Your mum spends 11% of her time playing video games | Skill Tree #39
Gamer Generations Report
General stats
All generations play & engage with games (e.g. viewing, creating), e.g. 94% of Gen Alpha and 43% of boomers. Younger generations are more likely to engage in multiple ways. 70% of gen Alpha both play and view
Baby boomers spend 11% of their leisure time gaming, Gen Alpha 22%. Time spend gaming increasing the younger the audience
Everyone plays mobile games while younger generations are more inclined than older gens to play console & PC, and across multiple platforms
Socializing in video games is a big trend, especially for younger players
Player motivations
Young: Social interaction, immersion, achievement
Old: Leisure
Genres
Adventure has the widest appeal across generations
Younger gens like Adventure, Battle Royale, and Racing
Older generations like Puzzles and Match-3
Monetization
All generations spend with Gen Z & Millenials being most inclined (60% spend money vs 45% and 31% for Gen X and boomers) and also most likely to be big spenders
Marketing
50%+ of Gen Z & Millenials discover new brands while gaming and are more likely to buy these brands
Gameplay video content has the widest appeal across generations, showing things to do and high-level gameplay
Connected TV Ads: The future of UA?
Connected TV (CTV) and Over-the-Top (OTT) TV platforms combine the reach of TV with the granular data of pre-ATT mobile ads.
Definitions
CTV: smart TVs, TVs connected to devices (e.g. consoles)
OTT: Streaming on devices like smartphones or PCs.
Pros of CTV & OTT
viewers tolerate ads (94% completion rate for pre-roll ads) & are more attentive to them (2x more likely to make a purchase after seeing an ad compared to linear TV ads)
reach across age groups (82% of households use CTV)
allow for multiple ad formats, including interactive ads and in-scene ads
strong data attribution and audience targeting options, including retargeting
can target users on the same devices they’d download apps, increasing conversion rates and enabling better attribution
A/B test data
advertising platform tvScientific ran a beta test for gaming
1 million installs
High CPMs (35-60$) but good conversion rates
Result: 1.9$ CPI, average 7D ROAS 1.25
keep in mind that mixed metrics only give some tendency. We’d need to dig deeper to be able to evaluate the performance. For example, CPIs vary greatly across geographics. But the initial results look promising.