Video gaming goes mainstream in APAC

Advertiser investment in esports and gaming is set to rise massively across APAC, according to new research from the World Federation of Advertisers and global consumer insights agency 2CV.

Gaming Demystified: Unlocking brand growth opportunities in video gaming reveals that 32% of senior marketers claim to have invested in video gaming or esports in the last 12 months and that 78% expect to invest in the near future.

More than that, senior marketers anticipate a 50% YOY growth in investments to esports marketing channels.

The findings are based on qualitative and quantitative research with some of the WFA’s most senior marketer members in the region. The research included more than 100 marketers from 23 industry sectors including Food & Beverage, Manufacturing, Finance, Banking and Retail. Almost a third of the respondents are responsible for multiple markets and 35% have a regional or global role.

Among the brands who have invested in video gaming in the last 12 months, the research showed investments are most commonly advertising on gaming platforms or within games themselves, or investments in esports. However, 15% of those questions admitted investing in content creators as a way into this world, reflecting the many different routes for potential investment.

Looking to the coming 12 months, the research indicates an expected growth in all areas of investment, in particular around advertising on gaming websites/platforms and advertising at gaming events.

Gaming Demystified also includes key considerations on investing in video gaming, the state of opportunities as seen by advertisers and the pitfalls of this fast-growing channel.

“Video gaming has risen from a niche culture to a global phenomenon. esports tends to dominate the headlines, but the wider world of gaming offers other opportunities marketers cannot ignore. With this report, we hope we can provide marketers with a perspective on the industry that combines rich, peer feedback with expert insight and can help them navigate this rapidly evolving ecosystem,” said Ranji David, Director - Marketing Services, APAC, WFA.

“Marketers understand the scale of the opportunity that gaming represents but the issue is lack of knowledge and simply knowing where to start. Spend is rising fast but it would grow even faster when that knowledge gap has been filled, giving brands the confidence they need to start talking more boldly about gaming and esports within their organizations,” said James Redden, Managing Director, APAC – 2CV.

Gaming Demystified: Unlocking brand growth opportunities in video gaming is complimentary for WFA members and available here.