Global Ad Trends: Ad opportunities in gaming

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
  • Mobile gamers understand the value exchange of advertising; most are fine with viewing advertising if it keeps the game free-to-play. Ads in mobile games have no discernible impact on churn, and are far more effective than banner advertising when inserted programmatically.
  • Streaming is, for younger audiences especially, the 'new prime time’. Twitch alone draws 1.9m – predominantly Gen Z – viewers per day, mostly after 7pm. Two-thirds of 18–25 year-old gamers would rather play video games or watch gaming content than watch TV.
  • Coronavirus-induced lockdowns resulted in a spike in streaming consumption, particularly on Twitch. Within e-sports, however, original audiences...

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