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Resumen general
NUESTROS INSIGHTS
El panorama actual de la publicidad de los videojuegos y de los juegos de móvil está cambiando debido a las nuevas plataformas y la evolución de las expectativas de los consumidores. Nuestras investigaciones y pruebas de primera línea nos permiten cosechar nuevas perspectivas, aceptar los cambios y triunfar en la industria actual.
NUESTRA INVESTIGACIÓN SOBRE LAS TENDENCIAS DE LOS VIDEOJUEGOS ES DE PRIMERA LÍNEA
Utilizamos múltiples vías de investigación, desde encuestas e inmersiones en la audiencia hasta nuestro exclusivo comité de jugadores, para comprender mejor los diversos segmentos del mercado de los videojuegos y saber a qué tipos de anuncios el público responderá positivamente.
Insights del público
Comprendemos el comportamiento, las actitudes y las motivaciones de los consumidores a través de una investigación líder en la industria.
Rendimiento de los medios
Ofrecemos las mejores soluciones de medición para comprender el impacto de la marca y las ventas de la exposición a los anuncios.
Evaluación creativa
Aprovechamos nuestras comunidades privadas de jugadores para probar y validar la publicidad, y analizamos el impacto del alce de la marca mediante la segmentación creativa.
LA IMAGEN DE UN GAMER ESTÁ CAMBIANDO
Nuestra investigación detallada revela información clave sobre las tendencias de los jugadores de videojuegos.
Más información sobre el público gamer
Conoce en detalle cada una de las imágenes de un gamer
LAS SEIS IMÁGENES DE UN GAMER
Solo una pequeña minoría de todos los gamers encajan en el estereotipo común.
Breakdown
Roll over graph
PULSA EN LA GRÁFICA
Imágenes de
un gamer
Negacionistas
62%
Dice no ser gamer, y el 38 % restante no está seguro.
Estilistas de vida
47%
Es más probable que busque contenido de juegos semanalmente que el gamer promedio.
Aventureros virtuales
82%
Dicen que los videojuegos les permiten expresarse.
Jugadores top
139%
Es más propenso a jugar cada semana que el gamer promedio.
Jugadores ocasionales
58%
Es más propenso a jugar a un juego de palabras que el gamer promedio.
Diletantes
57%
Dicen que se sienten competentes al superar obstáculos en un juego.
Más información sobre el público gamer
Conoce en detalle cada una de las imágenes de un gamer
EL PÚBLICO DE ACTIVISION BLIZZARD
Cada mes, casi 250 millones de personas juegan a uno de los juegos de móvil de Activision Blizzard o animan a su equipo de esports favorito. Este apasionado y comprometido público es una plataforma increíble para la publicidad de alto rendimiento.
Jugadores de móvil
245
M
Jugadores a nivel mundial
91
%
INTERESADOS POR LOS JUEGOS DE KING JUEGAN EN MÚLTIPLES PLATAFORMAS
67
%
se identifica como la fuente de ingresos principal de la familia
Espectadores de esports
200
%
Más espectadores durante los playoffs de League que en las temporadas anteriores
60
%
dice apoyar las marcas de los patrocinadores mediante la compra de productos
61
%
de los espectadores de Overwatch League son hombres de entre 18 y 34 años
LEE MÁS SOBRE NUESTROS INSIGHTS
Infórmate sobre nuestros dos segmentos de público y los juegos que les gustan.
INVESTIGACIÓN DESTACADA
Insights para ayudarte a establecer conexiones significativas con tus consumidores.
Sitio web
Galería del jugador
Descubre nuestra Galería del jugador y explora un museo de arte digital lleno de exposiciones que perfilan a los jugadores de hoy en día.
Sitio web
La mayoría de las madres son gamers
Más de dos tercios de las madres juegan en dispositivos móviles, tabletas, consolas y PC, lo que hace que la escena de los videojuegos sea una plataforma importante con la que conectar con este influyente público.
Podcast
¿Quién crees que eres?
Casi un tercio de la población juega a videojuegos y, sin embargo, menos de la mitad se identifica como gamer. En este podcast, exploramos la desconexión entre jugar e identificarse.
ÚLTIMAS NOTICIAS Y CONTENIDO
Understanding What Motivates the Gaming Audience
As brands look to understand how to best reach and engage with gamers, they need to start by understanding the different types of gamers that exist and what motivates them.
The Rise of Female Gamers and What It Means for the Ads Industry
While awareness of the diversity of gamers is increasing, there remains an opportunity to understand better the full depth of female gamers, including their behaviors, motivations, and habits.
Discovering the Effectiveness of In-Game Advertising
Unlike traditional advertising, in-game advertising allows marketers to reach their audiences where they are most engaged and active, making it a more dynamic and flexible form of marketing.
What Sets Gamers Apart From Everyone Else?
How gamers treat the games they love is how they often treat their real lives — with a level of dedication, passion, and a sense of community.
The NDA Gaming Roundtable part 2: do gaming environments measure up for advertisers?
How important a factor is ‘measurement’ in attracting more marketing revenues into the gaming space? Will the loss of third-party cookies and personal IDs impact gaming ad revenues as much as other media channels?
The NDA Gaming Roundtable: brand advertisers need to do more to understand gaming audiences
With the original generation of console gamers now in their 50s, does the marketing industry’s conception of what a gaming audience looks like need to evolve?
Gaming the Attention Economy: how gaming has changed entertainment consumption habits
Today’s audiences are consuming content, especially gaming, throughout the day across multiple devices at a time, with the second screen increasingly acting as a focal point for attention.
Why Is Everyone Suddenly Talking About In-Game Advertising?
The short version, the more media buyers learn about the gaming audience and their entertainment consumption habits, the more essential gamers become to media spending ROI. The long version, it’s complicated.
Companies Try to Sell Videogaming as the Next Big Advertising Channel
Investors are funneling money into companies looking to turn videogames into a marketing platform that can compete with television commercials and online ads.
IAB PlayFronts 2022 Recap
The gaming industry celebrated an incredible milestone when the IAB PlayFronts, an annual marketplace dedicated to advertising and partnership opportunities, kicked off its inaugural in-game advertising event on April 5, 2022.
The Gaming Industry Wants Advertisers To Take It Seriously
Turns out, gamers aren’t just dudes in their parents’ basement. While crass—and frankly just as insulting in 2022 as it would have been 2012—it’s a myth the gaming industry tried to dispel in a formal pitch to advertisers this week.
Crushing It: Lessons in Gaming Activations from Ten Years of Candy Crush
As the iconic mobile game turns ten and launches a nifty new Sonic the Hedgehog tie-in, Jennifer Sharp, vice president of mobile partnerships, Activision Blizzard King, tells Laura Swinton what Candy Crush can teach us about impactful gaming partnerships.
IAB PlayFronts takeaways: Game advertising has arrived — and brands are playing catch-up
Gaming has arrived as both a pillar of popular culture and source of advertising inventory, but some brands and agencies still struggle to grasp the value of this new medium.
Sonic the Hedgehog Teams With Candy Crush to Promote Movie Sequel
With the imminent release of the sequel to surprise hit movie Sonic the Hedgehog, Activision Blizzard’s mobile gaming division King has teamed with the makers of the film to deliver an in-game event through Candy Crush Saga.
Marketing 3.0: Getting Ahead of the Metaverse
The evolution of the web is of great importance to the advertising industry. The dawn of its latest iteration, known as “web3.0,” via related components such as the “metaverse,” have become a heated discussion in the marketing community.
Predictions 2022: Mobile & In-Game
Industry experts give their thoughts on what next year looks like for Mobile and In-Game.
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LGBTQIA Gamers Challenge the Idea of a ‘Typical’ Gamer
LGBTQIA Gamers Challenge the Idea of a ‘Typical’ Gamer
Activision Blizzard Knows The Video Game Industry Hasn't Done Enough To Cater To Big Brands, But Is Working To Change That
Activision Blizzard Knows The Video Game Industry Hasn't Done Enough To Cater To Big Brands, But Is Working To Change That
The Rise Of Gaming As A Major New Media Channel
The Rise Of Gaming As A Major New Media Channel
The Gaming Audience Is A Lot More Diverse And Desirable Than You Think
The Gaming Audience Is A Lot More Diverse And Desirable Than You Think
New Survey Reveals Majority Of Mums Play Video Games
New Survey Reveals Majority Of Mums Play Video Games
Activision Blizzard Media: Monetization Isn’t At Odds With The In-Game Experience
Engagement with games is up during the pandemic, but it’s not only because people are looking for a way to kill time.
Activision Blizzard Media Treats Ad Agencies To A Virtual Esports Tournament
Activision Blizzard Media Treats Ad Agencies To A Virtual Esports Tournament
Advertising Is Coming To Video Games, And The Shift Could Happen Sooner Than Marketers Think
Advertising Is Coming To Video Games, And The Shift Could Happen Sooner Than Marketers Think
It’s Context, Not Length, That Determines The Success Of Mobile Video
It’s Context, Not Length, That Determines The Success Of Mobile Video
Activision Blizzard And Google Enter Into Multi-Year Strategic Relationship To Power New Player Experiences
Activision Blizzard And Google Enter Into Multi-Year Strategic Relationship To Power New Player Experiences
Activision Blizzard Media Launches Player Panel To Test Mobile Ads
Activision Blizzard Media Launches Player Panel To Test Mobile Ads
Why Shorter Isn’t Necessarily Better With Mobile Video
Why Shorter Isn’t Necessarily Better With Mobile Video
Activision Puts In-Game Ads On ‘Easy Mode'
Activision Puts In-Game Ads On ‘Easy Mode,’ Stringfield Says
Highly Social, Gender Diverse And Age Agnostic: Why Brands Must Change Their View Of Gamers
Highly Social, Gender Diverse And Age Agnostic: Why Brands Must Change Their View Of Gamers
Activision Blizzard’s Esports Marketing Chief: We Want Brands to Help us Build Overwatch League
Activision Blizzard’s Esports Marketing Chief: We Want Brands to Help us Build Overwatch League
More Than 2.4 Billion People Will Play Mobile Games This Year, According To Analyst
More Than 2.4 Billion People Will Play Mobile Games This Year, According To Analyst
Betting on Billions: Unlocking the Power of Mobile Gamers
Betting on Billions: Unlocking the Power of Mobile Gamers
Rewarded Video: The Name Of The Game At King
Rewarded Video: The Name Of The Game At King
The Cannes Classic - An esports tournament for the agencies
Always wanted to win a trophy at Cannes? Now’s your chance. The Cannes Classic is a winner-take-all, Call of Duty virtual esports tournament for the advertising and marketing industries.
