Reports Games

US Gamers Targeting Games Franchises to Compete in the Attention Economy

Report by Karol Severin
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The 20,000 Foot View:  Games used to be isolated from other media activities. This has all changed with the rise of the attention economy, and the shift of gaming devices from purely consoles, to smartphones now supporting other media formats. This dynamic opens a floodgate of opportunities for media and entertainment companies, tech majors, telcos and brands alike to create cross-entertainment collaboration and marketing opportunities. To leverage these effectively, in this report we delve deep into the audiences of key games franchises and their behaviour across the media and entertainment landscape. 

Key Findings

  • Gaming is now mainstream in the US:        of consumers spend at least one hour per week gaming, compared to        streaming music and        streaming movies or TV 
  • Gaming and video audiences overlap strongly:        of weekly US Fortnite users use Netflix weekly, compared to just        that use YouTube weekly
  • More US Assassin’s Creed players use Netflix and Amazon Prime Video weekly than they do YouTube
  • Assassin’s Creed weekly active users (WAUs) are a core opportunity for Amazon, with Prime Video WAU penetration        among this group more than double the all-consumer average       
  • Twitch attracts both casual and hardcore gamers, with higher US WAU penetration among Pokémon players        than Call of Duty        Assassin’s Creed        or Fortnite players       
  • Facebook is the top social media platform for games franchise audiences
  • FIFA WAUs over index for usage of WhatsApp        and Twitter        compared to other games franchises (e.g.        of Call of Duty WAUs use WhatsApp and        use Twitter)
  • God of War users are more than twice as likely to spend        on games than average gamers 
  • Games franchises will increasingly penetrate both the video and music landscapes in 2019 and 2020

Companies and brands mentioned in this report: Amazon Echo, Amazon Music Unlimited, Amazon Prime Video, Apex Legends, Assassin’s Creed, Bear Grylls, Call of Duty, Counter Strike, CSR Racing, Facebook, Facebook Messenger, Far Cry, FIFA, Fortnite, Forza, God of War, Grand Theft Auto, Instagram, League of Legends, Marshmello, Minecraft, Monster Hunter, NBA        Netflix, Pinterest, PlayStation, Player Unknown Battleground, Pokémon, Red Dead Redemption, Snapchat Spider-Man, Sony, Super Mario, The Grand Tour, Twitch, Twitter, WhatsApp, YouTube

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