Key stat: Nearly half (49%) of online gamers are millennials, putting the generation ahead of all others, according to July 2024 data from Comscore.

Beyond the chart:

• EMARKETER estimates that about 187 million people in the US across all demographics will play games this year.
• The type of game preferred varies by age, per Collage Group research. Shooting games are the most popular game type for Gen Z (50%), while action/adventure games are No. 1 for millennials (48%). Gen X (57%) and boomers (60%) are most likely to play puzzle or logic games.
• In-game advertising will account for about $1 of every $36 spent on digital ads in the US in 2024 or $8.59 billion, according to our forecast.

Use this chart:

• Highlight gaming ad opportunities.
• Strategize advertising to reach different generations within games.

More like this:

• Half of US mobile gamers spend more than $50 on games each year
• The increased sophistication of games will attract more brand dollars
• More than half of US consumers like playing video games
• US In-Game Ad Revenues Forecast 2024 (EMARKETER subscription required)

Methodology: Data is from the July 2024 Comscore Inc. report titled "Level Up: Harnessing the Power of Gaming Audiences." 4,570 US adults ages 18-65 were surveyed online in March 2024.