As the popularity of gaming continues to expand, marketers are increasingly looking to reach the growing cohort of consumers who regularly play, watch, and stream video games in one form or another. But what types of in-game marketing do gamers prefer, and which media opportunities provide brands with the greatest visibility among gamers? To answer these and other questions, Tinuiti surveyed 1,000 daily and weekly gamers between September 14th and September 21st, 2023. In this article, we summarize the findings and share insights for web3 gaming.

Motivation

When gamers were queried about their primary motivation, a significant 42% cited playing to relax or unwind, followed closely by 34% who seek entertainment rather than focusing on winning (11%). The survey also delves into the intriguing disparity between gamers' personas within and outside the gaming world, revealing that 44% consider themselves more competitive during gameplay. For marketers, understanding these motivational nuances is crucial in tailoring effective strategies.

Devices

Examining gaming devices, the report notes that nearly 80% of gamers have played on mobile devices, with variations in device preferences across generations. While 29% of Gen Z gamers prefer mobile, 57% of baby boomers choose it as their primary gaming device. The analysis provides marketers with a clear picture of device preferences, essential for crafting targeted strategies.

In-game promotions

Insights into in-game purchases reveal intriguing trends, with 86% of those favoring gaming consoles like PlayStation or Xbox making in-game purchases. Conversely, mobile gamers, constituting a more casual subset, exhibit a lower rate of in-game purchases at 58%. Marketers can leverage this data to tailor in-game promotions, with 34% of gamers expressing a preference for brand-sponsored free game add-ons.

Streaming

Streaming platforms have emerged as a key channel for marketers, with over one-third of gamers watching others play games weekly on Twitch. Younger generations, particularly Gen Z and millennials, are heavily influenced by streaming gamers on Twitch, with 45% and 47% respectively making purchases based on recommendations. The data also unveils device-specific trends, such as Xbox and Playstation users being more likely to engage in regular streaming compared to mobile gamers.

Esports

More than half of respondents indicated they’ve watched esports competitions, with 11% saying they do so daily and 14% tuning in weekly. Esports sponsorships can help brands get in front of this targeted group of consumers. Interestingly, when asked if they’d purchased a product in the past year that was sponsored or advertised during an esports event, 29% of respondents said they had. For these events to go well, brands need to provide strong entertainment value and ensure that the target audience is the right fit.

News

Understanding where gamers source their information is crucial for effective marketing. YouTube emerges as the preferred platform for gaming news, with 54% selecting it, followed by Facebook. Discord has become a particularly popular source of news and venue for discussion among Gen Z gamers, with 34% saying they use it to learn about gaming news and other related topics. That trailed only YouTube and Instagram among the youngest generation of adults. Overall, 52% of Gen Z gamers said they used Discord in the past month, compared to just 4% for baby boomer gamers.

Streaming Platforms

As streaming platforms gain prominence, Netflix takes the lead with 70% of respondents visiting in the past month. Marketers can capitalize on the intersection of gaming and entertainment, especially with platforms incorporating gaming-themed content. Heavy gaming doesn’t seem to be getting in the way of watching the big streaming platforms as 47% of those that game for 10 or more hours a week said they have also watched four or more of the top streaming platforms in the past month. Among more casual gamers that play three or fewer hours a week, that rate is just 37%.

Final Thoughts

Tinuiti's extensive report offers marketers a nuanced understanding of gamer preferences, ranging from motivations and device choices to in-game promotions and content consumption. As the gaming landscape evolves into the era of web3, where decentralized technologies play a significant role, these insights become even more relevant. Marketers can strategically position themselves by leveraging these findings to tailor campaigns that resonate with the diverse and dynamic gaming community in 2024 and beyond.