Video games: The ultimate advertising frontier (Spain)

STARTING POINT

In the last decade, video games have solidified themselves as one of the most popular entertainment industries in the world. And yet, in-game advertising only receives about 5% of media investment, according to the IAB. But what if a change in trend is on the horizon? The segment in general and the world of cloud-gaming in particular are being the focus of recurring news and rumors.

STUDY

To assess the potential of this hypothetical advertising medium, we conducted a study alongside our panel-partner Netquest that analyzes the penetration of video games in Spain and the attitudes of the population through a combination of observational and declarative data. Among other insights:

• We delved into the awareness of major brands in the segment.
• We measured the frenzy sparked by the return of Grand Theft Auto.
• We measured the penetration of one of the current hot games, Baldur's Gate.
• We gauged the attention and enjoyment of gamers compared to other forms of entertainment, such as streaming platforms.
• We measured gamers' attitudes toward advertising.