Gaming boom7 Jan 2021 16:07
https://www.thedrum.com/opinion/2021/01/05/six-global-trends-advertisers-need-incorporate-their-2021-strategies
The gaming boom
Gaming has been on the rise over the past few years, with a significant boost in gamers' numbers and, consequently, investments into the esports industry which brought in $186.3 million in September 2020 alone. However, COVID and stay-at-home orders pushed those numbers higher than anyone had predicted. Currently, there are 3.4 billion digital gamers and that number is expected to continue to grow at a rapid pace. For comparison, the top two social networks, Facebook and YouTube, have 2.7 billion and 2 billion daily active users, respectively.
What does this mean for advertisers?
Gaming is an advertising channel that is no longer a 'nice to have' and should now be considered an integral part of a multi-touch strategy. Spurred by an increase in players, rapid technological advances, and the growing relationships between advertisers and game developers, the in-game advertising market is expected to grow by USD 1097 billion, with a CAGR of nearly 20% over the next few years.
Advertisers should incorporate in-game advertising into their media buying strategy to capitalize on the reach that gaming offers. It is an especially effective channel for communication with millennials and Gen Z, both of which have come of age and have great spending power. The channel has evolved into one that offers many of the same campaign measurements that other platforms already have and is ready for its prime-time debut into the media ecosystem.
In-game ads offer brands a unique way to connect with an audience with tremendous spending power and influence. What sets this ad channel apart from others is the level of engagement it demands from users. When gamers play, they are fully invested and fully focused, not distracted by a second screen, which is often the case as users scroll through social feeds while watching T.V. This high engagement level gives advertisers a chance to be front and center, increasing brand awareness and affinity due to higher attention spans.
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