WHY GAMING NOW? TIME SPENT VS. AD SPEND The U.S.
gaming audience is massive and diverse, yet there needs to be a substantial misalignment between consumer and ad spending in gaming.
Two out of three people in the U.S.
games through various platforms, and gaming is third only to TV social media audiences spend their time.
2 Despite this, brands and agencies interviewed less than 5% of their total media spend on gaming advertising. MediaScience compiled data to understand where gaming ad revenue sits within the larger media landscape.
eMarketer reported that advertising revenue in gaming across mobile, digital video, and exports totaled $8.6 billion in 2022, a 7% increase year-over-year.
Source: Newzoo Consumer Research, Online Population Aged 10-50, 2022 +7% +32%
Looking Ahead
While respondents in the study report that they expect their spending to increase in 2023, participants shared a few common reasons why their spending on gaming advertising is currently low.
About half of the agencies reported that their clients come from traditional backgrounds to get them on board with gaming.
A third of brands shared that their agency guides their ad budgets and are not actively suggesting gaming, or it’s often one of the last opportunities presented to them.
And nearly all respondents shared that uncertainty in the economy has affected their willingness to invest in innovation, which is where many categorize gaming—although they will activate across nearly every other channel in 2023.
Last year was 3%, and in 2021 it was 1%, slowly increasing.
I expect more to come, especially now that we have a measurement in place and are so many new things to unlock with gaming. -
Agency
Entertainment
Software
Association, 20221
Newzoo Consumer
Research, 20222 If we look at some of our brands, they are in gaming. But it feels like on the precipice of this becoming something.
0 Comments