"Dentsu Claims: Gaming Industry Overpowers Music and Film Industries Combined"
The gaming landscape is evolving, and a recent study by Dentsu, in collaboration with GWI, has shed light on some key trends and opportunities for brands within this expanding market.
Firstly, the proportion of gamers who are also parents has increased from 50% to 56%, indicating a growing demographic of individuals balancing their gaming hobby with parental responsibilities. However, the study did not provide specific data on the total number of parents who are gamers.
The gaming industry, with a market value of $184 billion, surpasses the combined value of the global box office and music industry, demonstrating its significant economic impact. Yet, despite this vast audience of over 3.38 billion gamers worldwide, advertisers invest less than 5% of global media and advertising budgets into the video game industry.
In terms of demographics, the average age of a gamer has risen to 37, and over half of the global gamer population subscribes to an entertainment streaming service. Interestingly, 84% of internet users between 16 and 64 are gamers, suggesting a widespread participation in gaming across various age groups.
However, the study did not provide specific data on the total number of gamers using devices, the number of gamers subscribing to entertainment streaming services, or the percentage of luxury buyers who are gamers.
Magali Huot, VP Global Gaming Strategy at Dentsu, emphasised the importance of forgetting stereotypes and understanding the audience in gaming. Brent Koning, EVP Global Gaming Lead at Dentsu, also highlighted numerous opportunities for brands in the gaming industry today.
One such opportunity lies in the high engagement potential of gaming environments, offering higher viewability and attention rates, making them a promising channel for advertising. Gaming is recognised as a key platform where fandoms deepen and spread, providing brands with an opportunity to expand their entertainment IP into gaming formats and enhance consumer engagement.
Digital word of mouth, often facilitated by gaming influencers, can build trust and encourage brand purchases within gaming communities. For example, 44% of Twitch viewers have bought products recommended by their favourite streamers.
A significant portion of consumers, especially Gen Z, engage with game IP in various ways beyond playing, offering opportunities for brands to interact with their audience across multiple platforms. Integrated gaming marketing plans have touchpoints in playing, watching, and creating in and around games.
Collaborations such as Porsche x Overwatch 2 are emerging due to the wide range of lifestyles of the gamer population. Brands can build credibility with gaming communities by supporting the games that players subscribe to.
Interestingly, one in eight gamers eats fast food more than once a week, although the study did not provide specific data on the total number of gamers who eat fast food frequently.
On October 22, Dentsu published the 2024 State of Gaming report, outlining these trends and opportunities for brands within the gaming industry. QSR (Quick Service Restaurants) may find a huge opportunity in the gaming industry, as gamers represent a significant and highly engaged audience.
In conclusion, while there is a disconnect between the scale of the gaming audience and the current level of advertising investment, gaming represents a significant opportunity for brands to engage with highly engaged audiences. Brands that understand and cater to the unique needs and interests of the gaming community can reap the benefits of this rapidly growing market.
- The study by Dentsu and GWI revealed that 84% of internet users between 16 and 64 are gamers, indicating a vast and diverse audience for advertising in the gaming industry.
- Within the gaming landscape, gamers are not just playing games, but also engaging with game IP in various ways, such as eating fast food, offering opportunities for QSR brands to interact with their audience.
- Digital word of mouth, often facilitated by gaming influencers, can significantly impact brand purchases within gaming communities. For instance, 44% of Twitch viewers have bought products recommended by their favourite streamers.
- Gaming platforms are recognized as key platforms where fandoms deepen and spread, providing brands with an opportunity to expand their entertainment IP into gaming formats and enhance consumer engagement, thereby offering a promising avenue for marketing strategies.
