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The Rise of Gaming: Consumer Sentiment Study

Gaming’s growth has been exponential and it is expected to continue. 60% of consumers are interested in ‘play-to-earn games.' Two-thirds tuned in to watch others play in 2021 and more than a third (35%) state that they are likely to live-stream their own gameplay next year.

Our report also finds that brands are welcome in the gaming environment. Two-thirds of consumers feel positively about brand integrations within games and almost half (48%) said they purchased a brand after seeing it featured in a video game. Food, beverage and sports apparel companies are the non-endemic brands consumers would like to see integrated within video games the most.

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