This analysis evaluates the effectiveness of paid advertising platforms for PC and console games based on 2022 industry data. The primary thesis suggests that while paid marketing for premium games often lacks direction, a metrics-led approach reveals significant disparities in performance across social and video platforms. The findings are based on aggregated campaign data from Gamesight, focusing on impressions, conversions, and retention across major networks including TikTok, YouTube, Twitter, and Facebook.

Key findings indicate a shift toward short-form video content, with TikTok seeing a 115% increase in usage despite a significant drop in conversion rates from 2.65% to 0.96%. This suggests TikTok is highly effective for brand awareness and reach but suffers from low engagement due to its fast-paced nature. In contrast, YouTube provides lower volume but higher conversion rates. Social platforms generally outperformed non-social networks in user retention by 40%. Furthermore, the data highlights a platform-specific performance gap: gaming ads achieved a 43% higher conversion rate on desktop compared to mobile, with TikTok being the notable exception as it performed nine times better on mobile devices.

The scope of the analysis also includes a case study of Deep Rock Galactic to illustrate long-term growth and engagement metrics. The title demonstrated a 50% year-over-year increase in Steam daily active users and reached 5.5 million units sold by the end of 2022. The data underscores the impact of subscription services, noting that 9.5 million users claimed the title on PlayStation Plus. Collectively, these insights suggest that while ROI is difficult to track for console and PC titles due to limited granular data, strategic platform selection—balancing TikTok’s reach with YouTube’s conversion—is essential for effective game discovery.