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年的報告強調了遊戲的受歡迎程度，併爲品牌和出版商提供了有價值的跨平台廣告機會
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.
弗吉尼亞州雷斯頓，2024年7月17日（環球財經新聞社）——全球值得信賴的媒體規劃、交易和評估夥伴Comscore（納斯達克股票代碼：SCOR）今天發佈了2024年遊戲行業報告。這份深入分析報告揭示了廣告商、營銷人員和出版社的重要趨勢和見解，並涵蓋了像奈飛和雲遊戲等新興領域的發展
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.
報告顯示，62%的18歲以上成年人蔘與了視頻遊戲。遊戲社區對多樣性有很強的偏好，77%的玩家在多個平台（PC、遊戲機或移動設備）上玩遊戲。有趣的是，45%的玩家不介意獲得激勵廣告，這表明這是一個潛在的戰略廣告區域。此外，以視頻遊戲爲品牌的電影已經被證明在票房上取得成功，這進一步鞏固了遊戲行業的文化影響和經濟潛力
"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."
“我們的2024年遊戲行業報告強調了遊戲的文化重要性以及玩家行爲對希望進入這個充滿活力的觀衆的品牌的至關重要作用，”Comscore的首席商業官Steve Bagdasarian表示。“Comscore的數據使廣告商能夠自信地將花費轉移到遊戲經濟中，通過針對這個在很大程度上未充分利用的品牌環境，釋放增量的覆蓋範圍和媒體表現。”
"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."
“隨着遊戲廣告渠道的不斷擴大，越來越多的廣告商把它有效地納入它們的全渠道戰略中，以達到與廣泛和多樣化的受衆進行接觸和互動的目的，”Anzu 的聯合創始人兼首席執行官Itamar Benedy表示。“Comscore 的2024年遊戲行業報告幫助廣告商更好地理解玩家的行爲和偏好，以向其消費者交付更相關的遊戲內廣告體驗，並從投資中獲得最大的影響。”
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.選舉作爲董事的四位被提名人，其名稱在附加的代理聲明中列出，其任期將在2025年的股東年會上到期且在其繼任者被選舉和被確認前擔任董事。 |
遊戲格局和受衆增長： |
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- 2023年，玩家在在線視頻內容上花費了450億小時，77%的玩家在多個平台（PC、遊戲機或移動設備）上玩遊戲
- 千禧一代是成年遊戲人口中最大的群體
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| 2. |
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遊戲行業的廣告機會： |
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- 遊戲行業提供了獨特的廣告格式，如遊戲內產品放置、激勵廣告和直播贊助。
- 曾經在遊戲中看到常規或彈出廣告的三分之二的玩家認爲廣告對他們的遊戲體驗有積極/中立的影響
- 遊戲內交易仍是至關重要的收入來源，82%的玩家曾在免費遊戲中購買遊戲道具
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| 3. |
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社交媒體和遊戲： |
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- 68%認爲“在遊戲中看到品牌特色會讓我更想了解其信息”的玩家表示，在看到品牌在遊戲中的特色之後，他們會在社交媒體上了解更多有關此品牌的信息
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| 4. |
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電子競技和直播： |
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- 電子競技和直播繼續受到更年輕一代人的歡迎，大約有86%的Z世代和80%的千禧一代了解電子競技，53%的Z世代和61%的千禧一代了解直播並參與其中。電子競技也是一種社交活動，絕大多數觀衆（79%）表示他們在一起觀看。
- 電子競技也是一項社交活動，79%的觀衆表示他們與他人一起觀看。
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| 5。 |
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遊戲中的新興領域： |
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- 雲遊戲和奈飛遊戲是具有顯著增長潛力的新興趨勢。雲遊戲允許用戶在低端硬件上玩高端遊戲，無需下載。
- 超過三分之二的遊戲玩家訂閱了奈飛，這爲奈飛遊戲提供了增加知名度和使用率的機會。
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| 6. |
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電影和arvr遊戲 |
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- 不容忽視像馬里奧兄弟（5.749億美元），音速小子2（1.909億美元），神祕海域（1.486億美元）等以遊戲爲主題的電影在票房上的成功。
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Find the Comscore 2024 State of Gaming Report at comscore.com/stateofgaming.
請訪問康姆斯克網站comscore.com/stateofgaming獲取康姆斯克2024年遊戲狀況報告。
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.
關於康姆斯克
康姆斯克是全球可信賴的跨平台媒體規劃，交易和評估的合作伙伴。康姆斯克的數據足跡將數字、線性電視、OTT和戲劇觀衆智能與先進的受衆洞察相結合，賦予媒體買家和賣家量化其多屏行爲並自信地做出有意義的業務決策的能力。作爲衡量數字和電視觀衆和廣告規模的行業新興第三方來源，康姆斯克是跨平台綜合測量的可靠和全面來源。
Media Contact:
Marie Scoutas
press@comscore.com
媒體聯繫人：
瑪麗·斯科塔斯
press@comscore.com
