Key stat: 53% of US consumers love or like playing video games, according to April 2024 data from Collage Group. Among Gen Z, that figure increased to 72%.

Beyond the chart:

• US gamers are most likely to use mobile devices for gaming, rather than computers or a gaming console, per Collage Group.
• US game ad revenues will total $8.59 billion this year, with $7.77 billion going to mobile, per our March 2024 forecast.
• In-game ad tech has been a recent focus for gaming and ad tech platforms, including Electronic Arts, Roblox, Pubmatic, and Activision Blizzard, all of whom are building out their tech to make gaming more attractive for advertisers.

Use this chart:

• Make the case for in-game advertising.
• Tailor in-game ads to age groups that are most likely to see them.

More like this:

• Metaverse market set for rapid growth through 2028, despite setbacks
• The increased sophistication of games will attract more brand dollars
• US game ad revenues growth slows
• US In-Game Ad Revenues Forecast 2024 (EMARKETER subscription required)

Note: Data was provided to EMARKETER by Collage Group.

Methodology: Data is from the July 2024 Collage Group report titled "Generations Passion Points: Unlocking consumer enthusiasm through Americans' favorite pastimes." 5,078 US consumers ages 13-78 (Gen Z n=1,185; millennials n=1,372; Gen X n=1,197; baby boomers n=1,324) were surveyed during April 2024. Data was weighted to be representative of the US population for race/ethnicity, Hispanic identity, age, gender, and sexuality.