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LOS ANGELES, Aug. 28, 2024 /PRNewswire/ — Global revenue from video games is expected to climb by 6% annually to reach $257 billion by 2028, stealing revenue share from other media types, according to new research by Bain & Company. The global video game market reached $196 billion in 2023, generating more revenue than streaming and box-office sales combined.
For its inaugural Gaming Report, Bain surveyed more than 5,000 consumers across six countries, including Brazil, Indonesia, Japan, the United Arab Emirates, the United Kingdom, and the United States to learn more about the habits and expectations of gamers worldwide.
“We’re seeing a surge in global video game audiences, driven by young people who are spending more time on games and less time on video and other media,” said Daniel Hong, leader of Bain’s global Media & Entertainment practice. “Players say they want more immersive games and more interoperability across devices and platforms. They’re also spending more time in game environments, socializing, shopping, and consuming other media. Bain is watching five key trends that will dictate the future for game publishers and developers.”
Five trends to watch in gaming
Of the people Bain surveyed, more than half (52%) said they play games on a regular basis. Younger consumers spend a greater share of their entertainment budget on video games when compared to older players. To understand these dynamics, Bain mapped out five key trends to watch.
Growing demand for consolidation and mobile games
Bain predicts that as technology in non-gaming devices (mobile phones, TVs, non-gaming PCs) advances quickly and cloud gaming becomes less expensive and more common, players will access games without a console, gaming PC, or other dedicated gaming device. One sign this shift is underway: Although console sales continue to grow in absolute dollars, their penetration level has been flat for about a decade while the global gaming population has steadily increased over the same period. Mobile gamers make up most of new growth, representing slightly more than half of the global gaming market. And while 70% of gamers say they play on several devices, almost all (90%) say they wish to consolidate—many say they are willing to pay for that consolidation.
“Game console and device providers have been hearing for years that their industry will become more device agnostic, and we’re seeing indications that this transition is beginning to take place,” said Anders Christofferson, leader of Bain’s gaming sector and partner within Bain’s Media & Entertainment practice. “As consolidation happens, a few industry leaders will capture customer relationships, using that engagement to ultimately gain market share. Gaming companies will need to redefine their relationships with customers, competitors, and the various other players that make up the video game industry landscape as this shift plays out.”
Boosting performance through effective marketing
The audience for video games is becoming increasingly saturated, and effective marketing is more important than ever. Bain found competition for players’ attention is fierce, with 67% of game players saying that they often consume other media while gaming. This is likely to make it more difficult to maintain high advertising rates, as advertisers may require proof of attention, rather than just reach. Given these challenges, successful marketing will make or break many game developers.
When compared to other software companies, game companies tend to spend more on marketing. On average, gaming companies with revenue less than $1 billion spend about 25% of their revenue on marketing. That’s higher than spending at other software companies which spend about 15%. Yet much of that spending is being misdirected as companies fail to market their games effectively in a crowded field.
One strategy Bain suggests to overcome marketing challenges: using generative AI in early efforts to accelerate marketing campaigns with precision-targeted ads. This includes generating marketing copy and images, quality control, content tailoring and tagging, and measurement.
Media contacts
To request a copy of the media pack on the findings, arrange an interview, or for any questions, please contact:
Katie Ware (New York) — Email: katie.ware@bain.com
Gary Duncan (London) — Email: gary.duncan@bain.com
Ann Lee (Singapore) — Email: ann.lee@bain.com
About Bain & Company
Bain & Company is a global consultancy that helps the world’s most ambitious change makers define the future.
Across 65 cities in 40 countries, we work alongside our clients as one team with a shared ambition to achieve extraordinary results, outperform the competition, and redefine industries. We complement our tailored, integrated expertise with a vibrant ecosystem of digital innovators to deliver better, faster, and more enduring outcomes. Our 10-year commitment to invest more than $1 billion in pro bono services brings our talent, expertise, and insight to organizations tackling today’s urgent challenges in education, racial equity, social justice, economic development, and the environment. We earned a platinum rating from EcoVadis, the leading platform for environmental, social, and ethical performance ratings for global supply chains, putting us in the top 1% of all companies. Since our founding in 1973, we have measured our success by the success of our clients, and we proudly maintain the highest level of client advocacy in the industry.
SOURCE Bain & Company
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