US Advertising in Gaming Market Report 2023

This report provides deep insight into the advertising in gaming industry in the US. Understand where and how gamers want to see in-game ads and ads about gaming and ground your advertising strategy in raw data with expert analysis today.

Below, we summarise the key topics covered and offer prominent insights from the report itself.

Key Topics Covered

• Digital advertising trends impacting the video game industry.
• Advertising strategies and opportunities to engage players in the video gaming space.
• Player exposure and reactions towards advertising they see in and around gaming.
• Players’ gaming advertising recall by industry, and what they want more and less of.
• Common associations players make about the ads they’re served in-game.
• Player preferences and attitudes towards advertising and brand sponsorships in the gaming space.

Advertising in Gaming: Industry Overview

Video games are set to receive more ad investment, with the in-game advertising market on track to notch an 11% CAGR from 2022-2030. This growth outpaces overall projections for digital advertising growth over a similar period. While promising for the advertising in gaming industry, ad-blockers, ad-free streaming services, and new online privacy policies mean marketers must look to other avenues.

Advertising in Gaming Consumer: Quickfire Statistics

This report gathers real consumer data, sourced with Mintel. Below we provide some of the statistics this report offers.

• Almost three-quarters of gamers recall seeing some form of in-game advertising in the past three months. While 24% don’t remember seeing ads or sponsored content from the travel industry, they would like to, indicating promise for targeting here.
• Most gamers agree some games are designed to deliver ads. Low-quality monetisation-focused strategies may cause negative perceptions, whereas partnering with quality games that gamers want to play may encourage a reversal of this.
• Older gamers (55+) see ads as distracting overall. Younger gamers are more positive, and honing down further, males aged 18-34 moreso. Targeting around demographics by working closely in gaming/advertising partnerships to understand player bases could yield more relevant/desired results, and therefore engagement.
• As found in Mintel’s US eSports Market Report, males aged 18-34 remain a key demographic. Importantly though, women in gaming should – based on the data that women game almost as much as men – be strongly considered going forward. Energy drinks market research also shows promise for partnerships in that category, with a surge in gamer energy drinks hitting the market.

Drive your insight strategy today with this consumer-focused report. Looking for something else? Try our gaming market research or marketing and advertising research.

Brands Discussed

With partnerships like Mountain Dew and Call of Duty cemented in consumers’ minds, this market report analyzes opportunities based on real-world examples. Innovation and marketing/advertising strategies delivered successfully, such as Nintendo’s Super Mario Bros Movie, shed light on where brands can drive their efforts to deliver similarly successful campaigns.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis

Leading gaming analyst and expert Brian Benway takes a first-person view into the US advertising in gaming industry with deep analysis in this report.

Advertising in gaming is an effective way to reach a wide audience, and young adult gamers are willing to play along, if it’s a fair and respectable exchange.

Brian Benway
Research Analyst, Gaming and Entertainment