One of the few growth areas during lockdowns around the world has been gaming, but current level of investment in in-game advertising does not reflect the opportunity; the latest WARC Guide explores why.
In The WARC Guide to marketing in the gaming ecosystem, Andy Sampson, Global Client Lead at Wavemaker, notes that the effect of the pandemic on the gaming sector has been two-fold.
Firstly, there has been an increase in the number of active players – either new ones or previous gamers with more time on their hands reigniting their passion; secondly, there has been more time spent playing and an increase in game-related content consumption.
“Gaming is arguably the world’s favourite form of entertainment, generating more revenue than TV, film or music,” he points out.
“Gamers are a cross-section of our societal makeup, coming from all ages, genders and incomes. They are a highly-engaged audience that ‘leans-in’ to