Dentsu
Dentsu is a global advertising and marketing network that combines creativity, media, data and technology to help brands grow. It publishes reports and articles on gaming, including audience attention and the future of gaming.
Documents
Future of Gaming and Attention
The article highlights findings from Dentsu UK’s “Ready Player Brand” report, released at the Campaign Gaming Summit where Overwolf served as headline sponsor.
- Gaming now engages 70% of UK adults, with 86% of these players logging in on a weekly basis.
- Consumer attention is shifting away from traditional media, as 25% of UK gamers plan to reduce social media use and 20% plan to cut back on streaming TV and film over the next five years.
- Gaming is a core component of personal identity for 52% of UK adults, a figure that rises to 70% among Millennials and 69% among Gen Z.
Engaging Gen Z Through the Power of Gaming
The primary objective of this industry discussion is to outline effective strategies for brands and agencies to engage the Gen Z demographic through gaming environments.
- Overwolf Ads reaches over 100 million monthly gamers across hundreds of major game titles and premium gaming websites.
- Gaming is increasingly positioned as a primary social media channel for engaging Gen Z audiences.
- Effective gaming advertising strategies rely on 'Rewarded Moment-Triggered Ads' and tailored, gaming-specific creative content.
Engaging Gen Z Through the Power of Gaming: Advertising Week New York 2024
The primary objective of the Overwolf and Dentsu collaboration at Advertising Week New York 2024 is to redefine the role of gaming within modern marketing strategies.
- Overwolf Ads partnered with dentsu at Advertising Week New York 2024 to present strategies for engaging Gen Z audiences through gaming environments.
- The collaboration focused on positioning gaming as a primary social media channel and utilizing real-world brand case studies, such as Pringles, to demonstrate effective scale.
- Industry discussions are shifting from treating gaming as an experimental 'innovation budget' item to a proven channel for delivering measurable ROI for non-endemic advertisers.
For the Game
The global gaming industry has matured into a primary cultural and entertainment hub, projected to reach 3.5 billion players and $225 billion in revenue by 2025.
- The global gaming industry is projected to reach 3.5 billion players and $225 billion in revenue by 2025.
- 40% of U.S. consumers participate in gaming primarily to foster a sense of belonging, shifting the industry from simple leisure to a community-driven ecosystem.
- Brands must abandon traditional, interruptive advertising in favor of motivation-based segmentation models that utilize data-fusion methodologies across 21 global markets.