The 2024 report underscores gaming's popularity and highlights valuable cross-platform advertising opportunities for brands and publishers
RESTON, Va., July 17, 2024 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a global trusted partner for planning, transacting, and evaluating media across platforms, today released its 2024 State of Gaming Report. The in-depth analysis reveals significant trends and insights for advertisers, marketers, and publishers, and addresses the growth of emerging fronts such as Netflix and cloud gaming.
The report revealed that 62% of adults aged 18 and over engage in video gaming. The gaming community shows a strong preference for variety, with 77% of gamers playing on more than one platform (PC, console, or mobile). Interestingly, 45% of gamers don't mind rewarded ads, indicating a potential area for strategic advertising. Additionally, video game-branded movies have proven to be box office successes, further cementing the cultural impact and economic potential of the gaming industry.
"Our 2024 State of Gaming Report highlights the cultural significance of gaming and the vital role of gamer behavior for brands looking to tap into this dynamic and engaged audience," said Steve Bagdasarian, Comscore's Chief Commercial Officer. "Comscore's data empowers advertisers to confidently shift spend into the gaming economy, unlocking incremental reach and media performance by targeting this largely underleveraged brand environment."
"As gaming continues to grow as an advertising channel, more advertisers effectively make it part of their omnichannel strategies to reach and engage vast and diverse audiences," said Itamar Benedy, Anzu's Co-Founder and CEO. "Comscore's 2024 State of Gaming Report helps advertisers better understand gamer behaviors and preferences to deliver more relevant in-game ad experiences to their consumers and get maximum impact from their investments."
More Highlights of the 2024 State of Gaming Report:
| 1. | Gaming Landscape and Audience Growth: | |
| | - In 2023, gamers spent a staggering 45 billion hours on online video content with 77% of gamers playing on more than one platform (PC, console, or mobile).
- Millennials comprise the largest segment in the adult gaming population.
|
| 2. | | Advertising Opportunities in Gaming: |
| | - The gaming sector offers unique advertising formats, such as in-game product placements, rewarded advertisements, and livestream sponsorships.
- Two in three gamers who have seen regular or pop-up ads in games feel that advertisements positively/neutrally impact their gaming experience.
- In-game transactions remain a crucial revenue stream, with 82% of gamers having made an in-game purchase in a freemium game.
|
| 3. | | Social Media and Gaming |
| | - 68% of gamers who agree that "seeing a brand featured in a game makes me more interested in learning more" indicated that they would take to social media to learn more about a brand after seeing it featured in a game.
|
| 4. | | Esports and Livestreaming: |
| | - Esports and livestreaming continue to gain popularity, especially among younger generations. Approximately 86% of Gen Z and 80% of Millennials who are aware of esports have watched, while 53% of Gen Z and 61% of Millennials who are aware of livestreaming have engaged with the content.
- Esports is also a social activity with a vast majority of watchers (79%) indicating that they watch with others.
|
| 5. | | Emerging Fronts in Gaming: |
| | - Cloud gaming and Netflix gaming are emerging trends with significant growth potential. Cloud gaming allows users to play high-end games on low-end hardware without the need for downloads.
- Over two-thirds of gamers subscribe to Netflix, presenting opportunities to increase awareness and usage for Netflix Games.
|
| 6. | | Movies and Gaming |
| | - The box office success of gamer-themed movies like Mario Bros ($574.9 mm), Sonic 2 ($190.9 mm), Uncharted ($148.6 mm), and others should not be overlooked.
|
Find the Comscore 2024 State of Gaming Report at comscore.com/stateofgaming.
About Comscore
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multi-screen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement.
Media Contact:
Marie Scoutas
press@comscore.com
The 2024 report underscores gaming's popularity and highlights valuable cross-platform advertising opportunities for brands and publishers
2024年的报告强调了游戏的受欢迎程度，并强调了品牌和发行商宝贵的跨平台广告机会
RESTON, Va., July 17, 2024 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a global trusted partner for planning, transacting, and evaluating media across platforms, today released its 2024 State of Gaming Report. The in-depth analysis reveals significant trends and insights for advertisers, marketers, and publishers, and addresses the growth of emerging fronts such as Netflix and cloud gaming.
弗吉尼亚州雷斯顿，2024年7月17日（GLOBE NEWSWIRE）——负责跨平台规划、交易和评估媒体的全球值得信赖的合作伙伴comscore（纳斯达克股票代码：SCOR）今天发布了《2024年游戏状况报告》。深入分析揭示了广告商、营销人员和出版商的重要趋势和见解，并探讨了Netflix和云游戏等新兴领域的增长。
The report revealed that 62% of adults aged 18 and over engage in video gaming. The gaming community shows a strong preference for variety, with 77% of gamers playing on more than one platform (PC, console, or mobile). Interestingly, 45% of gamers don't mind rewarded ads, indicating a potential area for strategic advertising. Additionally, video game-branded movies have proven to be box office successes, further cementing the cultural impact and economic potential of the gaming industry.
该报告显示，62％的18岁及以上成年人参与电子游戏。游戏社区表现出对多样性的强烈偏爱，77％的游戏玩家在多个平台（PC、主机或手机）上玩游戏。有趣的是，45％的游戏玩家不介意激励广告，这表明了战略广告的潜在领域。此外，事实证明，电子游戏品牌的电影在票房上取得了成功，进一步巩固了游戏行业的文化影响和经济潜力。
"Our 2024 State of Gaming Report highlights the cultural significance of gaming and the vital role of gamer behavior for brands looking to tap into this dynamic and engaged audience," said Steve Bagdasarian, Comscore's Chief Commercial Officer. "Comscore's data empowers advertisers to confidently shift spend into the gaming economy, unlocking incremental reach and media performance by targeting this largely underleveraged brand environment."
comscore首席商务官史蒂夫·巴格达萨里安表示：“我们的《2024年游戏状况报告》强调了游戏的文化意义以及游戏玩家行为对于希望吸引这种充满活力和参与度的受众的品牌的重要作用。”“Comscore的数据使广告商能够自信地将支出转移到游戏经济中，通过瞄准这个杠杆率低下的品牌环境，解锁更大的覆盖面和媒体绩效。”
"As gaming continues to grow as an advertising channel, more advertisers effectively make it part of their omnichannel strategies to reach and engage vast and diverse audiences," said Itamar Benedy, Anzu's Co-Founder and CEO. "Comscore's 2024 State of Gaming Report helps advertisers better understand gamer behaviors and preferences to deliver more relevant in-game ad experiences to their consumers and get maximum impact from their investments."
Anzu联合创始人兼首席执行官Itamar Benedy表示：“随着游戏作为广告渠道的持续增长，越来越多的广告商有效地将其作为全渠道战略的一部分，以吸引和吸引大量不同的受众。”“Comscore的《2024年游戏现状报告》帮助广告商更好地了解玩家的行为和偏好，从而为消费者提供更相关的游戏内广告体验，并从他们的投资中获得最大的影响力。”
More Highlights of the 2024 State of Gaming Report:
| 1. |
Gaming Landscape and Audience Growth: |
|
|
|
- In 2023, gamers spent a staggering 45 billion hours on online video content with 77% of gamers playing on more than one platform (PC, console, or mobile).
- Millennials comprise the largest segment in the adult gaming population.
|
| 2. |
|
Advertising Opportunities in Gaming: |
|
|
- The gaming sector offers unique advertising formats, such as in-game product placements, rewarded advertisements, and livestream sponsorships.
- Two in three gamers who have seen regular or pop-up ads in games feel that advertisements positively/neutrally impact their gaming experience.
- In-game transactions remain a crucial revenue stream, with 82% of gamers having made an in-game purchase in a freemium game.
|
| 3. |
|
Social Media and Gaming |
|
|
- 68% of gamers who agree that "seeing a brand featured in a game makes me more interested in learning more" indicated that they would take to social media to learn more about a brand after seeing it featured in a game.
|
| 4. |
|
Esports and Livestreaming: |
|
|
- Esports and livestreaming continue to gain popularity, especially among younger generations. Approximately 86% of Gen Z and 80% of Millennials who are aware of esports have watched, while 53% of Gen Z and 61% of Millennials who are aware of livestreaming have engaged with the content.
- Esports is also a social activity with a vast majority of watchers (79%) indicating that they watch with others.
|
| 5. |
|
Emerging Fronts in Gaming: |
|
|
- Cloud gaming and Netflix gaming are emerging trends with significant growth potential. Cloud gaming allows users to play high-end games on low-end hardware without the need for downloads.
- Over two-thirds of gamers subscribe to Netflix, presenting opportunities to increase awareness and usage for Netflix Games.
|
| 6. |
|
Movies and Gaming |
|
|
- The box office success of gamer-themed movies like Mario Bros ($574.9 mm), Sonic 2 ($190.9 mm), Uncharted ($148.6 mm), and others should not be overlooked.
|
| 1。 |
游戏格局和受众增长： |
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- 2023 年，游戏玩家在在线视频内容上花费了惊人的 450 小时，77% 的游戏玩家在多个平台（PC、主机或手机）上玩游戏。
- 千禧一代是成人游戏人群中最大的群体。
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| 2。 |
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游戏中的广告机会： |
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- 游戏行业提供独特的广告格式，例如游戏内产品投放、奖励广告和直播赞助。
- 在游戏中看到过常规广告或弹出式广告的玩家中有三分之二认为广告会对他们的游戏体验产生积极/中性的影响。
- 游戏内交易仍然是至关重要的收入来源，82％的游戏玩家在免费增值游戏中进行了游戏内购买。
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| 3. |
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社交媒体和游戏 |
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- 68% 的玩家同意 “在游戏中看到某个品牌会让我对了解更多信息更感兴趣”，他们表示，在看到某个品牌出现在游戏中后，他们会前往社交媒体进一步了解该品牌。
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| 4。 |
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电子竞技和直播： |
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- 电子竞技和直播继续受到欢迎，尤其是在年轻一代中。大约86％的Z世代和80％的了解电子竞技的千禧一代都看过电子竞技，而53％的Z世代和61％的知道直播的千禧一代都参与了这些内容。
- 电子竞技也是一种社交活动，绝大多数观察者（79％）表示他们与他人一起观看。
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| 5。 |
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游戏领域的新兴前沿： |
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- 云游戏和Netflix游戏是具有巨大增长潜力的新兴趋势。云游戏允许用户在低端硬件上玩高端游戏，而无需下载。
- 超过三分之二的游戏玩家订阅了Netflix，这为提高Netflix游戏的知名度和使用量提供了机会。
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| 6。 |
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电影和游戏 |
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- 《马里奥兄弟》（574.9亿美元）、《索尼克2》（190.9亿美元）、《神秘海域》（1.486亿美元）等以玩家为主题的电影的票房成功不容忽视。
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Find the Comscore 2024 State of Gaming Report at comscore.com/stateofgaming.
在 comscore.com/stateofgaming 上查找 Comscore 2024 年游戏现状报告。
About Comscore
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multi-screen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement.
关于 comscore
Comscore 是跨平台规划、交易和评估媒体的全球值得信赖的合作伙伴。Comscore 的数据足迹将数字、线性电视、电视直播和影院收视情报与先进的受众洞察相结合，使媒体买家和卖家能够量化他们的多屏行为，自信地做出有意义的商业决策。Comscore是衡量数字和电视受众以及大规模广告的公认领导者，是业内新兴的第三方可靠和全面的跨平台衡量来源。
Media Contact:
Marie Scoutas
press@comscore.com
媒体联系人：
玛丽·斯库塔斯
press@comscore.com
