Gaming and the Big Shift: Consumers are Now Controlling Their Content to Play

Cary Tilds is moderating an AdvancingDiversity Weekamp160 panel titled quotHow Gaming and eSports Influence Cultural Acceptance and Inclusionquot on September 22 Click here for details and to registerMeanwhile linear TV watchers continue to decline According to eMarketer quotAfter declines in the number of adult TV viewers accelerated from 2018 23 to 2019 39 to 2020 47 we forecast another 24 drop this year and fewer than 200 million adults will be regular TV watchers in 2021 1992 millionquotThis trend is creating a significant shift in media consumption behaviors that the industry must understand in order to continue to resonate with consumers People want to be in control of their content experienceamp160They want to play the content they select on the platform they choose mobile PC consolestreaming device and even the time they want to watch itConsumers expect to be in control to play the content they wantWe have seen this exact trend before in other channels that have grown significantly over the years The growth of usergenerated content such as search and social platforms all provide that sense of control over how the content was consumedIn search the user is in control by typing in the keywords that produce the content experience in the form of search results Social media platforms exploded with growth when users could control their own content environments inviting both friends and corporations to contribute to this narrative Usergenerated content is the ultimate form of control where content creators can develop the content experience and mandate their platforms for distribution and communication with their viewersThe biggest content experience where the consumer is in control is video gamingSince its inception video games have always been a significant channel in entertainment and their growth potential shows no signs of slowing down By 2023 NewZoo forecasts there will be over three billion gamers globally In the US 75 of all households have at least one person who plays video games and 64 of adults are considered gamers according to the 2020 Essential Facts About the Video Game Industry The research for 2020 continues to point out thatamp160quotAn entire generation of adults grew up on computers and smartphones Even for those who didn39t video games have become a natural part of their lives and their children39s livesquotThe facts are clear Household penetration of video game play is already upon the industry People expect to control their own form of play and they are doing it at scale with video gamesThe video game opportunity for advertisers presents itself in many form factors The industry is starting to align that there are clear differences in advertising within video game live events video game streamers and playing the game itself Live events and streaming represent people watching people play games a behavior similar to watching streaming video content According to NewZoo quotThe global games livestreaming audience will hit 7288 million in 2021 This number of people watching live streams of games will increase 100 from 2020 The audience will continue to grow to 9203 million by 2024 a CAGR of 92quotWith three billion gamers globally there are many more people who directly play video games than there are people watching others play video games People who play games are actively interacting with the game itself Control of the game play is at the center of a gamer39s experience after all it39s called a game controller for a reasonTo win advertisers must ensure their ads speak to environments where the consumer is in control of the content they playNo matter the media the creative must be authentic to the environment Brands must show they respect the consumer by being authentic to each environment where the consumer is in control of the content they are playing Being authentic means brands should develop messages that don39t disrupt the content played andamp160understand the context of the placements thus nuancing the message accordinglyDon39t disrupt play Consumers don39t like any of their content disrupted whether they are watching their favorite show seeing their favorite social media celeb stream on Twitch or playing their favorite game Make sure the ad units you are buying fully consider whether the consumer is being disrupted or if the ad can naturally or intrinsically be placed within the environmentGet the message right Even if you do a great job ensuring the ad unit is naturally or intrinsically placed in the content make sure the message is simple authentic to the environment and considers the interaction of the consumer In a game for example players are moving around in the environment In this case advertisers need to create placements that have a clear hero image or logo few words and resonate with the player in control of the gameUnderstand context When consumers are in control of the content they play we need to understand their mindset Why are they playing the content Are they trying to learn Are they trying to relax Are they being social Understanding the context of the content played should inform the value of the media placement and its ability to break through in that moment Can the brand add more realism funamp160or information to the scene Is the brand adding value to that momentBrands will win when they respect consumers who playThe big shift has already happened where the consumer is in control of the content they play Brands that show they respect the consumer by being authentic to each environment where the consumer is in control of the content they are playing will winPhoto courtesy of GameplayClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Gaming and the Big Shift: Consumers are Now Controlling Their Content to Play

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