It’s game time: How video game brands can reach new and existing customers in 2023

by | Nov 9, 2022 | Technology

This article is part of a VB Lab Insights series paid for by Amazon Ads.

The world around us is evolving quickly. And the gaming industry is no exception. Despite a post-pandemic slowdown in 2022, the gaming industry is gearing up for a comeback. As per a recent Ampere report, the global games market segment is expected to return to growth in 2023, reaching $195 billion in global sales, up from $188 billion in 2022. 

“The video games industry continues to build momentum going into 2023. Consoles are more readily available, VR headsets are moving from niche to mainstream, and there are many tentpole titles launching in the next two quarters. All of which lends itself to greater interest in the category,” said John Coppock, Head of Video Games at Amazon Ads. “Looking ahead, advertisers who understand the evolving customer shopping journey will be better equipped to reach the right audiences with messages that resonate.”

Here are three trends for video games brands to watch as they prepare for 2023: 

Games are a popular gifted item on Amazon

Video games are among the most popular gifted items on the Amazon store.[1] Amazon video game customers give gaming-related gifts at a 35% higher rate compared to the average Amazon customer. We also see that video game gifting jumps during the late summer months and continues to increase through the end of the holiday season.[1]

Marketers can help their brand resonate with customers by leveraging gift-giving messaging and by using upper-funnel advertising solutions such …

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