Dentsu and GWI Unveil “2024: State of Gaming Report”

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Why gaming is no longer just a side quest for brands


Key insights include:

  • 2.4B people worldwide use a device to play games, with 654M across 53 markets having purchased video game content in the last month[1]
  • In Q2 2024, gaming live streaming is up 10%, with over 8.5B hours watched across all streaming platforms[2]
  • Despite the huge opportunities and distinct audiences, gaming ad spend is still under 5% of total mix[3]
  • Average age of a “gamer” is 37 (up from 33 in 2015)[4]
  • Three-quarters of luxury buyers are gamers, with over 55% using their smartphones to play games[5]
  • Gaming is a critical part of the entertainment mix demonstrating the opportunity for transmedia IP: 51% of people feel favorable about entertainment franchises expanding into gaming; two-thirds of gamers switch between gaming and entertainment content within the same hour.[6]

London, 22nd October 2024 – Dentsu, in partnership with GWI, the global consumer research company, today announced the release of its 2024: State of Gaming Report, providing an in-depth analysis of the gaming industry’s current landscape, future opportunities and the inescapable reality that brands no longer treat gaming as a side quest in their media strategies, but rather as a golden opportunity to expand and dive deeper with key audiences. This comprehensive report featuring analysis from dentsu, experts and brands, highlights the significant growth and cultural impact of gaming, positioning it as a crucial space for brands to engage with their audiences.

The report underscores that the gaming industry has surpassed the combined value of the music and movies industries in scale, with a market value of nearly $184 billion and a global gamer population of 3.38 billion, and yet accounts for less than 5% of advertising spend. It emphasizes the importance of authentic engagement with gaming communities, noting that brands can achieve higher viewability and attention through gaming environments compared to traditional media, and highlighting how the maturing demographic of gamers, with higher disposable income, creates unique brand opportunities.

Brent Koning, EVP Global Gaming Lead at dentsu, commented: "There are too many opportunities for brands to ignore in gaming today. Integrated gaming marketing plans have touchpoints in playing, watching, and creating in and around games. Brands can be active participants and build credibility with these communities by supporting the games that players subscribe to. A thoughtful gaming strategy will then be rewarded by consumers, with brand love, when the value exchange is created for the player.”

The report also highlights the diverse demographics of gamers, debunking outdated stereotypes and showcasing that gaming spans all age groups and lifestyles. With insights from dentsu’s proprietary data and identity platform, Merkury, and up to the minute research from GWI, the report reveals that gaming is a key passion area for various consumer segments, including luxury buyers, QSR (Quick Service Restaurant) customers, and next-gen holiday-makers, to name a few.

Magali Huot, VP Global Gaming Strategy at dentsu, adds: "Even though gaming is growing up and reaching all ages, the label of being a ‘gamer’ still carries some outdated stereotypes. When considering how your brand can tap into the gaming world, it’s important to forget the labels and really understand your audience—how they play, what drives them, and what they enjoy – that’s where the real opportunity lies.”

Contributors to the report also include:

  • Harry Boyd GWI Insights Analyst
  • Jill Alger GWI Senior Insights Manager
  • Claire Nance Head of Gaming Business Success Strategy, Activision Blizzard Media
  • Doug Rosen GM / Head of Global Games & Emerging Media at Paramount
  • Itamar Benedy CEO, Anzu
  • Michael Scott VP, Head of Sales and Operations, Samsung Ads
  • Andrea Garabedian Amazon Ad’s Head of Brand Partnership Studio

For more information download the full report.


[1] Source: GWI Core Q1 - Q2 2024

[2] Source: GWI Gaming Q2 2024

[3] eMarketer AdSpend Forecast March 2024 – Gaming represents $8.59BN of a total $362.81BN forecast.

[4] Source: GWI Core Q1 - Q4 2015 & Q1 - Q2 2024 / GWI Gaming Q2 2024

[5] Source: GWI Luxury Q3 2023

[6] Dentsu Consumer Navigator Survey 2024