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Going Beyond Sync Mutually Beneficial Opportunities in Music And Games

Report by Karol Severin
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The 20,000 Foot View:  There is a significant behavioural and demographic overlap between gamers and music consumers. An affinity for music, adoption of subscription services, attendance of live music events, merchandise sales and following celebrities on social media, are just a few of the many indicators in which gamers over-index, compared to average consumers. Furthermore, they often rank comparably to, and sometimes surpass, the rates of their music consumer counterparts. Coupled with the fact that music can be enjoyed while gaming, bridging the two worlds gives brands more latitude to develop symbiotic relationships. For now, many of those are largely untapped, or brands are just beginning to scratch the surface of what is possible. The time to dive deeper into strategic partnerships between music and games is now, while they are still seen as innovative and before they become a common standard and the landscape becomes saturated, with less choice for commercial partnerships.

Key Findings

  • In the US        of PC gamers,        of mobile gamers and        of console gamers say that music is an important part of life 
  •        of console gamers,        of PC and        of mobile gamers watch music videos, compared to        of weighted consumer average 
  • Between        and        of gamers run or work out to music, compared to a        weighted consumer average
  •        of console gamers pay a monthly music subscription, compared to a        weighted consumer average
  • Apple Music has the largest share of gamers among its user base, with        of weekly users being mobile gamers
  • Despite Apple’s proportional lead in gamer share, Spotify has the larger absolute number of gamers among its user base
  • At        games aficionados buy more artist merchandise than music aficionados       
  • High-spending gamers are more likely to attend live concerts than low-spending gamers

Companies mentioned:  Activision, Apple Music, EA, Grand Theft Auto (GTA), Pandora, PlayStation, Spotify, Xbox

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