Library

Inside Gaming: It's Personal!

The report examines how video games increasingly serve as a platform for personal identity and self‑expression, noting that nearly two thirds of gamers feel they can be more authentic while playing. It argues that this trend fuels a 30 % rise in time spent gaming among those who view games as a space for true self‑presentation, compared with previous years. The analysis draws on a global survey of 5,000 entertainment and gaming consumers and proprietary first‑party data from Fandom for 2024. Findings highlight that in‑game customization is the most powerful driver of self‑expression, with 76 % of players citing character personalization as a key tool; gamertags and usernames follow at 48 %, while communication features, signatures, emblems, emotions, and gestures each attract between 30‑35 % of respondents. The study also identifies a disconnect: many gamers believe they can be authentic online yet perceive their in‑person gamer persona as distinct from their real‑life personality. Brands are encouraged to bridge this gap by creating opportunities that translate virtual identity into physical expression—such as cosplay collaborations, cosmetic product lines, or skill‑building experiences that mirror in‑game achievements. The report covers a global audience across all major gaming segments, focusing on the 2024 period and emphasizing actionable insights for marketers seeking to align brand experiences with gamers’ desire for authenticity.

market-analysis player-behavior diversity-inclusion+2

FandomJan 2024

Report

Southeast Asian Mobile Game Market Insights 2024

The report examines Southeast Asian mobile gaming in 2024, focusing on download volumes, in‑app purchase (IAP) revenue, genre performance, country dynamics, and top titles. In the first half of 2024, downloads rose 3.4 % to 4.2 billion, with Google Play accounting for 91 %. IAP revenue increased 3.4 % to $1.16 billion, though a slight 3 % decline in overall revenue was noted compared to the prior half‑year; Google Play contributed 57 % of total earnings. Mid‑core, simulation, arcade, puzzle and lifestyle games dominated downloads (67 % of total), while strategy and RPG titles captured 47 % of revenue, despite modest declines in downloads. Sports games experienced a 39 % revenue surge, representing 9 % of total market income. Indonesia remains the largest download hub, growing 10 % in January‑August 2024 and contributing over 41 % of regional downloads; Thailand follows with a 10 % revenue rise. The top downloaders include Garena Free Fire, Mobile Legends: Bang Bang, Roblox, and Honor of Kings, the latter achieving a 175 % month‑over‑month jump in July after its Southeast Asian launch. Revenue leaders are Mobile Legends: Bang Bang, eFootball 2024, Garena Free Fire, and Roblox, with eFootball showing a 90 % revenue spike. The analysis draws on Sensor Tower’s estimated download and IAP data from the App Store and Google Play, excluding ad revenue and third‑party sales.

market-analysis monetization

Sensor TowerJan 2024

Report

Guide to Growing Chinese Gaming Apps Overseas: 2024

Chinese gaming applications continue to exert a dominant influence on the global stage, particularly within the strategy and role-playing game segments in mature markets such as the United States, Japan, and South Korea. While these regions offer substantial revenue potential, they are characterized by intense competition and elevated costs per install. To navigate these challenges, successful publishers are shifting toward hyper-localized strategies that tailor art styles to regional aesthetic preferences—favoring manga-inspired visuals in Japan and realistic or cartoon aesthetics in Western markets—while utilizing local influencers to establish brand credibility. Technological innovation serves as a primary driver for operational efficiency and user acquisition. The integration of generative AI has become essential for the rapid localization of ad creative, voice-overs, and marketing copy, ensuring both speed and brand compliance. High-performing titles currently leverage high-volume, innovative campaigns that incorporate minigames and AI-enhanced visuals to capture player attention. Beyond acquisition, long-term retention is increasingly supported by the implementation of social hangout spaces, home-building systems, and character trial models that balance accessibility with monetization. Monetization strategies have evolved to prioritize engagement through sophisticated, time-limited mechanics. Publishers are frequently employing box gachas, pull-milestone rewards, and gamified event structures such as diceboards and bingo to incentivize spending. Furthermore, the consistent deployment of diverse live events remains a critical requirement for maintaining player interest and competitive viability. By combining these aggressive monetization tactics with a commitment to continuous content updates, Chinese developers are effectively sustaining growth and deepening their footprint across the global gaming landscape throughout 2024.

market-analysis monetization user-acquisition+5

LiftoffJan 2024

Report

2024 Analysis of OTT Usage Patterns and Content Consumption in Korea

The analysis evaluates South Korean over‑the‑top (OTT) video consumption, aiming to map content preferences, usage intensity, gender‑based viewing patterns, and drivers of subscription cancellation. It situates Korean OTT behavior within the broader online video market, drawing on multiple surveys conducted between June 2023 and November 2024 and covering a combined sample of roughly 3,200 respondents ranging from teenagers to adults in the 20‑59 age bracket. Domestic dramas emerged as the leading content category, capturing 48 % of viewing share, closely followed by OTT‑produced originals at 45 %. Gender differentials were pronounced: 67.1 % of female respondents reported watching dramas compared with 41.5 % of males, while males favored entertainment programs (58 %), news (33.1 %) and sports (35.2 %). Overall engagement was high, with 81.7 % of users streaming at least once per day and an additional 16.3 % accessing services weekly, indicating entrenched daily consumption habits. Cancellation motives clustered around cost and content scarcity. Sixty‑one percent of respondents cited the burden of usage fees as the primary reason to terminate a subscription, and 51 % pointed to a perceived lack of worthwhile content. Secondary factors included fee increases (31 %), limited viewing time (19 %), and the conclusion of favored series (18 %). These insights derive from data supplied by MezzoMedia, Gallup Korea, the Ministry of Science and ICT, the National Information Society Agency, and the Korea Creative Content Agency, employing structured questionnaires administered over defined survey windows. The findings underscore the importance of affordable pricing and fresh, locally resonant programming for sustaining OTT growth in Korea.

market-analysis south-korea streaming+1

KOCCA – Korea Creative Content AgencyJan 2024

Report

Global Games Market Report 2024

The Global Games Market Report 2024 projects a modest 2.1 % year‑over‑year growth, bringing worldwide revenues to $187.7 billion in 2024 and reaching $213.3 billion by 2027 at a 3.1 % compound annual growth rate. PC gaming remains the largest segment, generating $43.2 billion in 2024 and accounting for roughly 22 % of total revenue by 2027, while consoles are expected to rise to a 30 % share as cross‑platform releases become more common. Mobile revenue growth has slowed after the pandemic, and its market share is projected to decline further, underscoring a shift toward PC‑centric titles. Player numbers are set to climb to 3.42 billion, a 4.5 % increase driven largely by PC adoption; mobile and console growth are more modest at 3.5 % and 2.3 %, respectively. The report’s methodology blends primary consumer research, macro‑economic data, app‑store feeds, and public company financials to estimate players, payers, and revenue streams. It also highlights the rising influence of user‑generated content (UGC) and cross‑generational appeal, noting that Gen Alpha and Gen Z together represent 94 % and 86 % of online gamers, respectively. UGC is emerging as a significant revenue source for both studios and creators, demanding strategies that balance older and younger player habits. Key insights emphasize the growing importance of IP‑driven franchises, licensing, and transmedia ventures for revenue generation. Detailed breakdowns cover game delivery models, monetization tactics, genre performance, and regional revenues—including VR and cloud gaming metrics. The report promotes tailored consulting services such as TAM sizing, genre teardowns, audience analysis, campaign measurement, and live‑service strategy to help studios optimize development, marketing, and monetization in an increasingly competitive landscape.

market-analysis monetization player-demographics+1

NewzooJan 2024

Report

Digital Services Report

The quarterly Digital Services Report presents a comprehensive snapshot of the global digital services landscape for Q2 2024, focusing on mergers and acquisitions, fundraising activity, market trends, and key performance indicators across technology-enabled services. The report highlights a robust deal pipeline, with 350+ disclosed M&A transactions totaling over $7.4 billion and 880+ fundraising deals raising more than $8.1 billion, underscoring continued investor confidence despite macro‑economic uncertainty. Notable transactions include Cognizant’s $1.3 billion acquisition of Belcan, EQT’s $3.0 billion purchase of Perficient, and Virtusa’s acquisition of ITMAGINATION, illustrating a strategic shift toward digital transformation capabilities. Fundraising highlights feature Sikich’s $250 million minority investment from Bain Capital, Uniqus Consultech’s $10 million Series B led by Nexus Ventures, and Raft’s $60 million venture round from Washington Harbour. Market analysis identifies generative AI and other AI‑powered technologies as primary catalysts for future deal momentum, with expectations of heightened M&A activity in Q3 2024 driven by pent‑up demand and abundant private equity capital. Geographic coverage spans North America, Europe, and Asia-Pacific, with a focus on technology‑enabled services such as cloud migration, cybersecurity, business intelligence, and data analytics. Methodology relies on proprietary Drake Star analysis of M&A and private placement databases, supplemented by secondary sources including Capital IQ, PitchBook, and SimilarWeb. The report concludes that corporates increasingly pursue inorganic growth to unlock value, achieve efficiencies, and stay ahead of technological disruption. It positions digital services as a high‑growth sector poised for continued consolidation and innovation, offering investors and executives actionable insights into emerging trends and strategic opportunities.

market-analysis mergers-acquisitions global

Drake StarJan 2024

Report

The State of Gaming 2024

The global mobile gaming market underwent a significant correction in 2023, characterized by a 10% decline in downloads and a 2% dip in overall revenue. This downturn was primarily driven by escalating user acquisition costs and a post-pandemic stabilization of consumer habits. A distinct shift in player preference emerged as mid-core revenue fell by 9%, while casual and hybrid-casual segments grew by 8% and 30%, respectively. Despite these macro challenges, breakout successes like Monopoly Go! and Royal Match proved that innovative monetization and robust live operations can still yield massive returns in a tightening market. Marketing strategies have evolved to prioritize high-impact collaborations and mobile advertising, which now commands 67% of global gaming ad spend. The industry is seeing a move toward gender parity in mid-core gaming, while platform-specific engagement has become more specialized, with TikTok attracting core gamers and Facebook remaining a stronghold for the female-skewing casual demographic. To mitigate rising costs, developers are increasingly leveraging intellectual property and transmedia expansions to drive organic discovery and long-term player retention. Geographically, the industry focus is shifting toward emerging markets such as Latin America and the Middle East, where lower costs per install in countries like Brazil and Saudi Arabia offer new avenues for growth. While external subscription models, such as Netflix Games, experienced a 194% surge in downloads, they currently represent a small and largely unprofitable portion of the total ecosystem. Consequently, the prevailing industry strategy emphasizes the optimization of existing titles through aggressive live operations and brand partnerships rather than relying solely on new user acquisition in saturated Western markets.

market-analysis global mobile+1

Sensor TowerJan 2024

Report

Q4 2024 Digital Market Index

In Q4 2024 global in‑app purchase revenue reached a record $39.4 billion, up 13.5% year‑over‑year, with non‑game apps now nearly matching game revenue at $19.2 billion versus $20.2 billion. iOS dominates the market, generating roughly 70% of IAP revenue ($30 billion) and outpacing Google Play’s growth (15.4% versus 9.7%). Overall app downloads remained flat at about 34 billion, while non‑game downloads increased and game downloads stabilized after a pandemic peak. Strategy titles emerged as the most lucrative segment, generating over $4.8 billion in IAP revenue—a 80% quarter‑over‑quarter lift that offset an 11% year‑over‑year decline in RPGs. Strategy games also accounted for six of the top ten download growth drivers, with a 26% year‑over‑quarter increase. In contrast, RPG revenue fell 29% globally, though regional pivots in Korea—where strategy and puzzle games grew 55% and 14%, respectively—helped mitigate the loss. Puzzle titles also contributed to overall download growth. TikTok (including Douyin) led non‑game app monetization, delivering $6 billion in IAP revenue for the year—more than double any other app or game. Advertising spending in the United States reached $34 billion in Q4, with social media platforms capturing 77% of the spend; TikTok experienced the fastest year‑over‑year growth at 22%. Amazon drove U.S. digital ad spend growth, supporting campaigns for Audible, Prime Video and Amazon Music, while other major advertisers such as Verizon, Liberty Mutual, Coca‑Cola, Microsoft, Epic Games, Target and Walmart increased spend—particularly on gaming and social platforms. Retail‑media impressions hit a record 80 billion, up 4% year‑over‑year, with Walmart and Target dominating the top ten categories and Best Buy‑Samsung and Chewy‑Nestlé emerging as the most viewed co‑branded pairs. Collectively, these findings illustrate a strategic shift toward strategy titles, the continued dominance of TikTok in app monetization, and an outsized role for social media advertising and retail‑media partnerships during the holiday peak. The data cover global markets with a focus on U.S., Korean, and broader digital advertising trends for the fourth quarter of 2024.

market-analysis global mobile+1

Sensor TowerJan 2024

Report

Inside Gaming: It's Personal! 2024

The 2024 Inside Gaming analysis reveals that video games have evolved into a primary medium for identity formation and self-expression, surpassing traditional motivations like competition or time-killing. Based on a global survey of 5,000 entertainment and gaming consumers alongside proprietary first-party data, the findings indicate that 46% of players now prioritize creation and imagination as their primary reason for gaming, marking a 10% year-over-year increase. This shift is driving significant engagement, as players who view gaming as a platform for authenticity are 30% more likely to increase their playtime compared to previous years. The data highlights a profound psychological disconnect between players' digital and physical lives, with 80% of respondents stating their gaming personality differs from their real-life persona. Furthermore, 64% of gamers find it easier to be themselves with a controller in hand than in person. This desire for authenticity is reflected in gameplay preferences, where 76% of players utilize character personalization and 48% focus on unique gamertags to express themselves. Games that facilitate this expression through in-game customization, vast open worlds, and constant updates see 60% higher engagement than industry norms, a trend exemplified by titles such as Roblox, Fortnite, and The Sims. There is a significant commercial opportunity for brands to bridge the gap between virtual and physical identities. Nearly half of all players express a desire for their real-life presence to mirror their gaming presence, particularly regarding physical appearance and skill sets. This sentiment is especially strong among marginalized and younger demographics, including women, non-binary individuals, and multicultural players. Consequently, 72% of consumers report they would view brands more favorably if those companies helped them translate their gaming-inspired self-expression into the real world through products, skills, or lifestyle alignments.

market-analysis player-behavior marketing+1

FandomJan 2024

Report

Serbian Gaming Industry Report 2023

The 2023 Serbian gaming industry assessment quantifies the sector’s rapid expansion, maps its ecosystem, and evaluates the conditions shaping future growth. Drawing on a 97‑question survey that reached 80 % of the domestic ecosystem and validated financial data for the 21 leading firms, the analysis establishes a clear upward trajectory for Serbia’s game development landscape. Total industry revenue reached €175 million, a 17 % year‑on‑year increase, while the workforce nearly doubled to roughly 4,300 professionals. The market now hosts 38 active studios producing 81 titles, with mobile‑first games still dominant but ceding share to core and original‑IP projects. Talent inflows from Russia, Ukraine and Belarus, together with 70 % of respondents expressing optimism, underpin this momentum, and a quarter of companies are planning foreign offices despite lingering concerns over tax incentives and regulatory red tape. The ecosystem comprises more than 140 companies and over 500 regional stakeholders, featuring high‑profile successes such as Foxy Voxel’s “Going Medieval” (850 k+ copies), GameBiz Consulting’s $250 million revenue from 80+ global studios, Onyx Studio’s 57 million monthly players, and Sozap’s NASDAQ listing with 30 million downloads. Collaborative ties with DICE/EA, Microsoft, Google and Epic Games, alongside mentoring programmes, Gamescom exposure, and the Shift2Games and Playing Narratives initiatives, reinforce Serbia’s emergence as a European development hub. At the same time, the rollout of generative‑AI tools raises IP, privacy and deep‑fake risks, prompting EU‑wide regulatory scrutiny. Overall, the sector is maturing into a diversified, internationally connected hub with strong growth prospects. Realising its potential will require addressing regulatory and fiscal barriers, leveraging AI responsibly, and sustaining education and mentorship programmes that nurture talent and support SMEs in scaling their operations.

market-analysis monetization investment+1

SGAJan 2024

Report

Global MSP Report

The Global MSP Report presents a comprehensive analysis of the managed services provider (MSP) market, focusing on transaction activity, valuation trends, and strategic consolidation across the United States and Europe. The report documents a sharp increase in private‑placement activity during Q4 2024, with deal value rising from $34 million in Q3 to $2.2 billion, driven largely by platform deals and a 83% share of total activity involving strategic buyers acquiring multiple MSPs. Strategic consolidation remains robust, with six of the top ten players each adding at least four MSPs between 2023 and 2024, while financial investors continue to focus on single‑company investments. Market valuation data indicate that the global MSP sector reached $305 billion in 2024 and is projected to grow at a CAGR of 7.2% to $571 billion by 2033, reflecting escalating IT complexity and demand for cost‑efficient services. Deal concentration is highest in IT services (88% of Q4 2024 activity), with software, networking, and communications sectors contributing smaller shares. The report lists 58 announced M&A deals in Q4 2024, with a total of 500 transactions completed since 2013 by the reporting firm. Key outcomes highlighted include rapid deployment of new technology, cost efficiency gains, and enhanced service capabilities. The analysis draws on Pitchbook and Drake Star data, covering 2023‑2024 transactions across North America, Europe, and the Middle East, and provides detailed transaction tables for individual deals, including revenue, deal size, and acquirer information.

market-analysis mergers-acquisitions investment+1

Drake StarJan 2024

Report

State of Free-to-Play on Steam in 2024

The free-to-play (F2P) market on Steam represents a dominant but increasingly consolidated segment of the PC gaming industry. In 2023, F2P titles accounted for 51% of all player engagement hours on the platform, despite representing a small fraction of the total games available. This engagement is heavily concentrated at the top, with the 25 most popular titles capturing 88% of all F2P playtime. The market is characterized by significant stagnation among top performers; the average age of a top-ten F2P game is seven years, and only two new titles have successfully broken into and remained in the top ten over the last three years. Geographically, the F2P ecosystem is driven by three "Tier 1" territories—the United States, China, and Russia—which collectively account for nearly 40% of the global F2P player base. Success in this segment typically requires catering to at least one of these major markets. However, the traditional F2P model is facing new competition from a rising "middle ground" of premium titles priced between $20 and $40. Recent hits like Palworld and Helldivers 2 demonstrate that paid games with live-service elements can successfully siphon engagement away from purely free titles by offering high-quality experiences with modern monetization structures. The analysis utilizes data from the Video Game Insights platform, primarily measuring success through average concurrent users (CCU) and total hours played. The findings suggest that while the F2P market remains a massive engine for player engagement, the "winner-takes-all" nature of the segment makes it increasingly difficult for new entrants to displace established giants like Counter-Strike and Dota 2. Consequently, developers are finding success in hybrid models that combine upfront costs with long-term live-service support.

market-analysis monetization steam

Video Game InsightsJan 2024

Report

Video Games Europe Manifesto 2024-2029

Europe’s video‑game sector has expanded by 16 % between 2019 and 2024, now delivering €24 billion in revenue and employing roughly 110 000 highly‑skilled workers. More than half of the continent’s gamers are under 20 years old, and nearly half of parents rely on the PEGI age‑rating system to ensure safe play. The industry’s dual nature—combining advanced technology with creative content—underpins a call for EU‑level measures that preserve an open, tax‑free single market, extend the Creative Europe programme, apply the General Exemption Regulation to games, and reinforce intellectual‑property protection while investing in digital‑skill education, particularly STEM pathways for girls. The PEGI framework, supported by co‑regulation, has already classified around 40 000 titles across 40 European countries, halving non‑compliance penalties and cutting energy‑consumption violations by roughly 20 %. Nevertheless, the sector faces a regulatory load of 850 new EU obligations (over 5 000 pages of rules) introduced between 2017 and 2022. A shift toward transparent self‑regulation is advocated, emphasizing clearer in‑game purchase disclosures, stronger parental‑control tools, and EU‑wide educational programmes to close digital‑skills gaps and attract diverse talent. Safety‑by‑design requirements now obligate all publishers to integrate PEGI‑based age classification, parental‑control portals, chat moderation, purchase limits and time‑spending caps, reflecting the predominance of minors among players. The climate‑and‑inclusion agenda shows progress: women represent 23.7 % of the video‑game workforce, surpassing the 17 % share in the broader ICT sector, and industry members are adopting gender‑equality guidelines and green initiatives such as the Green Game Jam. Coordinated self‑regulation, targeted public funding, and unified online‑safety strategies are presented as essential to sustain economic contribution, foster innovation, and position Europe as the leading hub for socially responsible game development.

market-analysis player-demographics diversity-inclusion+1

Video Games EuropeJan 2024

Report

The Xsolla Report: State of Play (Autumn 2024 Edition)

Mobile gaming is now the dominant segment of the global video‑games market, generating $98.7 billion in 2024, of which roughly two‑thirds ($65 billion) originates from Asian economies. The rapid expansion of smartphones, high‑speed connectivity, and localized content have driven this growth, positioning mobile titles as the primary source of interactive entertainment worldwide. A pivotal shift is the emergence of direct‑to‑consumer (D2C) web shops as essential revenue channels for mobile developers. Awareness of these storefronts is extremely high, with 81 % of players recognizing them and 77 % having completed at least one purchase. Although only a small “whale” cohort—between two and six percent of the player base—accounts for 95 % of in‑app spending, this segment also delivers superior retention and lifetime value, underscoring its strategic importance for monetisation strategies. Empirical case studies illustrate the financial upside of integrating D2C web shops. Titles such as Tilting Point’s *Warhammer: Chaos and Conquest* and *Star Trek Timelines* achieved revenue lifts of up to 50 % after adding web‑shop functionality, leveraging exclusive content, personalised offers and frictionless payment methods to stimulate repeat purchases. These findings suggest that developers who adopt low‑friction, web‑based commerce can capture a larger share of the whale segment while also expanding overall player spend. Overall, the data indicate that the mobile gaming ecosystem is maturing into a highly concentrated market where a minority of high‑spending users drive the majority of revenue. Strategic investment in D2C web‑shop infrastructure and targeted offers for whales presents a clear pathway for developers to enhance monetisation, improve player retention, and sustain growth in an increasingly competitive global landscape.

market-analysis player-behavior mobile+1

XsollaJan 2024

Report

Sensor Tower Global Mobile Gaming Industry Outlook 2024

Global mobile gaming experienced a minor 2% year-on-year decline in in-app purchase revenue in 2023, totaling $76.7 billion. Despite this slight contraction, the market remains 22% larger than pre-pandemic levels in 2019. Projections indicate a recovery to $78 billion in 2024, with a long-term growth trajectory expected to surpass $100 billion by 2028 at an average annual growth rate of 6.8%. These findings are based on Sensor Tower App Performance Insights, covering the App Store and Google Play across major global markets including the United States, China, Japan, and South Korea. The industry is currently defined by a shift in consumer spending from mid-core and hardcore titles toward casual and hybrid-casual models. Casual game revenue grew 8% to $28.6 billion in 2023, now accounting for 38% of the global market. Hybrid-casual games showed the most aggressive growth, increasing 30% to exceed $2.1 billion. In contrast, traditional high-revenue genres like RPGs and Strategy games both saw 10% revenue declines as the pandemic-era stay-at-home boost faded. Despite these drops, RPGs and Strategy remain the largest individual segments, generating $20 billion and $14.8 billion respectively. Geographically, the United States remains the largest market at $22.2 billion, followed by the Chinese iOS market at $15.1 billion. While the Japanese and South Korean markets saw declines of 13% and 7% respectively, specific titles defied broader trends. MONOPOLY GO! and Royal Match emerged as major drivers in the casual sector, with the former generating $1.2 billion and the latter surpassing Candy Crush Saga in monthly revenue. In the mid-core space, new entrants like Honkai: Star Rail and Whiteout Survival achieved significant growth, particularly in APAC markets, by utilizing innovative themes and integrated gameplay mechanics.

mobile market-analysis monetization+2

Sensor TowerJan 2024

Report

State of Performance Marketing for Videogames

The 2024 performance marketing landscape for PC and console gaming is defined by a strategic shift toward high-engagement platforms and the integration of first-party data to combat rising acquisition costs. Meta and YouTube remain the dominant forces in media planning, appearing in 75% and 44% of campaigns respectively, while Twitch has emerged as the conversion leader with a 12% success rate. This recovery period is marked by a rebound in free-to-play retention to 46% and a significant evolution in platform utility. Notably, Reddit has transformed into a high-value retention hub following an overhaul of its advertising infrastructure, and Twitter (X) continues to serve as the primary conduit for reaching the PlayStation demographic. The industry is increasingly moving toward automation and data-driven targeting to optimize creative assets and audience reach. AI-driven tools such as Google’s Performance Max and TikTok’s Performance Automation are becoming standard, while the utilization of first-party data has proven critical, yielding conversion lifts of up to 63% in Meta-based campaigns. These technological advancements are complemented by the continued growth of influencer marketing, which currently outperforms traditional ad networks with a 4.25% conversion rate and a robust 38.95% Day 7 retention rate. Despite the effectiveness of creator-led activations, the sector faces logistical hurdles regarding contracting, key distribution, and return-on-investment analysis. To mitigate these complexities, marketers are adopting sophisticated attribution tools to unify performance metrics across paid media and influencer channels. This holistic approach allows for a more precise understanding of player behavior and engagement across the global PC and console segments, ensuring that marketing spend is directed toward the most authentic and high-retention audience segments.

advertising market-analysis global+2

GamesightJan 2024

Report

State of Free to Play on Steam in 2024

The analysis evaluates the free‑to‑play (FtP) segment on Steam, highlighting its dominant share of player engagement and the increasing difficulty for new titles to break through. In 2023, FtP games accounted for 51 % of total hours played on the platform, despite premium titles comprising the majority of releases. Engagement is highly concentrated: the top 25 FtP titles generate 88 % of all FtP activity, the top 10 capture roughly 70 %, and the top five hold nearly 60 % of concurrent users (CCU). Counter‑Strike 2 and Dota 2 continue to lead the charts, with eight of the ten highest‑CCU games in 2023 being FtP, while only one premium title (Rust) appears in the list. The market shows signs of compression as high‑quality premium and paid‑live‑service games erode FtP share. Between 2021 and 2024, premium titles priced $10‑$50 grew from 31 % to 37 % of total playtime, and flagship releases such as Elden Ring and Hogwarts have boosted the over‑$50 segment. Nonetheless, FtP titles remain older on average; the top ten FtP games have a mean age of seven years, and only two new entries (Call of Duty Warzone and Naraka: Bladepoint) have entered the top‑ten

market-analysis steam global+1

Video Game InsightsJan 2024

Report

2024 E‑Sports Viewership and Engagement Trends in Korea

The analysis aims to map current e‑sports viewership and engagement patterns among South Korean audiences, highlighting how consumption devices, platforms, and motivations shape the market and indicating the potential for offline event conversion. Findings reveal a sharply concentrated viewing environment: personal computers account for 38.2 % of primary devices and mobile phones 35.9 %, together representing 74.1 % of usage, while laptops, tablets and televisions capture smaller shares. Platform preference is even more centralized, with YouTube commanding 78.5 % of respondents, far ahead of SOOP (14.1 %) and CHZZK (7.2 %). Regularity of consumption is high; 38.5 % of participants watch e‑sports 1–2 times per week and 20.4 % watch 3–4 times weekly, meaning at least 58.9 % engage at least once a week. Weekday sessions cluster around one hour for the majority, whereas weekend viewing extends, with 22 % spending two hours on weekdays and 28.6 % doing so on weekends; longer sessions of five hours or more occur for 4.7 % of weekday viewers and 8.1 % of weekend viewers. Motivational drivers are dominated by entertainment and self‑improvement: 62.1 % watch because the game is fun, 41.9 % seek to enhance their own gameplay, and 37.5 % cite stress relief. Additional reasons include boredom or free access (27.3 %), support for specific players (22.1 %), and social bonding with friends or coworkers (8.6 %). The survey, conducted between June and August 2024, sampled 1,858 South Korean e‑sports viewers aged ten and older, with data supplied by C&I Research and the Korea Creative Content Agency. A clear majority—62.7 %—expressed willingness to attend live e‑sports events, while 26.9 % remain undecided and 10.4 %

market-analysis player-demographics esports+1

KOCCA – Korea Creative Content AgencyJan 2024

Inside Gaming: It's Personal!

Southeast Asian Mobile Game Market Insights 2024

Guide to Growing Chinese Gaming Apps Overseas: 2024

2024 Analysis of OTT Usage Patterns and Content Consumption in Korea

Global Games Market Report 2024

Digital Services Report

The State of Gaming 2024

Essential Facts About Video Games in Italy 2024

Q4 2024 Digital Market Index

Inside Gaming: It's Personal! 2024

Serbian Gaming Industry Report 2023

Global MSP Report

State of Free-to-Play on Steam in 2024

Video Games Europe Manifesto 2024-2029

The Xsolla Report: State of Play (Autumn 2024 Edition)

Sensor Tower Global Mobile Gaming Industry Outlook 2024

State of Performance Marketing for Videogames

State of Free to Play on Steam in 2024

Global Sports Tech Report 2024

2024 E‑Sports Viewership and Engagement Trends in Korea