Video games have evolved beyond the realm of fleeting hobbies, and cybersport is recognized as an official sporting discipline. Computer games aren’t just about the game itself: for some, it’s a sport, for others, a means of escape, the rest search for a community of game teammates, and some folks make a lot of cash in online games. Let us guess, you belong to the latter group, right?
In this article, we’ll dive into the most relevant aspects of making money in the gaming vertical. We will also explore the hottest trends that are on our radar so that you are one step ahead of the competition and know all the most advanced features.
Gaming market in a nutshell
The gaming industry is a massive sector of activity that centers around playing electronic games, whether on consoles, computers, or mobile devices. The gaming industry encompasses a wide range of genres and platforms, from single-player adventures to massively multiplayer online (MMO) games. It is a dynamic and fast-paced environment that is home to many diverse demographics. The main value of gamification is the immersive experience and emotional rollercoaster that you cannot find in real life. There are many formats to try, from casual puzzles to complex story-driven epics. As technology advances, the quality, interactivity, and scope of games continue to grow, making gaming one of the most exciting forms of entertainment around the world. For some, it’s not just a way to escapism and recreation, but a full-time job, whether they are cyber athletes, streamers, cosplayers, or game developers.
What is the difference between gaming and iGaming?
While traditional video games are typically referred to as gaming, internet gambling activities are explicitly referred to as iGaming. This covers online poker rooms, sportsbooks, casinos, and other online wagering activities. The primary differentiation may be seen in the kind of activities involved: whereas iGaming is around the possibility of winning real money, gaming is more about enjoyment and skill-based tasks. Although both industries make use of state-of-the-art technology and intuitive user interfaces, there are notable differences in their target markets, corporate structures, and regulatory frameworks.
If you realized at this point that your cup of tea between these two is certainly iGaming, our comprehensive guide detailing the different aspects of iGaming advertising will help you become a pro in this field.
Gaming as a source of traffic for affiliate and digital marketing
The gaming industry has become a powerful source of traffic for digital marketing and affiliate marketing strategies. Gaming platforms have a highly technologically literate and engaged audience, making them ideal for marketing initiatives. Affiliates can profit off the excitement of players by promoting goods associated with games, in-game purchases, and subscription services. To attract a captive audience, digital marketers may also use tailored ads on gaming platforms or within games. Games’ immersive and interactive qualities also present special chances for innovative advertising formats, such as branded content and in-game sponsorships, which increase user engagement and conversion rates. Because of this, gaming is a priceless medium for marketers trying to reach a lively and expanding audience.
Some statistics that make sense
From being a specialized pastime, gaming has grown rapidly to become one of the largest sectors in the entertainment market — the whole industry is currently valued at $282 billion. Globally, the video game industry’s revenue has been steadily increasing. According to J. Clement’s 2024 report on Statista, the global revenue in the “Games” segment of the media market is projected to increase by a total of 211.4 billion U.S. dollars (+46.43%) from 2024 to 2029. The market has grown for seven years running, and by 2029, it is predicted to have reached a new top of 666.69 billion US dollars!
And if you’re worried that there won’t be enough users to promote a gaming offer, wipe the sweat off your forehead. There will be 3.32 billion gamers worldwide by the end of 2024, according to Josh Howarth. So you will not lose your traffic, because the industry is vast and progressive, and the number of active users viewing ads there is only growing.
The 8 most cutting-edge trends in gaming
Gamers are a highly advanced and flexible community and to match their preferences and interests you need to be on the same page with them. You can be an infinitely savvy and experienced marketer, but if you need to catch up on key industry trends, you avoid falling by the wayside with your outdated creatives, ideas, and approaches to promoting offers. To prevent this from happening, check out the gaming industry trend highlights in this section.
Cross-platform gaming
Cross-platform gaming continues to gain momentum in 2024, breaking down barriers between different gaming devices and allowing players to enjoy seamless experiences across consoles, PCs, and mobile devices. This trend is driven by major game developers who recognize the importance of a unified player base. For advertisers, this means broader reach and more diverse engagement opportunities, as gamers no longer need to stick to a single platform.
Metaverse integration
The idea of a virtual world called the metaverse is becoming more popular in games. It’s a place where people can interact with each other, work and play together. Games like Fortnite and Roblox are leading the charge, creating expansive digital ecosystems. For marketers, the metaverse presents a unique frontier for immersive brand experiences, virtual events, and digital product placements that feel native to the environment.
Cloud gaming
Cloud gaming is revolutionizing how games are played, removing the need for high-end hardware by streaming games directly to devices. Services like NVIDIA GeForce Now, Google Stadia, and Xbox Cloud Gaming are making high-quality gaming accessible to a broader audience. This trend not only lowers barriers to gaming but also opens up new avenues for marketers to reach gamers through integrated ad platforms within cloud services.
Enhanced AI and NPC interactions
Artificial Intelligence (AI) and Non-Player Characters (NPCs) are becoming more technologically advanced, providing deeper and more realistic interactions in games. This expansion enhances the gaming experience by making game worlds more dynamic and engaging. For advertisers, advanced AI can facilitate more personalized and responsive advertising within games, tailoring promotions to individual player behaviors and preferences.
Sustainable gaming practices
An increasing number of players and stakeholders are calling for more responsible gaming practices, and companies are doing their part by implementing sustainable practices, ranging from using eco-friendly materials in hardware to optimizing game servers for energy efficiency. Brands that uphold these values can improve their reputation and attract the environmentally conscious gaming community.
Esports expansion
Esports continues to expand its reach and influence, with more games, tournaments, and viewership than ever before. The professional gaming scene is attracting significant investment and viewership, becoming a mainstream entertainment option. For advertisers, esports offers a highly engaged and loyal audience, perfect for targeted advertising, sponsorships, and innovative marketing campaigns that resonate with fans.
Virtual Reality (VR) and Augmented Reality (AR) growth
VR and AR technologies are becoming more mainstream, providing immersive and interactive gaming experiences. Games like Half-Life: Alyx has set new standards for VR, while AR games continue to blend digital and physical worlds. These technologies provide unique opportunities for advertisers to create captivating and memorable experiences, from virtual showrooms to augmented product demos.
Multiplayer gaming
The way that games are played is changing due to the popularity of the multiplayer gaming format, which promotes social interaction and the development of communities. Whether it is through competitive matches in first-person shooters, cooperative quests in role-playing games, or massive online battle arenas (MOBAs), multiplayer modes keep players hooked for extended periods. This presents a great opportunity for advertisers to reach these active communities through social media campaigns, in-game events, and branded content.
Blockchain and NFTs
Blockchain guarantees transparency and security, while NFTs enable unique, tradable digital items. This trend opens up innovative advertising opportunities, like branded NFTs and blockchain-based rewards systems, giving players exclusive and valuable digital assets tied to brand promotions. Blockchain technology and non-fungible tokens (NFTs) are revolutionizing the gaming industry by introducing new ways for players to own and trade in-game assets securely.
Classification of gaming offers that you should know
You most likely want to correctly target your offer in the gaming industry and avoid wasting investment. Then you need to understand the typology of games and related activities to figure out their features and characteristics and target audience patterns. Below there is a list of the most relevant game subspecies and game formats so that you can choose the most appropriate one for your team. Although this is not an officially accepted classification, it is proven in practice and easy to understand in your work.
Desktop games
Desktop games are still an essential component of the gaming industry, with their powerful performance, complex graphics, and expansive gameplay experiences. They appeal to a more hardcore gaming audience and offer a platform for advertisers to engage with gamers who devote a significant amount of time and money to their hobby. Opportunities include in-game advertising, partnerships for exclusive content, and sponsorship of gaming events or streams to reach a devoted and passionate user base.
Mobile games
The gaming industry is still dominated by mobile games, which offer a broad variety of genres and experiences that can be accessed straight from smartphones and tablets. These games can be anything from lighthearted puzzles and extremely casual time-killers to intricate, narrative adventures. Because of their portability and accessibility, they are very popular, especially in light of the growing popularity of freemium models that promote in-app purchases. As for advertisers, mobile games offer a wealth of opportunities for sponsored content, in-app promotions, and targeted ads, reaching a large and diverse audience at any time or place.
Virtual Reality (VR) games
Virtual Reality (VR) games offer an immersive gaming experience, transporting players into highly interactive 3D environments. This ultramodern technology is gaining market share with progress in VR hardware and content development. For advertisers, VR games provide a unique opportunity to create highly engaging and memorable marketing experiences. Brands can develop branded virtual environments, sponsor VR events, or integrate product placements within the virtual worlds, offering an unparalleled level of interaction with potential customers.
Dating simulators
Dating simulators occupy a truly unique niche in the gaming world. They are narrative-driven games focused on building relationships between characters. The main mechanic here is to try on the role of your avatar and make choices for them that affect the storyline. The exciting and often emotional interaction makes such games especially appealing to lonely people or those who lack socialization or romantic intrigue in real life. For marketers, dating simulators offer a platform for the subtle introduction of relevant products and services tied to the game context.
Social casino games
Social casino games combine the genre of gambling with social interaction through communities online. This type of game directly imitates traditional casino formats such as slots, poker, and roulette, but typically does not involve real money betting. Instead, they utilize virtual currency and communication features such as leaderboards and friend competitions. Advertisers can use social casino games to promote entertainment-related products and create branded gaming experiences. They can also appeal to a demographic that enjoys casual games with a social element or has weaknesses in the form of gamble but is not ready to place real bets.
Indie games
Indie games are those created by independent developers (not big gaming brands like Ubisoft). They have gained immense popularity among players in search of a unique experience due to their creativity and niche innovation. These games often feature non-trivial concepts, unexpected solutions, and artistic styles that are not common to mainstream games. Indie games attract loyal and enthusiastic fans, making them a tidbit for local marketing campaigns. Advertisers can partner with indie developers for product placement, sponsor indie game festivals, or support indie game development, as budgets aren’t always large for small studios, and they are open for investments. It’s a great idea to align your brand with the values of creativity and originality embraced by the indie game community.
Relevant sources of traffic for promoting gaming offers in 2024
By utilizing a variety of traffic sources to reach a wide and interested audience, the 2024 gaming promotion scene is more dynamic and varied than before. The following are the main channels generating interest in gaming promotions:
- In-game advertising. As weird as it may sound, it’s common for some game offers to be advertised inside other games. In-game advertising offers a special chance to engage users in their gaming environment. Sports games can incorporate advertising through billboards, adventure games through branded merchandise, and mobile games through incentive videos. With this strategy, advertising is certain to be more interesting and less obtrusive, which frequently leads to increased engagement rates.
- Esports events. Large-scale tournaments such as The International for Dota 2 or League of Legends World Championship regularly gather millions of viewers around the world. Advertising during these events, whether through sponsorships, in-stream advertising, or exclusive promotions, provides unprecedented visibility. The intense viewer engagement and community atmosphere of esports events create the perfect environment for brands to engage with a loyal and passionate audience.
- Social media platforms. Platforms like Instagram, TikTok, and Twitter remain powerhouse channels for gaming promotions. Their massive user bases and advanced targeting capabilities allow advertisers to reach specific demographics effectively. Moreover, don’t forget about the UGC — there is a special community of cosplayers who enjoy sharing social media posts with their fantasy outfits. You can use it for ad placement.
- Influencer marketing. Popular gamers and content producers have a large fan base, which may be used through influencer marketing. Influencers may create authentic and memorable ads by promoting gaming deals through live streams, viral social media postings, and video content. By engaging the committed follower networks of the influencers, this strategy efficiently increases traffic and conversions.
- Streaming services. Services like Twitch and YouTube Gaming, are crucial for gaining insight into the gaming community. Gamers connect to these platforms to watch live gameplay, esports tournaments, and gaming tutorials. Advertisers can utilize pre-roll ads, sponsorships, and collaborations with popular streamers to seamlessly integrate their offers into the content gamers love.
- Online communities and forums. Yes, streaming platforms allow you to gather users around a single newsbreak, but deeper engagement and warmer audiences are hidden elsewhere. Online communities like Reddit, Discord, and specialized gaming forums are a treasure trove of traffic. These platforms host passionate discussions about games and gaming culture. Participating or advertising in these communities can attract targeted traffic because users are already engaged and interested in specific gaming topics.
- Advertising networks. Top-tier traffic sources for gaming offers are advertising networks, which guarantee that your ads are seen by the appropriate people in the most appropriate settings. Ad networks provide the ability to quickly set up targeting choices and creative assets so that your offers show up on relevant websites that your target audience visits. This strategy increases visibility and interaction, increasing the success of your campaign.
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Final thoughts
It’s a funny metaphor that the sphere of gaming is not about jokes and toys at all, but it is a serious industry rich in different types of offers, traffic sources, and types of target audiences. Millions of players from all corners of the planet are constantly connected to new challenges, collect rewards, explore secret Easter eggs, and most importantly — consciously or not, see your advertising right inside the game or outside it on related services. The gamer community is undeniably a society with great potential to absorb ads and take targeted actions. So what are you waiting for? Arm yourself with our selection of current trends, traffic sources, and types of offers, so that while your competitors are staying AFK, you can skim the cream of the gaming vertical. And let any outcome of your campaign be like “GG WP” = good game well played!
