Executive Summary

Brand interest in monetizing video games is rising, especially with the buzz around the metaverse. But the variety of platforms, game types, and ad formats can make it challenging. Gaming continues to become more popular—especially among the otherwise difficult-to-reach Gen Z—and will be much harder for marketers to ignore.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. How big is the gaming audience in the US, and who plays the various types of video games?
2. What monetization methods do game developers use, and of those, which are the most useful for marketers?
3. Where should marketers be focusing their efforts in 2022 and beyond?

WHAT’S IN THIS REPORT? We look at the different ways developers monetize video games and identify which of those methods are the most useful for marketers.

KEY STAT: 162.9 million people in the US play mobile games, by far the most of all digital gaming groups by device.