Games discovery and conversion Navigating between generations in the 2020s

The 20,000 Foot View: The 2020s population is split between digital natives and older digital migrants, which shapes how consumers discover and convert to new games. Younger consumers are more likely to discover via channels and formats pioneered by digital natives, such as creator coverage and social media feeds. Older consumers remain more likely to discover via traditional word of mouth and formal reviews. Games discovery and conversion now depends upon planning and building around the generational nuances of discovery. 

Key insights

           of consumers discover games via social media feeds, the same as word of mouth, traditionally considered the most important marketing tool            and over            discover via social media feeds and word of mouth (social media skews younger and word of mouth older), with clear implications for campaign optimisation
• Digital native            tactics (e.g., creator reviews, Discord)            still niche but point to            future of games discovery 
• Formal reviews            creator recommendations are both niche            but            of the former are                       and            of the latter are           
• More consumers            games from social media ads            YouTube or Twitch ads            with            activities nearly equally distributed across            natives and older consumers
• Free trials            the key driver of trying            games at            penetration, though the            skews towards those over            at                       of           
           of consumers consider online multiplayer to be a key driver of trying a new game (of which            are digital natives)
• Metaverses present            opportunity for discovery and conversion,            for digital games distributors who            increasingly need to give consumers            reason to hang around, rather            rely on appointed purchase intent 

Companies and brands mentioned in this report: App Store, Discord, Epic Games, Netflix, Peloton, PlayStation Now, Polystream, Spotify, Steam, Twitch, Xbox Game Pass, YouTube, Zoom