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Status Server. Get The Latest GeForce NOW News. Welcome back. Not you? Log Out. Clear form. Sign up for gaming and entertainment deals, announcements, and more from NVIDIA. Email Address. Book now! Strap yourself into the cockpit of a robot seven times taller than a Tyrannosaurus Rex and prepare to do battle in Arena Robots!

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In Arena Robots, you'll get to be the pilot of a towering mechanical powerhouse, battling it out in a virtual arena with up to five other players. With intuitive Xbox controllers in hand, you'll have complete control over your massive robot, launching rockets and firing lasers at your opponents as you fight for glory.

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And as consumption increasingly shifts to smaller screen experiences, the quality of mobile games has increased. With this, advertisers are bringing premium ad experiences to the table and squeezing out every drop of premium impact they can.

As they understand the new reality of smaller-screen experiences winning bigger bets, choosing the right studios to partner with becomes even more essential. Suscríbete al newsletter de Digiday en Español aquí para recibir las últimas noticias sobre el sector de marcas y la industria del marketing.

El próximo 20 de junio rueda el balón en las canchas estadounidenses donde una vez más los fanáticos de la Copa América dirán presente, es el regreso del torneo al país, después […].

AI was developed to be ISO-compliant and also adhere to strict data standards in Europe and California. Once those cookies disappear, Amazon will stand as one of the few and largest platforms where marketers can precisely target and measure their advertising.

Subscribe Login. Login Subscribe. My Account Logout. Media Marketing Media Buying Future of TV Español. Spence, head of global advertising insights, Activision Blizzard Media Players have high standards when it comes to the games they play and the media they consume — and with good reason.

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All Research Share. May 15, Get the Report Today Download Report. Takeaways Premium mobile games are ones with high-quality graphics, are free-to-play, pose a challenge, and more.

Please note reports are currently available in English only. About Activision Blizzard Media Activision Blizzard Media Ltd is the gateway for brands to the leading interactive entertainment company with hundreds of millions of monthly active users around the world.

Advertise With Us Let's Start By Getting Connected Contact Us. Knowledge Share Sign up to be notified of future content updates. SIGN UP. Thanks for Signing up Keep an eye on your inbox for future gaming insights. Walt Elder January 10, Meredith Worrilow December 01, James Curran November 21, Advertise With Us Level up your brand awareness with high performance advertising.

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Your message has been sent. Thanks for reaching out. Please check your inbox for important information on our next steps. Privacy Policy Terms of Use Brand Safety Cookie Settings Do Not Sell or Share My Personal Information. Ad recall impact was highly effective, resulting in strong double-digit growth.

Additionally, the Interactive End Card included a clear call to action, encouraging users to visit the Tesco website. Moreover, a sound-off, friendly strategy with on-screen callouts ensured that key messaging was visually communicated to users who may have had their audio off.

As a result, the campaign delivered across all measured brand metrics. Ad recall saw a strong double-digit lift. Restaurants, shopping, travel, generally everything that requires some degree of social interaction may be impacted by the norms and precautions of the pandemic for years to come.

Even our daily routines, such as how we consume media, have not been immune to an ongoing influence from this period. Notably, streaming and gaming both found a larger presence in the media diets of consumers. In the following months, anecdotal takes and limited evidence found corroboration from a variety of sources.

While the general narrative around gaming and the pandemic was increased engagement, there were some concerns that mobile might drop off as parts of life where mobile gaming is common like commuting were no longer regular occurrences.

Research firm Forrester predicts that heavy online video consumption via streaming services will continue on past the pandemic, potentially to the point of making visits to the cinema a relatively niche activity. The same may be true for streaming viewing, inclusive of layering this viewing with gaming.

Human behaviors, as a rule, tend to shift slowly - but what may have been a curiosity or reinvestment at the onset of the pandemic has likely become a habit some two years later. Like so much of our day-to-day lives, the pandemic has irrevocably altered our relationship with media.

The prevailing evidence points towards a relationship where gaming is featured even more prominently than before, and in dialogue with shifting expectations around main-stay media consumption such as TV.

What was a novelty at the onset of the pandemic may now be a norm, and whatever trajectory gaming was on en route to being a dominant part of the consumer media ecosystem may have been irrevocably fast-tracked. With the rise of gaming more generally, we will inevitably find new ways in which gaming is weaved into other forms of media consumption, be it via a new form of second screening or otherwise.

Marketers would be well advised to understand and adapt to the new media landscape which may well extend beyond the confines of this unusual and challenging period, and in doing so evolve old strategies to emerging media frontiers.

In as the world changed, so too did our entertainment habits. Looking for ways to find social connection, joy and purpose in a world without physicality, people increasingly turned to video games and esports.

But far from being a new phenomenon, gaming has been steadily on the rise for years. And what will be the impact of these changed behaviors and emotional connections long term? Discover what entertainment and gaming habits will look like in a post-pandemic world.

Like many adults, time is my most scarce and sacred commodity. And you should too, as this signals several important implications in the gaming and marketing landscape.

Early arcade games were made notoriously difficult because having a player lose was profitable - another quarter for another chance. Have you ever seen Super Mario Brothers played end to end?

The center of gravity for gaming moved from the arcade to the living room, and now increasingly to the phone. Through this transition, the technical limitations of the past are less relevant. Sure, there are some games where the difficulty is the point of the game Roguelikes, Souls games, etc.

This bigger and more differentiated audiences - virtually any consumer can be reached in gaming. Understanding the context of a given entertainment environment, and the need state through which a consumer approaches it leads to powerful and effective marketing tactics.

A better understanding of the gaming ecosystem can lead to outsized results for brands. These are sophisticated, multi-billion dollar entertainment experiences occasionally on par or better than the likes of TV or movies. Gaming should not be thought of as a simplistic and niche category, but a massive entertainment platform befitting premium brands and sophisticated marketing activations.

In this way, brands give back the most valuable commodity possible to consumers time and can be a hero. I can personally vouch for the time and sanity savings one may reap from a well-implemented Easy Mode. In , the first Millennials will turn The last generation to grow up in a pre-internet world, Millennials witnessed the emergence of smartphones, social media, and one-click shopping.

They are intimately familiar and comfortable with digital technology, while also remembering a world without it. For Millennials, this meant they grew up playing classic video game titles, with gaming forming a key part of their childhood and identity.

As such, Millennials have spent more of their lives playing video games than any other generation to date. Their relationship with gaming, and indeed gaming itself, has evolved as they have, staying with them throughout the digital transformation that has largely defined the generation.

And for Millennials, this high engagement has continued well into adulthood. Millennials enjoy the strong sense of nostalgia associated with a pastime they first experienced in their youth. The relaunch of classic gaming titles such as Tony Hawk and Crash Bandicoot in recent years points to this trend.

Not only do Millennials have an emotional connection to these games, stories, and characters, but they are also more loyal to the franchises they grew up playing. At a time when so many of us are looking for forms of comfort and reassurance amidst uncertainty in an ever-changing world, gaming provides Millennials with exactly that.

It gives millennials a sense of purpose, joy, and connection, with a nod to the familiarity of their youth. From their first introduction to gaming in their youth to the strong pull of nostalgia into adulthood, Millennials are one of the most engaged gaming generations.

It is this connection to gaming, coupled with the purchasing power of a high disposable income, that makes Millennial gamers one of the most valuable audience groups for brands. The online-based study surveyed 21, gamers across the United States, the United Kingdom, France, and Germany.

Millennials are classified as those born between and Generation X are classified as those born between and At the heart of any great game experience is its fans. And this holds true across platform, genre and game type, from professional esports competitions to mobile match-3 games.

For brands and marketers wanting to activate in the gaming space, the first step is understanding the audience - what motivates them, what engages them and their emotional need states. Always wanted to win a trophy at Cannes?

Teams of 3 will go head-to-head with the action kicking off on June Registration is open to all not just Cannes Lions attendees and closes on June Be sure to check out the Activision Blizzard Media content hub for the latest gamer research and insights. Making up a significant proportion of the gaming audience are gamer parents - moms and dads who love video games and esports.

Whether gaming provides them with a moment to themselves, or is a shared experience they enjoy playing and watching with their family, gamer moms and dads show high engagement with gaming across all types of gaming platforms.

Learn more about how gamer parents, many of whom grew up gaming, are changing the game when it comes to gaming audiences. The Agency Showdown brought together 32 teams from our agency partners in a head-to-head in a virtual Call of Duty: Mobile esports tournament.

Missed any of the action? Catch up on the best plays and epic hits. What makes a gamer a gamer? The platforms they play on? Their motivations for playing? Swept up in a cloud of stereotypes and out-of-date cliches, the true depth and diversity of this audience is not often realized.

Less than half said yes. The advancement in technology means it has never been easier to play - smartphones allow us to have a gaming console in our pocket while online gaming has never been more accessible. Gamers are portrayed as either mobile or console players, casual or hardcore, first-person shooter or puzzle gamers.

But this approach means gamers are often portrayed as one-dimensional, fitting neatly into pre-conceived notions and stereotypes.

They can quietly revel in the sense of achievement gaming offers, while also enjoying the social connection that comes from playing with friends. And they can rush to buy the latest gaming release while simultaneously refusing to call themselves a gamer.

While this audience does exist, it is far from the majority of gamer types that were identified. Instead, we are introduced to a whole spectrum of players who, while united by the enjoyment and fun gaming offers, have different motivations and need states that gaming satisfies.

Gamers are multifaceted and oftentimes misunderstood. By establishing a deeper understanding of the different gamer personas that make up this global audience, marketers can better target and engage with these highly valuable consumers.

Almost one-third of the population plays video games yet of this group, less than half actually identify as a gamer. Why is there this disconnect between the activity of playing games and self-identification?

And how does this disconnect impact our understanding of who the gaming audience really is? World-class competition, top tier tournaments, edge-of-your-seat excitement and passionate fans.

What were once the hallmarks of traditional sports leagues are now as readily associated with another form of competitive entertainment - esports.

The comparison between esports leagues, such as Call of Duty League and Overwatch League, and their real-world counterparts, such as the NFL and NBA, has been happening since esports first made its mark in the gaming world and has only increased as the buzz around esports has grown.

While many traditional sports competitions were placed on hold or canceled, esports leagues continued to deliver elite-level competition on a global stage thanks to the virtual world in which it inhabits.

This ability to operate in an online environment is one of esports key differentiators to traditional sports and helped it further establish its place in mainstream entertainment culture. It provides an intersection for sport and entertainment with the power of a young, diverse, highly-engaged, and affluent audience.

In an increasingly virtual world, esports provides social connectivity and shared experience in a way that extends beyond a single match or league.

When people are unable to interact face-to-face, they turn to video games and esports as a way to connect, interact, and escape. Esports unites players, fans, and viewers, and gives us a glimpse into the future of digital entertainment and fan engagement. Esports was shown to be better at keeping viewer attention during sponsorship ads, resulting in higher performance on lower-funnel brand metrics, such as recommendation intent, when compared to traditional sports.

During sponsorship ads, the immersion measured as the attention and emotional response of the viewer was sustained for esports viewers in comparison to traditional sports audiences, where there was a decrease.

For marketers looking to capture and sustain the attention of viewers for better message transfer, this increase in immersion throughout the viewing experience is significant and underscores the intrinsic value of esports advertising.

Passionate about the game and their favorite teams, esports fans recognize the role of advertising in growing the industry and the leagues, and view brands that support their favorite pastime positively. This brand favorability as well as brand perception are both significantly higher for esports advertising than traditional sports.

Esports has emerged not simply as an alternative to sports sponsorships, but as a legitimate advertising media channel in its own right - one that can reach the most exclusive audiences in advertising and provide impact above and beyond traditional sports sponsorships.

The comparisons between esports and traditional sports may be easy to make, but when it comes to ad effectiveness, esports advertising stands on its own.

Call of Duty, Crash Bandicoot, Diablo. They also represent a new era in mobile gaming, one where the top video game titles look just as home on your phone as they do on your gaming console. But mobile games have come a long way. The launch of several iconic gaming franchises and triple-A games on mobile has seen the mobile emerge as a legitimate gaming platform in its own right, one which is home to captivating worlds, epic battles, and legendary storytelling.

With mobile gaming, people have a gaming console in their pockets and can play without the investment into additional gaming tech and hardware. From that viewpoint, the evolution of these much-loved gaming franchises to mobile makes sense - it offers a way to further engage with fans while offering a low barrier to entry and greater accessibility.

The answer is two-fold. Firstly, better technology has meant better gameplay. Moves that were once only possible on a console with a specifically-designed controller and optimal processing power can now take place on mobile.

At a time when people are looking for ways to connect and engage, mobile gaming presents an easy way to do just that. For many players, the time is right to be introduced to the franchises, characters, and storylines that are loved so much on console and PC.

Mobile also makes it easier for those wanting to re-engage with franchises they may have played years earlier on console, bringing those players a sense of nostalgia and familiarity. In short, mobile allows these iconic games to deliver joy, connection, and purpose to even more players and fans.

The shift of these well-known titles to mobile gaming however changes all of that. Their fans are passionate, enthusiastic, and most importantly, highly-engaged. Brands have the opportunity to reach these fans when they are already enjoying and engaging with the games they love.

As more iconic gaming titles and franchises make the shift to mobile, the opportunities for brands to tap into the high-valuable gamer audience continue to grow. When Activision Blizzard Media was looking for a way to engage with the advertising industry through a fun and engaging virtual event, it was no surprise that so many of our agency partners and friends answered the call.

Or more specifically, the Call of Duty. The hits were big, the gameplay was strategic, but it was the dedication to the cause that was the biggest highlight of the tournament. What will this look like in ? Gaming was an increasingly important outlet for entertainment in , particularly as entertainment-hungry consumers spent more time than usual at home, and the new console releases helped to cement gaming's place in the living room.

Have you even considered what colorspace your HDMI cord can handle? And while mobile gaming consistently puts up impressive numbers for revenue, engagement, users, etc.

The net result is that gaming, and mobile gaming in particular in this case, will almost certainly have increasingly diverse and numerous niches for virtually every consumer in Love it or annoyed by it, Farmville was an ever-present force in the early days of Facebook.

Of course, we know better now - the strategies employed to draw folks into these games became so burdensome and disruptive that platforms like Facebook all but completely cut off deep integrations between social games and their social network.

Many such games survived, but not nearly in the monolithic presence they had enjoyed before Farmville had 30m users playing daily at its peak.

Rather, gaming is becoming an even more important means to connect and interact with friends and family in a meaningful way when physical contact is all but impossible. Online and social MMORPG king World of Warcraft released its latest expansion which quickly became the biggest launch day for any PC game ever.

Ultra-cute village sim Animal Crossing: New Horizons sold What we are seeing here is not a seismic shift, so much as a wave of larger numbers of consumers than ever capitalizing on one of the greatest superpowers of gaming: socialization without physicality.

Given that will still very much be defined by the circumstances of a global pandemic, this wave will continue on in full strength throughout the year. Despite starry-eyed speculation around gaming increasingly going VR, we will not be seeing a dramatic surge in these platforms in The reason is that virtual reality is in its own uncanny valley - the aversion, in this case, is not a robot posturing to be human that is pretty realistic but not quite human enough to be uncreepy in the process , but rather a game experience that is all-encompassing, but not quite unobtrusive and high quality enough to be deeply immersive.

While mega-hit franchises like Half Life making their VR debut with Alyx this past year popped usership, we are still a ways away from mainstream adoption in Though technology is getting very close to cresting the proverbial hill of this valley, marketers are better served focusing on the fundamentals of more ubiquitous platforms than VR for a far greater return on time and investment at this stage in the game.

The opportunity present within is to get off the sidelines and into the game, as the experiences for consumers have never been better nor have the touchpoints for marketers been more numerous.

The LGBTQIA community is exceptional, and the space they inhabit within the gaming world is no different. LGBTQIA gamers stand apart from other gaming audience groups, especially when it comes to gamer identity, motivations for playing and engagement.

Taking a closer look at LGBTQIA gamers reveals the key role they play in the gaming community as well as the diversity of the gaming audience as a whole. This is in part due to the fact that LGBTQIA gamers start gaming at an earlier age. Gamers who engage with video games at an earlier age are more likely to identify as a gamer, and on average, LGBTQIA gamers started gaming at 22 years old, compared to 28 years old for heterosexual and cisgender gamers.

In general, LGBTQIA motivations for gaming are of a deeper psychographic and emotional connection to the content of gaming, beyond the enjoyment they get out of the mechanics.

The fantasy and creativity that gaming can provide are a gateway for LGBTQIA gamers to connect with narratives and characters outside of their physical world. It provides a sense of escapism as well as an outlet for self-expression. Simulation and role playing games are the two genres that LGBTQIA gamers enjoy playing more than heterosexual and cisgender gamers, and both of these genres provide the opportunity for further exploration of worlds and ideas beyond their day-to-day lives.

There is a strong correlation between the motivations of LGBTQIA gamers and their interest in these specific genres. Namely, LGBTQIA gamers are more likely to watch other people play video games online and to consume content or news about video games.

This is especially evident with people who play games such as Overwatch, which features several LGBTQIA characters. This audience segment is proud to identify as a gamer and sees gaming as something which delivers value, creativity and connectivity.

And like all gamers, LGBTQIA gamers are diverse, helping to remind us that there is no such thing as a typical gamer. LGBTQIA was defined by those who did not identify as cis, did not identify as heterosexual, or both.

In recent years gaming has emerged as an entertainment channel in its own right, one that is enjoyed by all members of the household. How do dads, who represent a highly desirable audience segment for advertisers, fit into the gaming landscape? They are also some of the most engaged gamers, spending over 35 hours per week gaming, whether it be playing games on mobile, PC, or console or streaming esports leagues.

They report spending over 6 hours more per week playing video games than other male gamers and are more active than male gamers across multiple gaming platforms on a weekly basis.

They are more likely than other male gamers to rate gaming as their favorite hobby, behind films and TV. Compared with other male gamers, they are also more likely to report being emotionally moved by events in games and being able to identify with the characters in games, again highlighting the depth of engagement across the gamer dad audience.

Gamer dads are more likely than other male gamers to enjoy the social interaction features within video games, as well as playing games with other players. Battle Royale games, a form of online multiplayer game, is popular with gamer dads and allows them the opportunity to interact with others.

Also popular are action and adventure titles, as well as action RPG games. They are more likely than other male gamers to watch others play video games online, and attend or watch an esports event.

Furthermore, over half of gamer dads consider esports the future of competitive entertainment. This all presents even more opportunities for brands to connect with them.

As brands and advertisers increasingly understand the diversity of the gaming community, so too will they better understand the opportunities to connect with highly desirable and engaged audiences in ways that are meaningful and effective.

This report compares two audience segments within our research: Males with children under the age of 18, i. The idea that video games are only played and enjoyed by men is a common misconception when it comes to gamers, fed in part by the stereotype of gamers as young headset-wearing males playing in their parents' basement.

The discourse around women and gaming has typically focused on mobile phones. Images in the media reinforce the idea that mums are a particular kind of player, usually women playing casual games in their downtime.

In these stories, their gaming was a novelty, and they certainly were not considered to be part of the broader gaming community. Research from Activision Blizzard Media revealed that over two-thirds of moms play video games. Yet of this group, only 48 percent of mom gamers actually describe themselves as gamers.

Over 90 percent of gamer mums play mobile games at least weekly, and about 74 percent play mobile games daily. The majority of gamers are playing on mobile and at least one other platform console or PC. While some moms, particularly mobile-only moms, see gaming as a mostly solitary activity which they enjoy playing on their phone, others view it as a social activity that helps them stay close to their family and friends.

Multi-platform moms are connected to other players inside and outside of their homes. Gaming represents a unique opportunity for brands to tap into the key household decision-makers when they are highly engaged, receptive to advertising and in a positive mindset.

Increasingly, brands are becoming aware of the value of the gamer mom audience and the accessibility to reach and influence this core consumer. The online-based study surveyed 4, gamer moms and 3, non-gamer moms, split equally across the United States, United Kingdom, France, and Germany.

The methodology, questionnaire and analysis were conducted by Alter Agents. The recent boycott of ad spending on Facebook and other social media platforms by major brands has once again brought the issue of brand safety to the forefront.

The upcoming US election, lack of policy around misinformation from social media giants, and the seemingly endless negative news cycle on mainstream media publications has created an almost perfect storm when it comes to concerns around brand safety in the digital age.

Intuition suggests a positive association of the content within a particular app or platform makes users more receptive to brand messaging.

Brand safety means more than just boycotting the big social media platforms or avoiding negative news coverage. Respondents had to agree or disagree whether an association fit with an app or platform with 4 seconds of it being displayed.

It is no secret that the global impact of gaming is significant, and advertisers are taking notice. But what is it about the gaming channel that sets it apart from the rest? At its core, gaming is social in nature, connecting players through fandom, fostering bonds and cultivating shared experiences and a sense of community for those that play.

For advertisers, this is an enormous opportunity to reach engaged consumers — ones that are not only paying attention, but welcome relevant advertising experiences within the gaming channel.

There is only opportunity ahead for brands that choose to engage in the right way, and meet consumers where they are. Join forces with your friends and embark on a journey like no other with our virtual escape rooms!

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In Arena Robots, you'll get to be the pilot of a towering mechanical powerhouse, battling it out in a virtual arena with up to five other players. With intuitive Xbox controllers in hand, you'll have complete control over your massive robot, launching rockets and firing lasers at your opponents as you fight for glory.

The fully immersive VR experience will have you feeling like you're actually in the arena, with pulse-pounding gameplay and intense battles that will have your heart racing. The virtual arena is filled with the sounds of explosions, the smell of victory, and the excitement of competition, making Arena Robots the ultimate virtual reality robot battling game.

So gather your friends, form a team, and get ready to blast your way to the top of the scoreboard! Gather up to 6 friends and create a new world together. Explore, mine, build and adventure together in your own personal, private survival or creative world. Get crafty and use the surrounding environment to gather building materials—see how breaking down trees can help you create something new.

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Each player will use Xbox Controllers to play the game and our pre-configured accounts so you can easily join together in the same worlds. All players will be sat near each other for easy communication.

Get ready for an adrenaline rush like never before! Our state-of-the-art motion simulators are perfect for VR newcomers and thrill-seekers alike. With our VR 9D Roller Coaster machine, you'll have access to dozens of heart-pumping experiences.

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