As a long-time gamer and content creator myself, this study by Midia Research has piqued my interest. It seems that game developers are finally starting to tap into the potential of integrating ads within games more effectively, especially with the growing trend of gaming content consumption in video format.
A recently released study by Midia Research examines the playing habits and video consumption trends among gamers.
As an enthusiast, I can’t help but feel excited about the prospect of game creators focusing more on inventive methods to weave advertisements seamlessly into their future projects. This recommendation stems from recent discoveries that indicate such a move could significantly enhance the gaming experience.
A significant point to consider is the increasing trend of viewers consuming game-related content through videos, suggesting potential avenues for integrating such content natively within video games themselves.
The basics
In-game advertising is a well-established method for monetizing video games.
A fundamental distinction exists between dynamic and static advertising.
Distinct instances of effective advertising integration are evident in both FIFA and NBA 2K, as they incorporate dynamic advertisement panels and realistic brand representations.
In the world of Fortnite, dynamic ad content significantly contributes to its appeal. Regular partnerships with brands like Balenciaga, Marvel, and Travis Scott, frequently manifested as character outfits or special events, are commonplace.
Another key aspect is the distribution of video game content on platforms like Twitch and YouTube.
Publishers have been leveraging these video platforms as a means to advertise their video games. Consequently, platforms like Twitch and YouTube enjoy income through ad revenues and developer payments.
The study now advises publishers and developers to make this form of advertising more efficient.
Advertisements in games?
The research indicates a potential strategy for game creators: building integrated video platforms directly into their games, aiming to reclaim user interaction and financial returns previously diverted to services such as Twitch and YouTube.
The study focuses on three key areas:
- Gamers’ video content viewing behaviour by age bracket (Q2 2024)
- Viewers’ weekly time spent playing games and watching social videos (Q2 2024)
- Game viewers’ monthly spending on in-game purchases, compared to the average gamer (Q2 2024)
In order to find out how deeply players interact with the content of their favorite games, we conducted a survey among gaming enthusiasts from countries including the USA, United Kingdom, Australia, Canada, Germany, Sweden, South Korea, and Brazil.
As a devoted gaming enthusiast myself, I’ve discovered that on average, I, along with many other gamers, devote approximately 7.4 hours each day to actively engaging in gameplay. Furthermore, we also spend around 8.5 hours consuming video, audio, or written content related to these games.
Approximately a quarter of frequent in-game buyers tend to also absorb more game-related content, and they often invest more in-game money when they consume more of this content.
“It is time for game publishers to see creators as more than marketing.
The userbases of the largest game publishers and distributors are sizable enough to create their own game content platforms alongside Twitch and YouTube.”
The main strategy here is to create some space between themselves and well-known video platforms such as Twitch and YouTube, in order to broaden the audience for their own content and secure more autonomy over it.
It’s generally advisable to incorporate proprietary video content within games or on personal development platforms wherever feasible, as this strategy can help expand the reach of the content and attract more favorable ad partnerships with outside parties.
It might make sense to add more video content within games, possibly for monetization purposes. However, a radical shift away from current platforms is hardly expected.
As a passionate viewer myself, I’ve come to realize that creating my own platform for exclusive video content might not surpass current market leaders or yield substantial earnings.
“Our report offers insights that could guide you towards regaining audience interaction and income lost on external platforms. Feel free to download the key points for free!
— MIDiA Research (@midiaresearch) December 2, 2024
As a gamer myself, I’d say the key to expanding our player base is by creating more engaging video content. That’s what I’d do, anyway!
In the end, those who watch such videos tend to be more inclined towards purchasing items within the game, as indicated by the research.
This strategy would allow the video game industry to directly benefit from the content it produces.
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2024-12-06 12:39