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Bigger Picture Trends: Gaming

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Gaming was already an enormous part of the entertainment category, but COVID accelerated it further, making it an entertainment channel that brands cannot afford to ignore.

Gaming is not just massive, it’s mass. According to research by Activision Blizzard Media, one in three adults across the UK, US, France and Germany is a gamer, and 40% are women.

And it’s not just the gamers that brands can reach – watching gaming is also a trend on the rise. Twitch, Amazon’s streaming platform, grew by as much as 1/3 in March 2020. There are some 2.5 million streamers broadcasting on Twitch, and the top 50 channels have some 30-100,000 concurrent viewers. (Source: Limelight Networks, “The State of Online Gaming,” 2020)

In the first instalment of our Bigger Picture Trends, we consider what the role for brands is within gaming, and how they can use the channel to help them achieve their objectives.

Read the full report here.

Thank you to Lindsey Jordan, Joint Head of Strategy, Andrew Raymond, Strategy Associate Director, and Jack Bradford, Sport & Ents Account Manager, for their contributions to this piece.

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