Comscore Unveils Key Insights in 2024 State of Gaming Report

Rhea-AI Summary

Comscore's 2024 State of Gaming Report reveals significant trends in the gaming industry, offering valuable insights for advertisers and marketers. Key findings include:

- 62% of adults aged 18+ engage in video gaming
- 77% of gamers play on multiple platforms
- 45% of gamers don't mind rewarded ads
- Millennials comprise the largest segment of adult gamers
- 82% of gamers have made in-game purchases in freemium games
- 68% of gamers interested in featured brands would use social media to learn more
- Esports and livestreaming are gaining popularity, especially among younger generations
- Cloud gaming and Netflix gaming show significant growth potential

The report highlights the cultural significance of gaming and its potential for strategic advertising opportunities across various platforms.

Positive

• 62% of adults aged 18 and over engage in video gaming, indicating a large potential market
• 77% of gamers play on multiple platforms, offering diverse advertising opportunities
• 45% of gamers don't mind rewarded ads, suggesting a receptive audience for certain ad formats
• 82% of gamers have made in-game purchases in freemium games, indicating strong monetization potential
• 68% of gamers interested in featured brands would use social media to learn more, showing potential for cross-platform marketing
• Esports and livestreaming are gaining popularity, especially among younger generations, opening new advertising channels
• Cloud gaming and Netflix gaming show significant growth potential, presenting new opportunities for the industry

Negative

• None.

The 2024 report underscores gaming's popularity and highlights valuable cross-platform advertising opportunities for brands and publishers

RESTON, Va., July 17, 2024 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a global trusted partner for planning, transacting, and evaluating media across platforms, today released its 2024 State of Gaming Report. The in-depth analysis reveals significant trends and insights for advertisers, marketers, and publishers, and addresses the growth of emerging fronts such as Netflix and cloud gaming.

The report revealed that 62% of adults aged 18 and over engage in video gaming. The gaming community shows a strong preference for variety, with 77% of gamers playing on more than one platform (PC, console, or mobile). Interestingly, 45% of gamers don’t mind rewarded ads, indicating a potential area for strategic advertising. Additionally, video game-branded movies have proven to be box office successes, further cementing the cultural impact and economic potential of the gaming industry.

“Our 2024 State of Gaming Report highlights the cultural significance of gaming and the vital role of gamer behavior for brands looking to tap into this dynamic and engaged audience,” said Steve Bagdasarian, Comscore’s Chief Commercial Officer. “Comscore’s data empowers advertisers to confidently shift spend into the gaming economy, unlocking incremental reach and media performance by targeting this largely underleveraged brand environment.”

“As gaming continues to grow as an advertising channel, more advertisers effectively make it part of their omnichannel strategies to reach and engage vast and diverse audiences,” said Itamar Benedy, Anzu’s Co-Founder and CEO. “Comscore's 2024 State of Gaming Report helps advertisers better understand gamer behaviors and preferences to deliver more relevant in-game ad experiences to their consumers and get maximum impact from their investments.”

More Highlights of the 2024 State of Gaming Report:

1.		Gaming Landscape and Audience Growth:
		In 2023, gamers spent a staggering 45 billion hours on online video content with 77% of gamers playing on more than one platform (PC, console, or mobile). Millennials comprise the largest segment in the adult gaming population.
2.		Advertising Opportunities in Gaming:
		The gaming sector offers unique advertising formats, such as in-game product placements, rewarded advertisements, and livestream sponsorships. Two in three gamers who have seen regular or pop-up ads in games feel that advertisements positively/neutrally impact their gaming experience. In-game transactions remain a crucial revenue stream, with 82% of gamers having made an in-game purchase in a freemium game.
3.		Social Media and Gaming
		68% of gamers who agree that “seeing a brand featured in a game makes me more interested in learning more” indicated that they would take to social media to learn more about a brand after seeing it featured in a game.
4.		Esports and Livestreaming:
		Esports and livestreaming continue to gain popularity, especially among younger generations. Approximately 86% of Gen Z and 80% of Millennials who are aware of esports have watched, while 53% of Gen Z and 61% of Millennials who are aware of livestreaming have engaged with the content. Esports is also a social activity with a vast majority of watchers (79%) indicating that they watch with others.
5.		Emerging Fronts in Gaming:
		Cloud gaming and Netflix gaming are emerging trends with significant growth potential. Cloud gaming allows users to play high-end games on low-end hardware without the need for downloads. Over two-thirds of gamers subscribe to Netflix, presenting opportunities to increase awareness and usage for Netflix Games.
6.		Movies and Gaming
		The box office success of gamer-themed movies like Mario Bros ($574.9 mm), Sonic 2 ($190.9 mm), Uncharted ($148.6 mm), and others should not be overlooked.

Find the Comscore 2024 State of Gaming Report at comscore.com/stateofgaming.

About Comscore
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multi-screen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.

Media Contact:
Marie Scoutas
press@comscore.com

FAQ

What percentage of adults engage in video gaming according to Comscore's 2024 report?

According to Comscore's (SCOR) 2024 State of Gaming Report, 62% of adults aged 18 and over engage in video gaming.

How many platforms do most gamers use according to the Comscore 2024 report?

The Comscore (SCOR) 2024 State of Gaming Report reveals that 77% of gamers play on more than one platform (PC, console, or mobile).

What percentage of gamers have made in-game purchases in freemium games?

According to Comscore's (SCOR) 2024 State of Gaming Report, 82% of gamers have made an in-game purchase in a freemium game.

How do gamers feel about advertisements in games based on Comscore's 2024 report?

Comscore's (SCOR) 2024 report shows that two in three gamers who have seen regular or pop-up ads in games feel that advertisements positively or neutrally impact their gaming experience.

What emerging trends in gaming does Comscore's 2024 report highlight?

Comscore's (SCOR) 2024 State of Gaming Report highlights cloud gaming and Netflix gaming as emerging trends with significant growth potential in the gaming industry.