Reports Games

US Gamers Targeting Games Franchises to Compete in the Attention Economy

Report by Karol Severin
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The 20,000 Foot View: Games used to be isolated from other media activities. This has all changed with the rise of the attention economy, and the shift of gaming devices from purely consoles, to smartphones now supporting other media formats. This dynamic opens a floodgate of opportunities for media and entertainment companies, tech majors, telcos and brands alike to create cross-entertainment collaboration and marketing opportunities. To leverage these effectively, in this report we delve deep into the audiences of key games franchises and their behaviour across the media and entertainment landscape. 

Key Findings

  • Gaming is now mainstream in the US: XXX of consumers spend at least one hour per week gaming, compared to XXX streaming music and XXX streaming movies or TV 
  • Gaming and video audiences overlap strongly: XXX of weekly US Fortnite users use Netflix weekly, compared to just XXX that use YouTube weekly
  • More US Assassin’s Creed players use Netflix and Amazon Prime Video weekly than they do YouTube
  • Assassin’s Creed weekly active users (WAUs) are a core opportunity for Amazon, with Prime Video WAU penetration XXX among this group more than double the all-consumer average XXX attracts both casual and hardcore gamers, with higher US WAU penetration among Pokémon players XXX than Call of Duty XXX Assassin’s Creed XXX or Fortnite players XXX is the top social media platform for games franchise audiences
  • FIFA WAUs over index for usage of WhatsApp XXX and Twitter XXX compared to other games franchises (e.g. XXX of Call of Duty WAUs use WhatsApp and XXX use Twitter)
  • God of War users are more than twice as likely to spend XXX on games than average gamers 
  • Games franchises will increasingly penetrate both the video and music landscapes in 2019 and 2020

Companies and brands mentioned in this report: Amazon Echo, Amazon Music Unlimited, Amazon Prime Video, Apex Legends, Assassin’s Creed, Bear Grylls, Call of Duty, Counter Strike, CSR Racing, Facebook, Facebook Messenger, Far Cry, FIFA, Fortnite, Forza, God of War, Grand Theft Auto, Instagram, League of Legends, Marshmello, Minecraft, Monster Hunter, NBA XXX Netflix, Pinterest, PlayStation, Player Unknown Battleground, Pokémon, Red Dead Redemption, Snapchat Spider-Man, Sony, Super Mario, The Grand Tour, Twitch, Twitter, WhatsApp, YouTube

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