Gen Z’s itch to get back to normal activities in the real world should guide any marketer’s approach to targeting this demographic. It’s tempting to take a cynical view of the metaverse and speculate on Facebook’s ulterior motives for promoting it.

Millennials and Gen Xers are gaming on mobile

Though video gaming has been around for decades, it was the entertainment of choice for many during the pandemic.

Digital gaming and viewership of gaming video content (GVC) has become more popular amid the pandemic. In 2021, some of this activity will see modest growth, while interest in other forms of gaming will taper off.

Brand interest in video games is rising, especially with the buzz around the metaverse. This report will look at the different ways developers monetize video games, and which of those methods are the most useful for marketers.

And though VR headset use will grow at a steady pace, the audience is concentrated in a segment of dedicated gamers who don’t mind wearing the uncomfortable equipment. Younger demographics make authenticity a must. Recent backlash has erupted within the gaming community over the introduction of NFTs perceived as being “money grabs” that fail to serve the needs of players.

Ad placements will be organized into 12 categories, including beauty, fashion, cooking, and gaming. This gives advertisers another option for audience targeting on top of custom or lookalike audiences, as well as behavior, demographic, device, and interest targeting—which are similar to options on other social networks’ ad platforms and familiar to most social media managers.

Only 12.5% of respondents owned a smartwatch, and penetration was no greater than 17.5% in any demographic. Penetration of gaming consoles fell year over year (YoY) from 39.2% to 36.8%. There’s tremendous momentum behind TV and video consumption.

And though VR headset use will grow at a steady pace, the audience is concentrated in a segment of dedicated gamers who don’t mind wearing the uncomfortable equipment. Younger demographics make authenticity a must. Recent backlash has erupted within the gaming community over the introduction of NFTs perceived as being “money grabs” that fail to serve the needs of players.

Oasis Consortium, a group of game developers and online companies envisioning an ethical and safe internet, has introduced guidelines to promote safety in the metaverse. The big takeaway: While kids are a coveted demographic, the prospect of increased legislation and potential reputational risks have to be concerns for Meta, TikTok, and others in this space.

That was a more modest increase than GlobalWebIndex found in many other countries, but usage was already notably high in the Philippines—clear evidence that access to video content is a priority for internet users across demographics. In terms of gaming, it seems that many members of a household share access to a single device.

Not surprisingly, the demographics of VR headset use track closely with the demographics of gamers. For example, a January 2021 survey by CivicScience found that the majority of headset users and those who intended to use the technology were under 35. But industry players see a bigger future beyond gaming.

Roblox could become a brand advertising powerhouse: Brands flocked to video games for experiential marketing during the pandemic—but Roblox's lasting popularity with kids and its planned ad capabilities could keep it an appealing option even after lockdowns end.