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1、GAMING:NO LONGER JUST A SIDE QUEST FOR BRANDSPowered by 2024 dentsu|all rights reserved2024:STATE OF GAMING REPORTWelcome to the second edition of the Gaming Report!The biggest games in the world continue to drive massive,pop-culture-defining moments,while small independent games capture the hearts,

2、minds,and time of dedicated player communities.Game ecosystems like Roblox,Fortnite,and Minecraft are platforms where players can create,share,and broadcast their creations to legions of fans and millions of community members.Some of the most successful movies,TV shows,and series are game adaptation

3、sachieving both critical acclaim and box office success globally.Player engagement and revenue continue to rise,and ad spending at scale is poised to break away from its genesis stage.Now is the time for brands to fully harness the power of the gaming community by engaging with this group in authent

4、ic,meaningful,and rewarding ways.This engagement must be both culturally relevant and socially integrated into broader integrated marketing campaigns which must be built upon a gaming strategy.At dentsu,we are actively expanding the overlap between gamers and target audiences for our clients.We do t

5、his through partnerships with publishers,exclusive media opportunities,and ensuring our clients get front of the line access to engage with gamers globally.The brands that win at gaming are using an integrated approach with gaming and entertainment;interlocking with planning,strategy,and activation

6、as part of their campaign development.This is a critical way for marketers to sell internally to stakeholders and gain momentum within their respective organizations for gaming.It then becomes easier to get budget prioritization,because it is not just another bolt on to a plan it IS the plan.With de

7、cades of specialized experience and over 120 years of media,creative,and advertising legacy,we invite brands to build relationships with the most engaged consumer on the planetgamers(though we might be a little biased).2DENTSU GAMINGBRENT KONINGEVP,GLOBAL GAMING LEAD at DENTSUGAMING IS BIGGER THANMU

8、SIC&MOVIES COMBINED GAMING IS BIGGER THANMUSIC&MOVIES COMBINED 3DENTSU GAMING4DENTSU GAMINGOF THOSE PLAYINGGAMES ON DEVICES ALSO SUBSCRIBE TO AN ENTERTAINMENT STREAMING SERVICE1/2$184BNGAMING$33.9BNGLOBAL BOX OFFICE$28.6BNMUSICSUBSCRIBE TO ANYMOVIE/STREAMINGSERVICES1.2BN2.4BNUSE A DEVICE TOPLAY GAME

9、S654M ACROSS53 MARKETSHAVE PURCHASEDVIDEO GAME CONTENTIN THE LAST MONTH(GAMES/DLC/MTX)SOURCE:GWI Core Q1-Q2 2024SOURCE:Gaming:Newzoo 2023 Games Report.Global Box Office:Gower Street Jan.2024.Music:IFPI March 2024GAMING IS NOT JUST ABOUT PLAYING,ITS ABOUT WATCHING*Across 18 markets in GWI GamingWhen

10、discussing opportunities in gaming,we must consider every touchpoint.Gaming is far more than just playing games;its a cultural phenomenon with a significant impact.Consuming gaming content,from watching streams to engaging with communities,has become a major driver of gaming trends and user behavior

11、.IN Q2 2024,GAMING LIVESTREAMING IS UP 10%*1.4BN*(70%OF)GAMERS WATCHESPORTS AT LEAST WEEKLY8.5B HOURS WATCHED*ACROSS LIVE STREAMING PLATFORMS“BRENT KONING EVP Global Gaming Lead at DentsuThere are too many opportunities for brands to ignore in gaming today.Integrated gaming marketing plans have touc

12、h points in playing,watching&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 create

13、d for the player.”5DENTSU GAMINGSOURCE:GWI Gaming Q2 20246DENTSU GAMINGGAMINGGENERATESHIGHERVIEWABILITY&ATTENTIONDENTSU GAMING7MORE ENGAGEMENT FOR A SMALLER SPENDThere are many entry points into the gaming space and dentsus latest attention research examined livestreaming,rewarded video,and intrinsi

14、c in-game environments to better understand how each can be used to augment media plans.These avenues are gateways with some of the lowest barriers of entry within the gaming sphere,granting advertisers a comparably smoother route to engage with audiences than more intricate strategies would allow.T

15、he research found that gaming generated higher viewability and attention,and a more efficient cost compared to dentsu norms;however,gaming recall is highly variable across environments and was lower compared to dentsu norms.Brands possess the opportunity to enrich their media plans by integrating at

16、tention-rich ads within gaming environments.Whether its livestreaming,rewarded video,or intrinsic in-game ads,each avenue offers a remarkably accessible entry point,boasting exceptional viewability and above-average attention levels,albeit at varying price ranges.WHILE TIME SPENT WITH GAMING IS HIGH

17、,GAMING AD SPEND REMAINS LOW AT UNDER 5%OF AD SPEND(US)Theres an opportunity for brands to step in and harness the power of time spent and engagement in gaming spaces.As part of our Attention Economy research,we have proven that gaming behaviors and the culture that surrounds it,provides attention a

18、nd impact.”SARAH STRINGERGlobal Chief of Innovation at Dentsu“DENTSU GAMING8THE RESULTS99%VIEWABILITY6.7KAMP21%BRANDRECALL$3.4aCPM9DENTSU GAMINGIF YOURE LOOKING FOR NEW GROWTH AUDIENCESGAMING IS THE PLACE TO BE OF INTERNET USERS AGED 16-64 CAN BE DEFINED AS GAMERS”84%(Meaning they use a console,PC,m

19、obile,or other device to play games)DENTSU GAMING“10SOURCE:GWI Core Q1-Q2 2024Gone are the days when“gaming”and“gamers”were the translation of hardcore gaming,esports players,or competitive gaming.Today,everyone is a gamer.In fact,gamers come from all walks of life,and there are many different ways

20、to segment the gaming population.The best way to approach it from a brand standpoint is to look directly at your consumer segmentation and deep dive into their gaming preferences.Whether you want to reach the newer generations or a more mature audience,no demographics are left behind with gaming.DEN

21、TSU GAMING11GAMERS HAVE MATURED WITH THE SPACEGaming is a lifelong interest,and weve seen the average age of gamers steadily climb.In 2015 the AVERAGE AGE OF A GAMER WAS 33.During the same timeframe,the proportion of GAMERS WHO ARE PARENTS has INCREASED FROM 50%TO 56%.TODAY THE AVERAGEAGE OF A“GAMER

22、”IS 37“Even though gaming is growing up and reaching all ages,the label of being a gamer still carries some outdated stereotypes.When considering how your brand can tap into the gaming world,its important to forget the labels and really understand your audiencehow they play,what drives them,and what

23、 they enjoy.You might be surprised to learn that theyre actually spending more time gaming than many who proudly call themselves gamers.MAGALI HUOTVP Global Gaming Strategy at DentsuSOURCE:GWI Core Q1-Q4 2015&Q1-Q2 2024/GWI Gaming Q2 2024&THE AVERAGE AGE OF GAMING CREATORS IS 32OF 7-ELEVENSHOPPERS P

24、LAYGAMES WEEKLY84%(16 to 44 years old)OF GAMERS ARE THE MAIN FOOD SHOPPER FOR THEIR HOUSEHOLD57%Gamers are a great audience for convenience stores.Gamers are also 10%more likely to have ordered groceries online in the last month.DENTSU GAMING12Global weekly 7-Eleven shoppers,who have a strong compos

25、ition of 1644-year-olds(72%)and have an average age of 36-37,also demonstrate notable gaming behaviors:Almost one-third of them play every day Have slightly longer gaming sessions than the average:Average session is 2:39(vs.base 2:23)84%play at least once a week13DENTSU GAMINGOF MOST QSR GROWTH AUDI

26、ENCE IS INTO GAMING:HALF SAY THEYD LIKE TO HAVE THE ABILITY TO ORDER DIRECTLY FROM A GAME.51%20%of gamers play games between 5-7pm,and 45%play between 7-10pm on weekdays 1 in 8 gamers eat fast food more than once a week,and theyre 7%more likely to do this than average Those that order fast food at l

27、east once a week tend to game for longer(2:41 hrs on average vs 2:31 hrs for the average gamer),suggesting that theyre more hardcore gamersGAMING&MEALTIMES GO HAND-IN-HAND:AN OPPORTUNITY FOR QSRSOURCE:GWI Core Q2 2024;GWI Gaming Q4 2023-Q2 202414DENTSU GAMING3/455%76.5%USE ANY DEVICEFOR GAMINGAnd ov

28、er half of these luxury buyers play games on their smartphone OF LUXURY BUYERS ARE GAMERSThat is,global consumers of luxury/designer goods who buy themselves luxury/designer products every 1-2 months are very likely to use some type of device for gaming.USE A SMARTPHONEFOR GAMINGSOURCE:GWI Luxury Q3

29、 2023DENTSU GAMING15MAKING THIS PARTNERSHIPAN EXCELLENT MATCHPORSCHE RECENTLY RELEASED A COLLABORATION WITH OVERWATCH 2 TO PROMOTE THEIR FULLY ELECTRIC VEHICLE LINEX2.5XMORE LIKELY THAN AVG TO CURRENTLYOWN A PORSCHE64%MORE LIKELY TO BE IN THE MARKET FOR AN ELECTRIC CAR&Overwatch player areSOURCE:GWI

30、 Core Q3 2023-Q2 202416DENTSU GAMINGFOR CPG,GAMINGIS A GREAT TOOLTO(RE)ENGAGE BETWEEN PURCHASESGaming is an opportunity for snacking occasions and can be a great way to keep buyers engaged with a brand between purchases.This is especially true in a category like candy,whose buyers are really immerse

31、d in the category.While they are immersed in-game,they are also65%more likely to be heavy in-game buyers.48%MORE LIKELY TOBE MOTIVATED BY IN-GAME REWARDS FOR ADSDENTSU GAMING16SOURCE:GWI Gaming Q4 2023-Q2 202417DENTSU GAMINGOF NEXT-GEN TRAVELERS ENGAGE IN GAMING44%We found that among all types of tr

32、avelers family,leisure,and value travelers gaming pops as a key passion area that 44%of them engage in.NEARLY 1 IN 3 SAY THAT GAMING IS CENTRALTO THEIR SOCIAL LIFE.The social and online nature of gaming,as well as gamers heightened interest in travel,could be used to create strong story-led advertis

33、ing and activations,tied to traveling to see friends from the gaming community and visiting esports events.SOURCE:GWI Gaming Q4 2023-Q2 202418DENTSU GAMING18DENTSU GAMINGESPORTS VIEWERS WELCOMENON-ENDEMICGAMINGBRAND SPONSORSEsports viewers are highly engaged,half of them WATCH ESPORTS FOR AT LEAST 2

34、 HOURS PER WEEK.This gives brands an increased contact time with consumers,many of whom are receptive to sponsorshipsThis positive reception to Esports sponsors isnt reserved to endemic gaming brands19DENTSU GAMING31%OF ESPORTS VIEWERS SAY THEYLIKE TO SEE NON-GAMING BRANDSSPONSOR ESPORTS EVENTS35%OF

35、 ESPORTS VIEWERS SAY THEYNOTICE THE BRANDS WORN BY TEAMS&PLAYERS DURING ESPORTS EVENTS3IN10ARE MORE LIKELY TOPURCHASE BRANDS WORN BYTHEIR FAVORITE TEAM/PLAYERSSOURCE:GWI Gaming Q2 2024COZY GAMING”is one of the top occasions that people were spending time drinking coffee and playing a game.COZY GAMES

36、 ARE relaxing,low-stress video games with soothing visuals and calming gameplay.For instance,popular cozy games include Animal Crossing:New Horizons,Stardew Valley,The Sims,and Untitled Goose Game.Home fitness enthusiasts were also more likely to be passionate about gaming,preferring higher adrenali

37、ne games that mirror their active motivations and personality.This includes game franchises like Call of Duty(50%more likely),Grand Theft Auto(45%more likely),and Assassins Creed(55%more likely).20DENTSU GAMINGCOZY GAMES=COZY COFFEE TIME“ADRENALINE SEEKERS IN REAL LIFE SEEK ADRENALINE IN-GAME21DENTS

38、U GAMINGDENTSU GAMING21GAMERS ARENATIVE STREAMERSWhen we look at the overall Samsung universe,gamers are more likely to stream,they spend nearly 2 HOURS PER DAY IN AVOD.Two-thirds of gamers SWITCH BETWEEN GAMING AND ENTERTAINMENT content within.CTV IS IMPERATIVE to reaching gamers.Heavy linear plans

39、 risk missing 7 in 10 gamers.“Gamers are streaming,and streamers are gaming these two forms of entertainment go hand in hand.Gaming is now accessible on mobile devices as well as the big screen at home,creating an interconnected experience for consumers.This convergence presents a unique opportunity

40、 for marketers to engage gaming audiences through the Smart TV operating system.The right partner will enable your brand to seamlessly and organically connect with gamers,driving impact among this key audience across all their entertainment platforms and devices.”MICHAEL SCOTTVP Head of Sales and Op

41、erations at Samsung Ads22DENTSU GAMINGGAMING STRATEGIESTHAT SCALEQUICKLYNot every brand needs to jump in with a robust 360 program.Every brand has a unique set of comfort levels,experiences,audiences,goals,and objectives.Whats right for one brand isnt necessarily right for another even if theyre in

42、the same category.#1NOT A TRIED&TRUE PROCESSAs brands become more comfortable and their appetite grows,its then worth considering how to appropriately orchestrate everything in unison.But even when starting small,gaming enables brands to increase their aperture for reaching their desired audience.CO

43、NSIDER THE BROADER ECOSYSTEM23DENTSU GAMINGInstead,some teams may want to consider how they can extend their presence into gaming through a channel or medium theyre already comfortable with testing,measuring,learning,and revising as time goes on.HOW CAN WE WORK OUR DISPLAY OR VIDEO ASSETS EVEN HARDE

44、R?”“EXTENDING TYPICAL MEDIA BUYS CAN BE A GREAT START FOR MANY BRANDS“Once we dive into our brand partners target audiences,it takes very little effort to identify an exact match(or fifty)within a gaming community(or fifty).Gaming isnt a separate strategy,its a gateway to massive expansion of your a

45、ddressable audience and a direct testament to the foundation of our dentsu Gaming philosophy:EVERYONE is a gamer.”BLAIR HERTERSVP Global Gaming Agency Services at DentsuGaming activations can help you reach and engage incremental audiences to your other media buys.GROW YOUR AUDIENCEUsing GWI Gaming

46、data,we were able to look at the Roblox global audience and determine the percentage of users who,on a weekly basis,dont use some of the largest social platforms out there.When brands show up here,theyre not only reaching a deeply engaged audience on Roblox,but theyre also reaching an audience thats

47、 likely additive to other major platforms and efforts.REACH YOUR AUDIENCE ON PLATFORMS WITH UNIQUE REACHAnzu,a global strategic partner of dentsu and a leader in the intrinsic in-game space,has ushered in new opportunities for advertisers to seamlessly integrate into popular in-game inventory and ha

48、s collaborated with dentsu on proving the efficacy of the in-game space,reinforcing the premium experiences that advertisers can expect to see.GAMING DRIVES INCREMENTAL REACH WITH PREMIUM INVENTORY#2GAMING IS AN OPPORTUNITY TO DRIVE INCREMENTAL,UNIQUE REACH ON A PREMIUM INVENTORYDENTSU GAMING24“The

49、myth that gaming isnt a premium advertising environment is outdated.Today,premium games from well-known publishers like EA,Take-Two,and Ubisoft stretch across all devices console,PC,and mobile offering advertisers access to highly engaged audiences,in truly premium settings,at different moments thro

50、ughout the day.Additionally,games tied to official sports associations like Madden and the NFL further elevate the gaming experience bringing in trusted partners that advertisers may want to align with.With the introduction of non-intrusive intrinsic in-game ads(IIGA),advertisers can now integrate s

51、eamlessly into these high-quality games to tap into lucrative audiences.Research from Anzu and dentsu shows that IIGA attention levels are almost 2.5x higher than those of traditional online ads.In addition,when you take media cost into account alongside the increased attention,IIGA costs 15%less th

52、an the dentsu norm when it comes to cost per attentive second,showing that Anzus IIGA are an efficient means of purchasing attention.Advertising in these environments not only reaches premium audiences but also fosters positive brand associations,making gaming a valuable platform for advertisers.ITA

53、MAR BENEDYCEO AnzuIts old news that tailoring your creative assets to the platform or activation will help drive better results,but brands shouldnt feel burdened needing to create these gaming-specific assets themselves.CREATIVE MATTERS BUT SHOULDNT HOLD YOU BACKKey players like Activision Blizzard,

54、Anzu,Twitch,and many others have the in-house capabilities to take that off your plate.LEVERAGE PARTNERS RESOURCESAll that brands and activation teams need to worry about is supplying the display or video assets they already have and any raw assets,brand guidelines,.PSD files,key messaging,and anyth

55、ing else thats helpful for creative production.Over time,media has become more standardized in video games.In March 2024 IAB released Creative Guideline and Best Practices in Gaming which most major advertising solutions will adopt to further standardize creative assets and best practices.RE-USE YOU

56、R EXISTING ASSETSActivision Blizzard can create impactful,compelling Rewarded Video experiences;Anzu can create display assets from scratch to align with the in-game environment;and Twitch can create Custom Commercials that resonate with viewers.CONSIDER FORMATS PERFORMANCE25DENTSU GAMING#3LEAN ON G

57、AMING EXPERTS AND THEIR CREATIVE SERVICES TO LESSEN THE BURDEN25DENTSU GAMING“In gaming context matters,and players prefer advertising experiences that are authentic to the gaming environment and fit seamlessly into the playing experience.For brands,developing creative with an understanding of the s

58、pecifics of the gaming environment within which it will appear,be it platform,genre,or franchise,allows for a more engaging advertising experience for players.This in turn drives greater impact for advertising executions,making it a win-win for brands as well as players.”CLAIRE NANCEHead of Gaming B

59、usiness Success Strategy,Activision Blizzard Media26DENTSU GAMINGGAMINGIS CULTURETRANSMEDIA STORYTELLING ON THE RISEGAMING IS ONE STOP IN THE ENTERTAINMENT LIFECYCLE.For brands,its a new opportunity to be integrated in the entertainment journey and maximize share of time and share of voice.From dent

60、sus latest Consumer Navigator survey,51%of total respondents feel favorable about entertainment franchises expanding into gaming.27DENTSU GAMING“At Paramount,gaming is a cornerstone of transmedia storytelling.Our goal is to create immersive extensions of our popular franchises,but with new stories a

61、nd adventures,allowing those fans to actively participate in the fictional worlds they love.By developing games with our core properties including Teenage Mutant Ninja Turtles,SpongeBob SquarePants,Star Trek,Yellowstone and so many more,we deepen audience engagement,attract a broader demographic and

62、 build a long-term growth-oriented business.At the heart of our strategy is a belief in seamlessly integrating narrative and mechanics with the overarching story,building for all platforms,and prioritizing fun above all else to deliver on the high-quality games our fans expect.”DOUG ROSENGM/Head of

63、Global Games&Emerging Media at Paramount5.1BGAME DOWNLOADSMONTHLY ACTIVE USERS28DENTSU GAMINGDentsu has joined the flock and were supporting the production on the NEW ANGRY BIRDS 3 MOVIE.There are immediate opportunities for brands to engage with this cultural moment.28DENTSU GAMING“At dentsu,we inv

64、est in high-value4-quadrant intellectual property to create organic opportunities for and with our brand partners that adds value and affinity with audiences.”GENEVA WASSERMANEVP Film&TV at DentsuANGRY BIRDS A GAMING LEGACYIn December of 2024,Angry Birds celebrates its 15th anniversary.In many ways,

65、Angry Birds was a transmedia pioneer and the first successful mobile gaming transmedia IP.Angry Birds became an internally beloved franchise through using the success of the video games and fueling fandom,brand love and expanding the narrative into two successful movies,several hit tv shows,a YouTub

66、e series,merchandise,collaborative worlds,entertainment crossovers,and more.22M25MSOCIAL FOLLOWERSGLOBAL AWARENESS90%29DENTSU GAMING29DENTSU GAMINGWatching creator content is a key part of the gaming experience,with 26%of average gamers*-rising to 47%among daily gamers-tuning into streams on Twitch

67、or YouTube,making these platforms crucial for reaching a highly engaged audience.Brands can tap into this opportunity by partnering with popular creators or sponsoring streams,leveraging the deep connection between creators and their audiences to build brand loyalty and drive awareness in the gaming

68、 community.CREATORS=YOUR MAIN CHARACTER ENERGYSOURCE:GWI Gaming Q2 2024*internet users aged 16-64 who use at least one device to play games.30DENTSU GAMING“Streamers are passionate and effective storytellers that create vibrant moments around shared interests with their communities,making them influ

69、ential advocates for brands.Additionally,on Twitch,weve seen a shift within our core gaming audience as the community becomes increasingly more inclusive and diverse.This rapidly growing community has caught the attention of non-endemic brands that are interested in connecting with this highly engag

70、ed Gen Z and Millennial audience that can be hard to reach.At Twitch and the Brand Partnership Studio,were continuously creating innovative ways to delight and meet the needs of both the community and brands.Experiences like our recently launched game The Glitcha galaxy of brand-customized playable

71、worlds distributed in Fortnitecreate a unique opportunity for brands to show up and be a true part of the experience for Twitchs audience.This connection is powerful,as 54%of viewers are inclined to try a product after seeing it promoted by their favorite streamer,highlighting the impact of genuine

72、engagement in the gaming space.ANDREA GARABEDIANAmazon Ads Head of Brand Partnership StudioSOURCE:Social Narrative Survey.Twitch Research Power Group(RPG).Fielded Feb 2023.US data.A18+.N=792.The rapid pace of technological advancement has accelerated the democratization of content production and dis

73、tribution,with games and videos,etc.shared via online games and the metaverse.This is a shift from the past,when only companies with large capital could produce and distribute content,to a new era in which individuals with creative ideas can produce and distribute on their own.In that spirit,dentsu

74、recently launched the“House of Creators”which aims to support promising creators around the world who create content that inspires excitement in users and,in a broader sense,will lead the way in solving marketing issues while pioneering the trends of modern society.We believe that nurturing a creato

75、r ecosystem is essential for fostering new talent and creating more opportunities for collaboration between creators and brands.For brands,partnering with creators is about expanding your touchpoints with your community and embedding your brand into the cultural conversation in a way that feels both

76、 authentic and effortless.IN GAMINGUGC IS KINGConnected games,often known as sandbox games,are immersive platforms which empower players to explore,interact with,and shape virtual worlds in their own unique ways.These games or platforms thrive on User Generated Content(UGC),fostering a constant infl

77、ux of fresh ideas and experiences,which keeps them highly popular and engaging.UGC CREATESCOMMUNITY31DENTSU GAMING“STEFANIE SMITHEVP Head of Social Media US at Dentsu78%AGREETHAT VIDEO GAMES ARE WHERE THEY CONNECT WITH FRIENDS&MEET NEW PEOPLE FROM OUR LATEST CONSUMER NAVIGATOR SURVEY,As they have be

78、gun growing accustomed to on Social,theres a large opportunity for brands to get closer to Gen Z audiences by meeting them where theyre spending the lions share of both their time and money gaming.These audiences behave in gaming environments in inherently similar ways to many traditional social env

79、ironments in that they use them for entertainment,connection,and cultural relevance.The brands which successfully capture the attention and wallets of Gen Zers in the future are those who adopt and adapt to their languages of today.”Gamers also report feeling better able to express themselves and ex

80、periment with their identity in games than in real-life.Notably,a majority of female gamers also feel games provide safe,inclusive spaces to connect with others,express themselves,and experiment with their identities.Gaming and Social share Connections and Entertainment as key motivators for audienc

81、es,creating a new way for brands to approach the space with a social media mindset.32DENTSU GAMING32DENTSU GAMINGTrends come from everywhere,so its critical to look and learn from the new and emerging gaming hotspots.LOCALTRENDS PIONEER GLOBAL GAMING BEHAVIORSTRENDS FROM JAPANCASUAL GAMING IS A BIG

82、OPPORTUNITY FOR BRANDSUGC CREATORS ARE GROWINGSince the pandemic,the primary reason for playing games has increasingly become killing time.In this context,casual games have recently seen a significant rise in popularity.The trend is also catching the attention of major brands.McDonalds has entered t

83、he casual gaming market with titles inspired by early 2000s hits like Threading a Needle and Bike Rider.Meanwhile,Uniqlo,in collaboration with Capcom,has released UT Adventure,a side-scrolling game that has generated significant buzz among Gen Z.These examples highlight the growing appeal of casual

84、games across diverse audiences.Platforms like UEFN and Roblox are beginning to gain traction in Japan,with a growing number of players getting involved.Notably,the participation of emerging creators and prominent YouTubers and celebrities in Japan are drawing particular interest.For instance,a high

85、school creator developed a version of Makoto Shinkais Suzume no Tojimari on UEFN.Additionally,Japans most famous YouTuber,Hikakin,is developing his own games on Roblox and Fortnite,while comedians from Yoshimoto are also creating their own games on Roblox.33DENTSU GAMING33DENTSU GAMING“The Japanese

86、gaming market has always been unique,but its now shifting into a new phase.Like the global trend,gaming in Japan is becoming more than just entertainment its a powerful way to connect with Gen Z and a new avenue for brand engagement.Were excited to create fresh opportunities together with brands.KEN

87、T SAITOSenior BusinessProducer/Planner at Dentsu Gaming JapanIn 2024,92%OF THOSE IN MENA-3 ARE GAMERS,representing 70.7 million consumers,up 3.3%YoY.Esports is also a big opportunity throughout MENA-3.22%OF GAMERS IN THE REGION ARE INTERESTED IN ESPORTSAND THEYRE 12%MORE LIKELY TO SAY THIS THAN THE

88、AVERAGE GAMER GLOBALLYThe report by Boston Consulting Group(BCG)titled Gaming&Esports:Medias Next Paradigm SHIFT,reveals that should gaming and esports popularity continue increasing at its current trajectory,overall CONSUMPTION IN SAUDI ARABIA IS EXPECTED TO REACH$6.8 BILLION BY 2030 at an average

89、compound annual growth rate(CAGR)of 22%up from$959 million in 2020.THE GAMING MARKET IN SAUDI ARABIA WAS VALUED AT$1 BILLION THAT YEAR,making it the largest gaming market in the MENA region.This growth in gaming is part of Saudi Arabias broader Vision 2030 initiative,which aims to diversify the econ

90、omy and establish the country as a global hub for gaming and technology.MENA:GROWTH MARKETTO KEEP ON YOUR RADAR34DENTSU GAMING23.5M GAMING ENTHUSIASTS EQUIVALENT TO 67%OF THE NATIONAL POPULATION INSAUDI ARABIASOURCE:GWI Core Q3 2023-Q2 202490%of gamers in KSA 21.1 million already play esports titles

91、 on a semi-pro or amateur basis,with 100 professional esports players pursuing full-time careers.THE MENA-3 GAMES MARKETESPORTS REPRESENTS ABIG OPPORTUNITY IN KSA35DENTSU GAMING“Brands have failed to crack the gaming arena because they lack authenticity,they havent found a way of elevating the exper

92、ience for gamers and becoming useful in their world.In the region,gaming isnt another media channel,its a highly connected ecosystem,where some of the most awe-inspiring content is created and interacted with for hours every single day,so gamers expectations are super high.Brands need to evolve and

93、play with who they are and how they show up to match this expectation.”JON HOLLOWAYRegional Managing Director at Dentsu Creative MENASOURCE:Niko Partners MENA-3 Games Market Report Series36DENTSU GAMING36DENTSU GAMINGLike PUNK ROCK in the late 70s and 80s,INDIE GAME DEVELOPERS and EMERGING STUDIOS d

94、rive culture and innovation by picking up on microtrends,passions,and latent demand which larger studios cannot take a risk on.THE UNTAPPED INDIE GAME OPPORTUNITYThere are an estimated 159M INDIE GAMERS(gamers who have played Indie games in the last 12 months)ACROSS THE 18 MARKETS IN GWI GAMING.Indi

95、e gamers are extremely engaged with the wider gaming community,often contributing to the experiences of other players as part of this:INTERACTING WITH A GROUP THATS SO ENGAGED WITH SUCH A BROAD SPECTRUM OF GAMING CONTENT&COMMUNITIES IS A POTENTIAL GOLD MINE FOR ANY BRANDS THAT CAN APPEAL TO THEM.How

96、ever,brands should be aware that BUILDING A RELATIONSHIP WITH INDIE GAMERS NEEDS TO BE AUTHENTIC and appeal to their unique preferences.For example,they have several frustrations with gaming which brands should be aware of:37DENTSU GAMINGINDIE GAMERS ARE MUCH MORE LIKELY THAN THE AVERAGE GAMER TO:Li

97、vestream their own games to live streamingplatforms(19%)Attend in-game concerts or events(19%)Write reviews of games they play(28%)THE SOCIAL ASPECT OF GAMING IS ALSO IMPORTANT TO THEM:1 in 3 indie gamers participate in online chatsand gaming communities(33%)And theyre 68%more likely than average to

98、post on social media about their gaming experiences(29%)INTRUSIVE ADVERTISING:Is 30%more likely to make this group frustrated with a game compared to average(37%SAY THIS)THEYRE ALSO 66%MORE LIKELY THAN AVERAGE TO SAY THAT“GAMING IS TOO MALE-DOMINATED”:In an increasingly diverse and gender-neutral in

99、dustry,this is an important factor to get right in advertisingand creative.SOURCE:GWI Gaming Q4 2023-Q2 2024The indie market has been thriving over recent years,due to a combination of readily available and cheap resources,a buoyant capital market and the proliferation of global platforms that neede

100、d lots of content to attract players.The combined retreat of capital,and the rapid adoption of ad-tech mean that the role of advertising,brands and IP have become increasingly important,due to the time being spent on games by hard-to-reach audiences.Advertising networks,data companies,marketers and

101、associated technologies are all now shifting their lens towards gaming,which presents a huge opportunity for successful indie games to be at the center of a value exchange between advertisers and gamers-in a similar way that the market developed for streamers,influencers and more broadly micro-influ

102、encers,but without the inherent risks associated with live UGC.38DENTSU GAMINGDENTSU GAMING38“As the market for streaming services and platform libraries normalizes,Netflix,Apple,Xbox and PlayStation are clearer on the types of games they want to support,largely anything associated with popular IP g

103、ets top marks.Dentsu Gaming,the Indie Fund,and SMG studio hope to leverage this movement by working with brands to explore more brand and licensing opportunities for its games and the wider market.”ED MANNINGCommercial Innovation Director at Amplifi0203040506012.4B people worldwide use a device to p

104、lay games,with 654M across 53 markets having purchased video game In Q2 2024,gaming live streaming is up 10%,with over 8.5B hours watched across all streaming platformsDespite the huge opportunities and distinct audiences,gaming ad spend is still under 5%of total mix Average age of a“gamer”is 37(up

105、from 33 in 2015)Three-quarters of luxury buyers are gamers,with over 55%using their smartphones to play gamesGaming is a critical part of the entertainment mix demonstrating the opportunity for transmedia IP:51%of people feel favorable about entertainment franchises expanding into gaming;two-thirds

106、of gamers switch between gaming and entertainment content within the same hour 39DENTSU GAMINGKEY FINDINGS1.GWI Core&GWI Gaming2.Dentsu Consumer Navigator October 20243.Newzoos year in review:the 2023 global games market in numbers4.Gower Street Analytics estimates 2023 Global box office hit$33.9 bi

107、llion5.IFPI Global Music Report 20246.Dentsu Play Attention Calling Focus to Gaming7.Gaming&Esports:Medias Next Paradigm SHIFT8.2024 Essential Facts About the U.S.Video Game Industry9.Overwatch 2|Porsche:An Electric Collaboration10.eMarketer US Ad Spending 2024 Report from May 9,202411.Samsung Ads G

108、aming Trends Report12.Niko Partners MENA-3 Games Market Report Series40REFERENCESCREDITSEXECUTIVE EDITORSBrent KoningEVP,Global Gaming Lead at DentsuMagali HuotVP,Global Gaming Strategy at DentsuBlair HerterSVP Global Gaming Agency Services at DentsuSarah StringerGlobal Chief of Innovation at Dentsu

109、Seana CavanaghDirector of Gaming Strategy at DentsuDon McLeanDirector of Gaming Agency Services at DentsuSam DuncansonDirector of Gaming Agency Services at DentsuEd ManningCommercial Innovation Director at AmplifiKent SaitoSenior Business Producer/Planner at Dentsu Gaming JapanJon HollowayRegional M

110、anaging Director at Dentsu Creative MENAIbrahim HamiehAccount Director,Social Media Lead at Dentsu Creative MENAGeneva WassermanEVP Film&TV at DentsuJoanna Hawkes EVP,Head of Strategy at CaratLucas ConnellySenior Analytics Associate at CaratMichelle Snodgrass EVP,Head of Strategy at iProspectSakura

111、MartinGlobal Brand&Design Lead at DentsuTara AdenleSocial&Content Manager at DentsuWITH THE PARTICIPATION OFClaire NanceHead of Gaming Business Success Strategy,Activision Blizzard MediaDoug RosenGM/Head of Global Games&Emerging Media at ParamountItamar BenedyCEO,AnzuMichael ScottVP,Head of Sales an

112、d Operations,Samsung AdsAndrea GarabedianAmazon Ads Head of Brand Partnership StudioDESIGNED BY DENTSU CREATIVELauren LincicumDesigner,Brand Identity at DentsuJames LaveryDesigner,Brand Identity at DentsuMatt CrossGlobal Head of Strategic&External Communications at DentsuDirk HerbertGlobal Lead of T

113、hought Leadership at DentsuJack BoitaniVP of Content at DentsuMegan KeaneVP Integrated Strategy at DentsuHarry Boyd GWI Insights AnalystJill Alger GWI Senior Insights ManagerDENTSU GAMINGGWI methodology Figures in this report are drawn from GWIs online research among internet users.The data in this

114、report is taken from GWI Core,our main flagship survey of internet users;and GWI Gaming,our research into gamers across 18 markets.Our research As part of our ongoing global research,each year GWI interviews over 960,000 internet users aged 16-64(and in some markets 16+with no age cap)across 50+mark

115、ets.Respondents complete an online questionnaire that asks them a wide range of questions about their lives,lifestyles and digital behaviors.We source these respondents in partnership with a number of industry-leading panel providers.Each respondent who takes a GWI survey is assigned a unique and pe

116、rsistent identifier regardless of the site/panel to which they belong,and no respondent can participate in our survey more than once a year(except for internet users in Egypt,Saudi Arabia and the UAE,where respondents are allowed to complete the survey at 6-month intervals).Our quotas To ensure that

117、 our research is reflective of the online population in each market,we set appropriate quotas on age,gender and education meaning that we interview representative numbers of men vs women,of 16-24s,25-34s,35-44s,45-54s,55-64s and 64+(in certain markets),and of people with secondary vs tertiary educat

118、ion.To do this,we conduct research across a range of international and national sources,including the World Bank,the ITU,the International Labour Organization,the CIA Factbook,Eurostat,the US Bureau of Labor Statistics as well as a range of national statistics sources,government departments and othe

119、r credible and robust third-party sources.This research is also used to calculate the weight of each respondent;that is,approximately how many people(of the same gender,age and educational attainment)are represented by their responses.Audience definitionsFor data taken from GWI,the following definit

120、ions of“gamers”are used:GWI Gaming:those who play video games at least once a week.GWI Core:those who play video games on any device.41METHODOLOGYDentsu methodology:MerkuryMerkury is dentsus person-based identity and data platform.With 95%coverage of individuals and HHs in the US,Merkury enables us

121、to know who our customers are,find them reliably and in real-time,and deliver hyper-personalized brand experiences across the entire marketing ecosystem.Dentsu Consumer Navigator survey October 2024The survey was conducted by dentsu via Toluna,an online research panel.Administered on September 27th,

122、2024.Distributed among a random sample of 1,000 U.S.respondents 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).DENTSU GAMING42ABOUTDENTSUDentsu is an integrated growth and t

123、ransformation partner to the worlds leading organizations.Founded in 1901 in Tokyo,Japan,and now present in approximately 120 countries,it has a proven track record of nurturing and developing innovations,combining the talents of its global network of leadership brands to develop impactful and integ

124、rated growth solutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innova

125、ting to impact.Find out more: DENTSU GAMINGAt Dentsu,we celebrate gamers uniqueness by helping brands create custom strategies and authentically integrate into the gaming landscape.Dentsu Gaming helps you find success in gaming and become a part of the cultural conversation.Ready to press start?G GW

126、IGWI is modernized consumer research global,on-demand,and accessible to everyone,not just data experts.Its a platform designed for companies that want fresh and insightful data about their consumers.Values,purchase journeys,media usage,social media habits-we cover it all.With data representing nearly 3 billion people across 50+countries,GWI has become the go-to for agencies,brands and media companies that want to know what really drives their audience to action.For more,visit DENTSU GAMING