On 22 October, Dentsu published its 2024 State of Gaming report in collaboration with GWI. The report features an analysis of the current landscape, revealing that the industry’s value is worth more than that of music and movies combined; specifically, gaming has a market value of $184 billion, while the global box office and the music industry are worth $33.9 billion and $28.6 billion, respectively. Despite this, gaming makes up less than 5% of advertising spend.
The report offers insights into the global gamer population, which currently sits at 3.38 billion. According to Dentsu’s findings, 2.4 billion use a device to play games and half subscribe to an entertainment streaming service.
Brent Koning, EVP Global Gaming Lead at Dentsu, commented in a press release: ‘There are too many opportunities for brands to ignore in gaming today. Integrated gaming marketing plans have touchpoints in playing, watching, and creating in and around games. Brands can be active participants and build credibility with these communities by supporting the games that players subscribe to. A thoughtful gaming strategy will then be rewarded by consumers, with brand love, when the value exchange is created for the player.’
The study further sheds light on the wide range of lifestyles of the gamer population. Three-quarters of luxury buyers are gamers and over half play games on their phones. As a result, we are seeing the emergence of collaborations such as Porsche x Overwatch 2.
Another notable finding is that gaming and mealtimes ‘go hand-in-hand’ and one in eight gamers eat fast food more than once a week. In other words, there is a huge opportunity for QSR (Quick Service Restaurants).
Looking at ages, the study found that 84% of internet users between 16 and 64 are gamers. What is more, the average age of a gamer has risen to 37 from 33 in 2015. In addition, the percentage of gamers who are parents has also increased from 50% to 56%.
Magali Huot, VP Global Gaming Strategy at Dentsu, said: ‘Even though gaming is growing up and reaching all ages, the label of being a ‘gamer’ still carries some outdated stereotypes. When considering how your brand can tap into the gaming world, it’s important to forget the labels and really understand your audience — how they play, what drives them, and what they enjoy — that’s where the real opportunity lies.’
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