Video Game Marketing and Monetization 2022

Ad Formats and the Metaverse Offer Brands New Opportunities

Report by Nina Goetzen  | Jun 10, 2022
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Table of Contents
Executive Summary
Key Points
Diverse Audiences and Games Make for Countless Opportunities
Publishers Have an Arsenal of Monetization Tools
How Brands Are Plugging Into Marketing Opportunities
How Marketers Can Bring in the Loot (Boxes)
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
Brand interest in video games is rising, especially with the buzz around the metaverse. This report will look at the different ways developers monetize video games, and which of those methods are the most useful for marketers.
Topics
Video Games
Mobile Games
US
Table of Contents
Executive Summary
Key Points
Diverse Audiences and Games Make for Countless Opportunities
Publishers Have an Arsenal of Monetization Tools
How Brands Are Plugging Into Marketing Opportunities
How Marketers Can Bring in the Loot (Boxes)
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Brand interest in monetizing video games is rising, especially with the buzz around the metaverse. But the variety of platforms, game types, and ad formats can make it challenging. Gaming continues to become more popular—especially among the otherwise difficult-to-reach Gen Z—and will be much harder for marketers to ignore.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How big is the gaming audience in the US, and who plays the various types of video games?
  2. What monetization methods do game developers use, and of those, which are the most useful for marketers?
  3. Where should marketers be focusing their efforts in 2022 and beyond?

WHAT’S IN THIS REPORT? We look at the different ways developers monetize video games and identify which of those methods are the most useful for marketers.

US Digital Gamers, by Device, 2022-2026 (millions)
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KEY STAT: 162.9 million people in the US play mobile games, by far the most of all digital gaming groups by device.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

10charts

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8expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Diverse Audiences and Games Make for Countless Opportunities
    4. Publishers Have an Arsenal of Monetization Tools
    1. How Brands Are Plugging Into Marketing Opportunities
    2. How Marketers Can Bring in the Loot (Boxes)
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    US Digital Gamers, by Device, 2022-2026 (millions)Demographic Profile of US Gamers, by Device and Gender, June 2021 (% of total)
    Share of Leisure Time Spent Among Children and Adults Worldwide, by Platform and Generation, April 2021 (% of time spent)US Mobile Gaming Ad Revenues, 2020-2024 (% change)
    US Mobile Gamers' Preferred Mobile App Monetization Method, April 2017 & Feb 2022 (% of respondents)Mobile Gaming App Performance Metrics Worldwide: Share of In-App Advertising (IAA) Revenues, by Month and OS, Jan-Oct 2021 (% of total)
    US Gamers' Opinions About Brands in Video Games, June 2021 (% of respondents)What Advice Would US Gamers Give to Advertisers Looking to Advertise Within a Game? (% of respondents, Q4 2021)
    How Interested Are US Adults in Using Virtual Goods, Events, or Services*? (% of respondents, by demographic, Feb 2022)Share of US Gamers Who Have Made Purchases During a Live In-Game Event, by Generation, March 2022 (% of respondents in each group)

    Interviewed for This Report

    Yasin Dabhelia
    Bidstack
    Vice President, Programmatic Partnerships
    Interviewed April 8, 2022
    Lewis Hadley
    Bidstack
    Vice President, Marketing
    Interviewed April 8, 2022
    Gabrielle Heyman
    Zynga
    Head of Global Brand Partnerships
    Interviewed April 28, 2022
    Scott Koenigsberg
    Zynga
    Chief Product Officer
    Interviewed April 28, 2022
    Sean MacPhedran
    Schiefer Chopshop (SCS)
    Senior Director, Innovation
    Interviewed April 11, 2022
    Dave Madden
    PlayerWON
    President
    Interviewed April 28, 2022
    Jeff Roach
    Schiefer Chopshop (SCS)
    Chief Strategy Officer
    Interviewed April 11, 2022
    Carlos Salvado
    Rovio
    Senior Market Analyst
    Interviewed April 7, 2022

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    authors

    Nina Goetzen

    Contributors

    Ross Benes
    Senior Analyst
    Chuck Rawlings
    Senior Researcher
    Paul Verna
    Principal Analyst