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