Comscore Unveils Key Insights in 2024 State of Gaming Report
July 17 2024 - 8:00AM
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 ComscoreComscore 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
Scoutaspress@comscore.com
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