https://www.marketing-beat.co.uk/2024/10/22/dentsu-gaming-data-new/#:~:text=Data%3A%20Dentsu%20findings%20reveal%20gaming,than%20music%20and%20film%20combined&text=A%20new%20report%20from%20Dentsu,(33.9bn)%20in%20scale.

A new report from Dentsu reveals that the value of the gaming industry has reached £141.7bn ($184bn), surpassing the combined values of both the music ($28.6bn) and film industries (33.9bn) in scale.

These findings are revealed in the holding company’s newest “State of Gaming” report, created with global consumer research company GWI.

Some 2.4 billion people around the world use a device to play games, and this is increasingly spanning a wider range of generations. The average age of a gamer has gone up from 33 years of age in 2015 to 37 in 2024.

Over half (51%) feel favourable about entertainment franchises expanding into gaming, while more and more gamers are also switching between gaming and entertainment content within the same hour.

Dentsu’s research showed that in-game advertising was highly impactful – viewability was at 99%, while brand recall was 21%.

Despite this, gaming advertising spend remains low at under 5% in the US. Most ad spend was on search at £69.86bn ($90.73bn), followed by social networks £66.8bn ($86.75bn).

Dentsu EVP global gaming lead Brent Koning said: “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.”