TikTok & Newzoo: Promoting games on PC and Consoles in 2023
TikTok & Newzoo: Promoting games on PC and Consoles in 2023
Market overview and some tips on how to succeed in a saturated market.
Market
$95.2 billion - projected revenue for the PC and console segments in 2023.
Worldwide, according to Newzoo's estimates, there are 892 million PC gamers and 629 million console players.
In 2022, 7 out of the top 20 games by MAU were released after 2020. 5 of them were franchise games, such as FIFA or Call of Duty.
18 out of the top 20 MAU games were released before 2022.
6 of the top 20 games are from the Call of Duty series. Newzoo combined Modern Warfare and Warzone, as well as Modern Warfare II and Warzone 2.0.
Hogwarts Legacy is the only 2023 release that made it into the top 20 by MAU in 2023. The period considered was from January to May.
The number of game releases on Steam is increasing (in 2022, 12,690 games were released), but the number of games that break into an audience of 50,000 players is decreasing both on PC and consoles.
Audience
The gaming audience is growing among Generation Z (+10% by 2023) and Baby Boomers (+3% by 2023). The number of gamers among Generation X has decreased (-4%).
PC and console games remain popular among representatives of all generations.
For Generation Z and Millennials, games are more than just entertainment. They discuss them with friends and family, read news, and listen to podcasts.
Payments
41% of Baby Boomers make payments in games. Average monthly spending on PC is $9.96; on consoles, it's $18.28.
Among Generation X, 61% make payments. Average monthly spending on PC is $13.94; on consoles, it's $20.16.
Three-quarters of Millennials make payments in games. Average monthly spending on PC is $16.65; on consoles, it's $20.4.
72% of Generation Z representatives make payments in games. Average monthly spending on PC is $17.1; on consoles, it's $19.16.
How to Promote Games in the Modern Market
Use IP in development. Examples: Hogwarts Legacy; Star Wars Jedi: Survivor.
Develop existing IP and launch projects in new media. Examples: Castlevania anime; The Last of Us series.
Create cross-franchise collaborations. Examples: Dead by Daylight; Mortal Kombat 1.
Don't forget about the old IP. Examples: Mega Man Legacy Collection; Resident Evil 4 Remake; Final Fantasy 7 Remake.
Collaborate with bloggers and content creators. Examples: Dead Island 2, The Sims 4.
Collaborate with brands outside the entertainment industry. Examples: Nintendo & Oreo; Animal Crossing & ColourPop Cosmetics.