Games are increasing in popularity all over the world. Consumers are spending more time than they have in the past on games. The customer base is also shifting as games become a favorite pastime. The term “gamers” is quickly being replaced with “game enthusiasts” because “gamers” leaves out a large segment of the players and fans who are increasingly interested in games. Game developers are aware of this, and create experiences that cater to a wide variety of audience interests. Our friends at Newzoo are tapped into the ever-changing games market and shared their insights with us.
Game enthusiasts include the following categories:
- Lean-forward (playing games intensely or casually).
- Lean-back (viewing content created by peers or provided by the professional gaming scene; includes watching friends play games at home or on services like Twitch).
- Creation of unique content and sharing (on-demand and live streaming).
Game companies are aware of the shifts in their target audience and have transitioned into global entertainment companies. Today, game companies are at the forefront of interactive entertainment – they provide social, creative, and sharing opportunities to game enthusiasts. Up until recently, the gaming industry relied on direct consumer spending, rather than advertising revenue, as their main source of monetization. With the rise in lean-back game enthusiasts, combined with the fall of traditional media companies, gaming platforms such as Twitch are being taken seriously as business marketing opportunities.
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