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Avec l'arrivée de nouvelles plateformes et l'évolution des attentes des clients, le paysage actuel de la publicité dans le jeu vidéo et dans le jeu mobile est en plein changement. Notre recherche et nos tests de calibre mondial nous permettent de mieux comprendre et d'embrasser pleinement les changements pour réussir dans l'industrie d'aujourd'hui.

NOTRE RECHERCHE SUR L'ÉVOLUTION DU JEU VIDÉO EST DE CALIBRE MONDIAL

Nous étudions de nombreuses pistes de recherche (du simple sondage aux débats exclusifs avec nos joueurs) pour mieux comprendre les différents segments du marché du jeu vidéo et le type de publicités auxquelles le public réserve un accueil positif.

Observations sur le public

Nous comprenons le comportement des clients, leur attitude et leur motivation grâce à une recherche inégalée.

Performances des médias

Nous offrons des solutions de mesure de premier ordre afin de comprendre l'impact sur la marque et les ventes de la visibilité des annonces.

Évaluation créative

Nous faisons appel à notre communauté exclusive pour tester et valider les publicités et analysons l'impact sur la marque grâce à une segmentation plus créative de notre public.

Bubble Witch Stella

L'IMAGE DU GAMEUR EST EN PLEIN CHANGEMENT

Notre recherche approfondie fournit des informations clés sur les tendances dans le monde des gameurs.

En savoir plus sur le public des gameurs

Résumé du sondage du public

Familiarisez-vous avec chacun des différents personnages qui composent le public des gameurs

Galerie du gameur

LES SIX PERSONNAGES QUI COMPOSENT LE PUBLIC DES GAMEURS

Seule une petite partie des gameurs correspondent au stéréotype bien connu.

Analyse
Graphique avec effet de survol

APPUYEZ SUR LE GRAPHIQUE

Personnages qui composent
le public des gameurs
Rejeteurs
 62%
Ne se disent pas gameur. Les 38 % restants ne sont pas certains.
Mode-de-vistes
 47%
Plus susceptible que le gameur moyen de rechercher du contenu chaque semaine.
Joueurs 1
 82%
Disent que les jeux vidéo leur permettent de s'exprimer.
Maîtres des Niveaux
 139%
Plus susceptibles que le gameur moyen de jouer à un jeu chaque semaine.
Glisseurs d'Index
 58%
Plus susceptibles que le gameur moyen de jouer à un jeu de correspondance de mots.
Amateurs
 57%
Disent se sentir accomplis après avoir surmonté des obstacles dans un jeu.

LE PUBLIC D'ACTIVISION BLIZZARD

Chaque mois, près d'un quart de million de personnes jouent à l'un des jeux mobiles d'Activision Blizzard ou encouragent leur équipe d'eSport préférée. Ce public particulièrement passionné et engagé représente une plateforme incroyable pour une publicité à haut rendement.

Joueurs sur mobile

Spectateurs eSport

EN SAVOIR PLUS SUR NOS OBSERVATIONS

En savoir plus sur nos deux segments d'audience et les jeux qu'ils aiment.

LES DERNIERS CONTENUS ET ACTUALITÉS

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August 16, 2022

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.

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July 26, 2022

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.

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July 20, 2022

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.

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June 13, 2022

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?

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June 09, 2022

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?

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Claire Nance

June 08, 2022

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.

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May 03, 2022

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.

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April 22, 2022

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.

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April 13, 2022

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.

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April 08, 2022

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.

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April 08, 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.

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April 07, 2022

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.

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March 29, 2022

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.

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Jonathan Stringfield

January 11, 2022

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.

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December 07, 2021

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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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

October 31, 2021

A Break in the Natural Order of Media

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

October 28, 2021

The Legacy of 2020 on Media Habits: The Second Screen

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Claire Nance, Head of Global Communications & Marketing Strategy

May 25, 2021

First-Gen Gamers: Millennials Take Center Stage

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

May 02, 2021

Gaming (And Marketing) On Easy Mode

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

March 29, 2021

Advertising Going Back For The Future: The Upside Of A Post-IDFA World

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Claire Nance, Head of Marketing Communications

March 04, 2021

Welcome To The Era Of Mobile-First Gaming

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

January 27, 2021

The Gaming Audience Is More Diverse Than You Think

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Zachary Heinemann, Head of Quantitative Research

January 13, 2021

In The Competition Between Esports And Traditional Sports, The Winner Is Clear

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

January 12, 2021

Gaming In 2021: What’s Old Is New Again

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Jan Bojko, Head of Market Research

November 16, 2020

Level Up: How Video Games Conquered The World

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Jan Bojko, Head of Market Research

November 04, 2020

Gamers Are Not Who You Think They Are

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Jan Bojko, Head of Market Research

September 09, 2020

How To Get In The Game – And Why You're Missing Out

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Meredith Worrilow, Director, Global Business Marketing, Measurement, and Insights

August 31, 2020

Mom's Got Game

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Zachary Heinemann, Head of Quantitative Research

June 21, 2020

LGBTQIA Gamers Challenge the Idea of a ‘Typical’ Gamer

LGBTQIA Gamers Challenge the Idea of a ‘Typical’ Gamer

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Jan Bojko, Head of Market Research

June 15, 2020

Getting To Know Gamer Dads

Getting To Know Gamer Dads

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June 09, 2020

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

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May 26, 2020

The Rise Of Gaming As A Major New Media Channel

The Rise Of Gaming As A Major New Media Channel

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May 20, 2020

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

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May 17, 2020

New Survey Reveals Majority Of Mums Play Video Games

New Survey Reveals Majority Of Mums Play Video Games

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May 11, 2020

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.

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May 04, 2020

Activision Blizzard Media Treats Ad Agencies To A Virtual Esports Tournament

Activision Blizzard Media Treats Ad Agencies To A Virtual Esports Tournament

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March 30, 2020

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

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February 02, 2020

It’s Context, Not Length, That Determines The Success Of Mobile Video

It’s Context, Not Length, That Determines The Success Of Mobile Video

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January 22, 2020

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

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December 17, 2019

Predictions 2020: In-Game Advertising

Predictions 2020: In-Game Advertising

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December 15, 2019

Activision Blizzard Media Launches Player Panel To Test Mobile Ads

Activision Blizzard Media Launches Player Panel To Test Mobile Ads

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November 03, 2019

Why Shorter Isn’t Necessarily Better With Mobile Video

Why Shorter Isn’t Necessarily Better With Mobile Video

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October 06, 2019

Activision Puts In-Game Ads On ‘Easy Mode'

Activision Puts In-Game Ads On ‘Easy Mode,’ Stringfield Says

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August 20, 2019

What In-Game Mobile Advertising Offers

What In-Game Mobile Advertising Offers

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July 16, 2019

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

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June 17, 2019

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

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June 13, 2019

Does Adland Have a Gaming Blind Spot?

Does Adland Have a Gaming Blind Spot?

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March 05, 2019

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

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March 04, 2019

Betting on Billions: Unlocking the Power of Mobile Gamers

Betting on Billions: Unlocking the Power of Mobile Gamers

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December 20, 2018

Rewarded Video: The Name Of The Game At King

Rewarded Video: The Name Of The Game At King

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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.

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Level up your brand awareness with high performance advertising.

With decades of experience and a legendary portfolio that includes iconic game franchises like Candy Crush™, Call of Duty®, World of Warcraft® and StarCraft®, we make it possible for brands to engage with hundreds of millions of active users all around the world.

For media inquiries, contact
abm@activision.com

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