Why it matters

Gaming is an increasingly viable space for marketers to play in, with expanding audiences and a growing number of platforms to partner with. Understanding the communal nature of this activity, and the unique values of gamers, is a vital task.


  • A moment-based strategy, where marketers tap into events of particular importance to the gaming community, is a viable strategic option.
  • While gaming has traditionally been a console or desktop activity, mobile is an emerging opportunity for brands to explore.
  • Some traditional sports are turning to gaming platforms to reach new audiences, giving marketers a chance to cross over in a similar fashion.

Twitch dominates the livestreaming space for gaming, commanding 73% of all hours spent on the major platforms, according to estimates from analytics provider Arsenal and software developer StreamElements.