PPB December 2020

(Not) Child’s Play User engagement and revenues for gaming companies and platforms have increased during the pandemic, accelerating existing trends in the gaming industry. Despite the widespread economic disruption, the global video game industry is thriving, offering an engaging distraction for users while social distancing. According to Newzoo’s 2020 Global Games Market Report, the global video game market is expected to be worth $159 billion in 2020, about four times box of ce revenues ($43 billion) and nearly three times music industry revenues ($57 billion). Gamers in North America account for a quarter of this revenue. Consumers today are buying fewer games than in previous decades, but are spending more time on those games, shifting the business model from single unit to recurring revenue generated from a game’s base of active users. This means making video games as compelling as possible by adding additional downloadable content (DLC) through in-game monetization which can include expansion packs, new features, tools and characters, and “loot boxes,” or virtual items that can be redeemed for other virtual items. Forty-eight percent of the industry’s revenue comes from mobile games, and games released during the pandemic are performing well, with titles such as Doom Eternal (a rst- person shooter) and Animal Crossing (a world-building simulation) both shattering sales records after launching. According to Comcast, new game downloads have increased by 80 percent. Esports has been the most affected part of the industry with its reliance on live events. However, esports also started growing in popularity during COVID-19. With broadcasters looking to ll hours of cancelled sports content, esports competitions are being shown on live TV. NASCAR hosted its iRacing series, having one of the most successful events with one game attracting 1.3 million viewers at its peak. Politicians are also using tech and games to reach this audience. In October, Rep. Alexandria Ocasio-Cortez (D-NY) made her debut on Twitch, a live-streaming platform, to play Among Us (a multiplayer social deduction game) and encourage viewers to vote. She became one of the platform’s biggest broadcasters with her stream peaking at 435,000 viewers around the time of her rst match, according to Twitch. According to Streamlabs, platforms like Twitch, YouTube Gaming and Facebook Gaming have experienced a surge, with nearly a 20-percent increase in usage hours. While more consumers decide to join online gaming communities, clients involved in the gaming industry will want brands front and center of this growing audience. Perfect for direct mailing campaigns, promotional products present an opportunity to keep end users engaged and connected. anttoniart / Shutterstock.com. This Plug 'N Play Controller comes with 220 built-in games, requires no expensive game console and connects to any TV with AV inputs. Enjoy hours of fun gaming just about anywhere. Powered by built-in USB or three AA batteries (batteries not included). National Vendor Promotions / PPAI 572142, S5 / www.natvenpromos.com GROW | DECEMBER 2020 | 41