingTransparency and a systemic bias that undervalues top-of-funnel media.
User acquisition costs in the gaming industry are projected to exceed $130 billion by 2025, necessitating more sophisticated measurement tools to manage rising expenditures.

Marketing Advertising Global+1

Kochava & TikTok for BusinessJan 2025

Report1 pages

CEDEC 2025 Schedule Announcement

CEDEC 2025 will take place from July 22–24, 2025, shifting the conference approximately one month earlier than its traditional late-August schedule.
The call for session proposals opens on January 6, 2025, with a strict submission deadline of February 17, 2025, at 10 a.m. JST.
Selection results for proposed sessions will be communicated to applicants in late March 2025.

Marketing Game Publishing Game Development+1

Computer Entertainment Developers AssociationSept 2024

Report71 pages

Insights into Global Mobile Game Marketing & Ad Spend Trends for H1 2024

Monthly active advertisers in mobile gaming grew 33.7% year-over-year in H1 2024, surpassing 55,000 total advertisers.
Rewarded playtime has become a primary monetization driver, generating eCPMs 2.7 times higher than standard ad formats.
Video remains the dominant ad medium at 77% of total formats, though average monthly creatives per advertiser dropped to 105 as AI-generated imagery gains traction.

Marketing Advertising User Acquisition+2

SocialPetaJun 2024

Report9 pages

How Gamers Discover What to Play

Gamers utilize an average of four to five distinct information sources before purchasing a new title, reflecting a shift away from single-channel marketing reliance.
YouTube is the primary discovery platform for 52% of gamers and is ranked as the most trusted source of information.
Purchasing decisions are driven by risk mitigation, with 40% of players prioritizing established franchises and 25% favoring games from respected developers.

Marketing Player Behavior Player Demographics+1

Big Games MachineMay 2024

Report26 pages

Level Up – Harnessing the Power of Gaming Audiences

Gaming is a mainstream U.S. medium, with 62% of adults aged 18–65 playing games multiple times per week.
Cross-platform engagement is high, as 77% of gamers use more than one device and 40% play across PC, console, and mobile platforms.
Two-thirds of gamers view in-game advertisements as having a neutral or positive impact on their experience, with 34% noting that product placement enhances realism.

In-Game Advertising Marketing Player Demographics+1

ComscoreMar 2024

Report33 pages

Marketing Insights into Global Casual & Puzzle Games for Q1 2024

The global mobile gaming advertiser base grew 29% year-over-year in Q1 2024 to 51,300 participants, while the volume of unique creatives per advertiser dropped by 18% as firms shifted toward quality over quantity.
Casual and puzzle games dominate the market, accounting for 50% of all active advertisers, with casual games alone responsible for nearly 40% of total ad creatives.
Success in saturated markets like the US and Europe requires high-quality short-form video content and rapid creative iteration to mitigate player fatigue.

Marketing In-Game Advertising Global+2

SocialPetaMar 2024

Report29 pages

Turning Organic Success into Long-Term Revenue: A Framework for F2P Mobile Games

Developers should treat monetization and user acquisition as iterative, scientific processes, using predictive modeling to forecast ROAS up to one year in advance to ensure profitability.
Implementing a hybrid ad mediation setup that combines real-time bidding with manual waterfalls can yield an immediate 10% to 20% uplift in ARPDAU.
Personalized, segmented in-app purchase offers can increase player spending by up to 23%, while regional pricing adjustments in lower-purchasing-power markets can boost ARPDAU by as much as 30%.

Monetization User Acquisition Marketing+2

SuperScaleMar 2024

Report30 pages

The Golden Age of Video Game Remakes and Remasters

Remakes and remasters serve as a strategic financial hedge against the rising costs of developing original intellectual property in a risk-averse industry.
Full remakes require a gestation period of nine to twenty-five years to ensure technological advancements are significant enough to justify a full-price purchase.
Remasters are most commercially effective when released within five years of the original title to capitalize on hardware transitions.

Market Analysis Marketing Game Development+1

VirtuosMar 2024

Report78 pages

2023 Global Mobile Games Marketing Trends White Paper

The mobile gaming industry shifted toward a hybrid-casual model in 2023, blending hyper-casual accessibility with mid-core monetization to stabilize revenue through combined in-app advertising and purchases.
Monthly active advertisers surged by nearly 50% year-over-year, surpassing 40,000 globally as competition for user acquisition intensified.
Video ads remain the dominant format, accounting for over 76% of total impressions, while AI-generated image creatives are increasingly used to mitigate rising acquisition costs.

Marketing Monetization In-Game Advertising+2

SocialPetaJan 2024

Report12 pages

Inside Gaming: It's Personal!

Nearly two-thirds of gamers report feeling more authentic while playing than in their daily lives, a sentiment that has driven a 30% increase in time spent gaming among those who view these platforms as spaces for self-presentation.
In-game character customization is the primary driver of self-expression for 76% of players, significantly outpacing other features like usernames (48%) and communication tools or emotes (30–35%).
Fandom’s 2024 data indicates a psychological disconnect where gamers maintain distinct online personas that they perceive as separate from their real-life identities.

Market Analysis Player Behavior Diversity & Inclusion+2

FandomJan 2024

Report12 pages

Inside Gaming: It's Personal! 2024

46% of gamers now prioritize creation and imagination as their primary motivation for playing, representing a 10% year-over-year increase.
Games that facilitate self-expression through customization, open worlds, and constant updates—such as Roblox, Fortnite, and The Sims—achieve 60% higher engagement than industry norms.
72% of consumers report they would view brands more favorably if those companies helped them translate their gaming-inspired self-expression into real-world products, skills, or lifestyle alignments.

Market Analysis Player Behavior Marketing+1

FandomJan 2024

Report7 pages

AI's Everyday Evolution: The Expanding Role of Chatbots in Consumer Life

ChatGPT reached 500 million global monthly active users by early 2025, marking the fastest growth for any application in the last decade.
In April 2025, ChatGPT experienced a 60% increase in session frequency and a 270% jump in web visits, while traditional search engine engagement declined by 3%.
The utility of AI is shifting from technical tasks to complex personal management, with software development prompts dropping from 44% to 29% of the total share between early 2024 and 2025.

AI Marketing User Acquisition+1

Sensor TowerJan 2024

Report14 pages

Mobile App Predictions for 2024

Global app store revenue is projected to reach $111.4 billion in 2024, a 4% rebound following a 3% decline in 2023, with the U.S. driving 80% of this growth.
Gaming expenditure is forecast to rise 4% to $111 billion, with primary growth concentrated in RPG, match-making, party, and casino titles across the U.S., Japan, South Korea, Taiwan, Germany, and the UK.
TikTok is expected to reach $16 billion in lifetime consumer spend by the end of 2024, with average monthly user hours projected to increase from 32.5 hours in October 2023 to 40 hours by December 2024.

Market Forecast Marketing

data.aiJan 2024

Report65 pages

The State of AAA Game Advertising

AAA game advertising peaked in 2023, with top live-service titles like Fortnite spending US$57M and major launches including Hogwarts Legacy, Diablo IV, and Call of Duty: Modern Warfare III each exceeding US$25M.
YouTube remains the primary advertising channel at 35% of total spend, though publishers are increasingly diversifying into Facebook, TikTok, and Instagram to reach broader audiences.
Activision Blizzard and Epic Games led the market in 2023, each allocating over US$70M to U.S. campaigns for both new intellectual properties and established franchises.

Advertising Marketing

Sensor TowerJan 2024

Report21 pages

Marketing Insights into Global Mobile Games & Minigames in 2024

The mobile game advertising market is shifting toward higher creative turnover, with the proportion of advertisers releasing new creatives rising to 55% in the second half of 2024 and new creatives accounting for 65% of total ad volume.
WeChat minigames have become a significant market force, reaching RMB 60 billion in 2023 with a user base averaging one hour of daily engagement, led primarily by RPG/SLG hybrid titles.
Casino games saw over 10% year-over-year growth in advertising activity, while casual games experienced a 3% decline, and RPG and puzzle genres maintained stable market positions.

Marketing Advertising Mobile+1

SocialPetaJan 2024

Report48 pages

Mobile App Trends: 2024 Edition

Fintech and e-commerce drove significant market growth in 2023, with fintech seeing a 42% increase in installs and a 118% surge in in-app revenue.
E-commerce performance remained strong with a 43% year-over-year rise in installs and a 34% increase in revenue.
Banking sector efficiency improved significantly as eCPIs dropped from $2.33 to $1.37, enabling faster return on investment for marketers.

Market Analysis Marketing Advertising+2

AdjustJan 2024