From marketing to monetisation The games video opportunity for games companies

Games-related video consumption is now as big as established TV and video genres. Despite games companies providing the fuel for the games video sector (i.e., games experiences, processed into content by creators), the monetisation is mostly enjoyed by established games video platforms. Games companies have an opportunity to deploy an additional interactive layer of experiences into video creation and consumption. In doing so, they can create incremental revenues for themselves and creators, and improve consumer experience without majorly disrupting the already established value and relationships with video platforms.

Methodological note: Whenever this report mentions ‘games companies’, it includes games publishers, developers, and publisher-developer hybrids.

Companies and brands mentioned in this report: Activision, Facebook Gaming, Human Fall Flat, Microsoft, Xbox Game Pass, Roblox, Call of Duty, YouTube, Twitch

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