Tech

It’s Game Time: How Video Game Brands Can Reach New and Existing Customers in 2023


This article is part of the VB Lab Insights series paid for by Amazon Ads.


The world around us is evolving rapidly. And the gaming industry is no exception. Despite the post-pandemic slow down in 2022, The gaming industry is preparing for a comeback. According to a recent Ampere ReportThe global games market segment is expected to grow again in 2023, reaching $195 billion in global revenue, up from $188 billion in 2022.

“The video game industry continues to gain momentum through 2023. Consoles are becoming more available, VR headsets are moving from niche to mainstream, and there are a lot of hit titles coming out this year. next two quarters. “In the future, advertisers who understand the evolving customer journey will be better equipped to reach the right audience,” said John Coppock, Head of Video Games at Amazon Ads. symbolized by messages that resonate.”

Here are three trends video game brands need to watch for as they prepare for 2023:

Video games are one of the most popular gift items on the Amazon store.[1] Amazon video game customers give game-related gifts at a 35% higher rate than the average Amazon customer. We also see that giveaways in video games skyrocket during the late summer months and continue to increase through the end of the holiday season.[1]

Marketers can help their brand resonate with customers by leveraging gifting messages and by using funnel advertising solutions, such as Streaming TV Ads and online Video Ads throughout typical events such as Official Day, graduation and holiday season.

PC and Virtual Reality (VR) shopping preferences continue to increase

Consumer interest in PC and VR gaming shows no signs of slowing down and presents a huge opportunity for brands.[2]

We looked at the top non-branded game shopping queries for 2021 and found that “PC compatible games” jumped from outside the top 10 in 2021 to number two in the span of time. from January 2021 to January 2022. “PC Games” is also in the top of the year. Modern gamers have always been eager and curious to explore alternative forms of gaming beyond the traditional console experience. Brands can use Amazon Ads multi-target solutions such as Sponsored Products, Display advertising and Video Ads to reach shoppers interested in alternative forms of gaming beyond the traditional console experience.

Pre-order is still important

Reaching pre-ordered audiences remains an important strategy going into the holiday season and 2023. We asked current generation gaming customers in a survey conducted by Kantar about what motivate them to order in advance. More than half (57%) of those surveyed noted that delivery date was the most important factor when placing their order. Another 52% noted that in-game bonuses and offers have fueled interest in early copy locking. Meanwhile, factors like scarcity and guaranteeing a copy were among the least common responses.[3] The lesson learned for publishers is that as long as there is a clear customer benefit, they can see an increase in pre-orders.

We also dived into the Amazon pre-order audience’s shopping pattern. Pre-order customers spend 1.3x more on game-related items in the 90 days after purchase than customers who purchase before the release date or after. This creates an opportunity for game advertisers to remarket to pre-order audiences that are inclined to invest in their game experience. Amazon DSP and Sponsored display Advertising allows marketers to reach these customers both inside and outside of Amazon’s stores.

As 2023 is fast approaching, brands have the opportunity to enhance their interactions with both existing and new customers throughout their shopping journey – both on and off Amazon. Visit advertising.amazon.com to find more about.

[1] Internal Amazon data, January 2022 – June 2022, USA

[2] Amazon Internal Data, January 2022 – June 2022, USA

[3] Kantar and Amazon Promote Next Generation Game Consoles US P2P Research April 2022


VB Lab Insights content is created in partnership with a company that is paying for posts or has a business relationship with VentureBeat, and they are always clearly marked. For more information, contact sales@venturebeat.com.

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