The fastest-growing segment of entertainment isn’t movies, TV or even short-form video — it’s gaming. In fact, more than one-third of the world’s population already regularly spends time playing video games, whether it be via traditional console games like Call of Duty, in virtual environments like Roblox and Fortnite, playing mobile games like Candy Crush or Wordle or simply watching other gamers play on platforms like Twitch.
This report examines the gaming ecosystem with an eye to how brands can leverage the unique dynamics of the space to connect with consumers, including:
- An overview of the growth and impact of the gaming sector, both in terms of player demographics and advertising revenue;
- Insight into the gamer mindset to pinpoint what makes this particular consumer segment such a powerful audience for advertisers;
- The various types of ad formats brands can employ to reach gaming audiences; and
- Key platforms and properties for advertisers and examples of successful brand initiatives.
