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Let's Start By Getting Connected
The current landscape of video and mobile game advertising is being shifted by new platforms and evolving consumer expectations. Our world-class research and testing enables us to harvest new insights, embrace the changes and succeed in today’s industry.
OUR RESEARCH INTO VIDEO GAME TRENDS IS WORLD-CLASS
We utilize multiple avenues of research—from surveys and audience deep dives to exclusive player panels—to better understand the various video game market segments and what types of ads audiences respond to positively.
Audience Insights
We understand consumer behavior, attitudes and motivations through industry-leading research.
Media Performance
We deliver best-in-class measurement solutions to understand the brand and sales impact of ad exposure.
Creative Evaluation
We leverage our proprietary player communities, to test and validate ads, and analyze the brand lift impact by creative segmentation.
THE PICTURE OF A GAMER IS CHANGING
Our in-depth research reveals key insights into video game player trends.
Read more about the gamer audience
Dive deeper into each of the gamer personas
THE SIX GAMER PERSONAS
Only a small minority of all gamers fit the common stereotype.
Breakdown
Roll over graph
TAP THE GRAPH
Gamer
Personas
Denialists
62%
Say they’re not a gamer, with the remaining 38% being unsure.
Lifestylists
47%
More likely than the average gamer to seek out gaming content weekly.
Player Ones
82%
Say gaming allows them to express themselves.
Next Levelers
139%
More likely than the average gamer to engage with a game every week.
Super Swipers
58%
More likely than the average gamer to play a word-matching game.
Dabblers
57%
Say they feel successful when they overcome obstacles in a game.
Read more about the gamer audience
Dive deeper into each of the gamer personas
THE ACTIVISION BLIZZARD AUDIENCE
Every month, over a quarter of a billion people play one of Activision Blizzard’s mobile games or cheer on their favorite esports team. This highly passionate and engaged audience is an incredible platform for high-performance advertising.
Mobile Players
243
M
Players globally
83
%
OF U.S. KING PLAYERS PLAY ON MULTIPLE PLATFORMS
36
%
Identify as the main household earner
READ MORE OF OUR INSIGHTS
Learn more about our two audience segments and the games they love.
FEATURED RESEARCH
Insights to help you make meaningful connections with your consumers.
Website
New Research: The Real Social Connector
Gaming is an inherently social activity. It is an experience made for sharing, whether through multiplayer gameplay, watching others play, or discussing strategies, achievements, and opinions.
Website
The Engagement Game
This report charts both gamers' and non-gamers' entertainment habits to understand how these routines have evolved, from time of day engagement, generational influences, second screening, and ad avoidance.
Podcast
Meet the Millennial Gamers
Take a closer look at one of the most dedicated, invested, and valuable gaming generations today.
THE LATEST NEWS & CONTENT
IAB PlayFronts 2023 Recap
On March 8 and 9, 2023, gaming and advertising leaders convened for the second annual IAB Playfronts – a marketplace dedicated to advertising and partnership opportunities in the gaming industry.
Campaign Gaming Summit: Advertisers Are Ignoring 'Older' Gamers at Their Peril
Advertisers are not paying attention to the “demographic disruption” in the gaming industry, an Omnicom leader has claimed, and are failing to reach the growing generation of "older" gamers.
Activision Blizzard Wants to Erase the Gaming Boundaries
If there’s an easy entry point for marketers to crack gaming, it’s usually through mobile games.
Billions Of People Play Games – Yet Marketers Still Aren’t Spending
Enthusiasm about video games is surging, but marketing budgets have yet to catch up to the hype.
In Adland, the Pace of Change can be Glacial - IAB PlayFronts 2023
Yesterday marked the second and last day of the Interactive Advertising Bureau’s 2023 PlayFronts conference. The event was full of buzz about the ad opportunities present in video games — but it also showed just how glacial the pace of both technological and cultural advancements can be in the advertising industry, particularly when it comes to gaming.
Activision Blizzard’s Head of Business Marketing’s Top 5 Predictions for 2023
As marketers wake up to the fact gaming isn’t to be ignored, Jonathan Stringfield outlines how the space will evolve this year and where attention needs to be directed.
Ad Age Next: CMO 2022 Recap
Learn about the social impact of gaming, how consumers are oriented around the channel, and the vast opportunity for advertisers to engage.
How the Designers of Candy Crush Maintain the Balance Between Monetization and Fun
For over a decade, leading mobile game Candy Crush has threaded the needle between monetization and fun. As the game turns 10, its developers are experimenting with new ways to turn it into potential revenue or advertising inventory — but they have to tread lightly to avoid upsetting this delicate balance.
Video Games Are Dominating Hollywood and Changing Viewing Habits Forever
How entertainment companies are gaming the silver and streaming screens.
Prada’s Candy Crush Fragrance Campaign Drives Sales Bounce, 1,800% Traffic Growth
For Prada Beauty’s foray into the casual gaming space via a new Candy Crush campaign, the results have been sweet.
How Gaming is The Ultimate Social Connector
At Ad Age Next: CMO, Activision Blizzard Media's VP of global business research and marketing, Jonathan Stringfield, weighed in on the current state of gaming, its inherent social nature and the opportunity for brands to tap into advertising's premier social channel.
Get in the Game, with Jonathan Stringfield of Activision Blizzard
PODCAST: One of the biggest blind spots in the entire marketing universe is the opportunity presented by gaming, which, in 2021, was a $180 billion industry. Why are marketers so sheepish to enter the gaming space?
How—And Why—Candy Crush is in The Midst Of A 10th Anniversary Brand Refresh
This week marks the 10th anniversary of the release of Candy Crush, the world’s most popular mobile game.
IAB UK Gaming Upfronts 2022 Recap
Industry leaders convened at the annual IAB UK Gaming Upfronts to discuss the state of gaming and how advertisers can continue to engage this growing channel.
The Interactive Advertising Format That Is Winning Over Audiences
Unlike a traditional static or interactive video ad type, Playables allow users to interact with the brand directly in a fun and immersive way that helps drive awareness and brand recall.
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
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.
Privacy Policy Update
We’ve updated our Privacy Policy. You can view the revised policy here. By continuing to use Activision’s websites, products or services, you acknowledge this revised Privacy Policy.