We expect there will be 159.1 million monthly mobile phone gamers in the US this year, up 1.2% from 2020. That’s 89.5% of all US digital gamers, making mobile phones the leading device by a significant margin.
The pandemic has brought an influx of new users for subscription OTT, live videos, and video games in 2020, but other activities such as social networking, mobile messaging, and digital video haven’t seen the same bump.
Video games attract younger, cord-cutting viewers, who can be difficult to reach for marketers. The downside is that aggressively inserting ads into games that people already paid for is likely to spark a backlash from gamers, who aren’t shy about criticizing advertisers.
“We have a lot of first-party data coming from the game developers,” said Natalia Vasilyeva, vice president of marketing at immersive advertising company Anzu.io. “We are in a good position here because the more the gamer shares with the game developer, the more the game developer shares with us, and the more we can help to bring more targeted advertising.
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