Figure decoration Figure decoration

7th November 2024

How to reach gamers with audience data?

Topic: Gaming Audiences

Over 70% of gamers play on more than one platform. To reach target audiences effectively, advertisers need to focus on a cross-platform approach in gaming advertising. Let’s check how to do it!

 

Reaching gamers on various platforms

Today’s players mostly use more than one platform. What’s more, nearly one in four players play on 3 platforms: PC, console, and mobile. And, what’s interesting from the marketers’ perspective is that gamers who use more than one platform, signaled an increase in average playtime and spending.

What kind of platforms gamers can use nowadays? This is the list of the most popular ones:

Players can choose many platforms to play their favorite game. Marketers who want to provide the best ad experience to their target audiences, need to consider reaching them on every platform used. It is possible with the right data.

 

Reach gamers with the right data

But, before we’ll move to targeting players, let’s ask the question: why is it important to target cross-platform players? One of the best ideas is to look at the numbers. 

1. The more platform used the more payments are done

When gamers use 3 platforms, 81% of them are payers. When users play only on 1 platform, 57% of them are payers. So the more platforms used, the larger is the group of gamers who pay. And this group is definitely more attractive to advertisers.

2. Multiplatform gamers spend more time on gaming

1-platform players spend a little more than 4 hours per week, while gamers who use 3 platforms spend nearly 3x more – 11.13 hr per week. It is more time when marketers can reach them and attract their attention.

To sum up, cross-platform players are paying more often than 1-platform gamers, and multiplatform gamers spend significantly more time on playing games. So it looks like this group is easier reachable for marketers.

 

Cross-platform players – what is their profile?

Gamers who play on more than 1 platform are attractive target groups for marketers. Now, let’s take a closer look at their profile and preferences. Below you can find crucial attributes that we selected on the basis of the Newzoo report.

Who are multi platform gamers?

And if you want to analyze profile of gamers in general, check our previous blog post: Gaming audiences – who are today’s players and how to reach them?

 

How to reach gamers on various platforms?

There are more than 3 billion players globally. Depending on the region, they basically prefer different platforms to play their favorite games. Marketers need to monitor which platforms are the most popular among their target audience and reach players on these platforms. They can do it with the right, high-quality gaming audiences.

 

Find your target gaming audiences

What kind of groups can you target with the right data? Let’s take a look at the most popular platforms:

Mobile gamers

Mobile games market accounts for nearly $90 billion of global games market revenues. It is the largest part of the global gaming market, so gamers who play on mobile devices are an extremely important target group for advertisers globally. That is why the mobile game advertising market grows rapidly – this market is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 9.10%.

With mobile data, based on Mobile Advertising IDs (MAIDs), marketers can find their target audiences among mobile players to display them mobile game ads. Thanks to data, marketers know profile of players, their interests, so they can craft and deliver a personalized ad, targeted at the right audience, and displayed at the right time of activity.

Desktop gamers

Gaming PC market will hit 60 billion USD this year, and will grow at over 15% CAGR between 2024-2036. Advertisers across the world can easily reach desktop audiences by selecting desktop gaming audiences on DSPs platforms and targeting the right gaming segments. 

For example, if they look for users who read about a specific game genre of title, they can find them through DSPs and display them personalized ads on desktop browsers.

Console players

PlayStation, Xbox, Nintendo Switch – there are more than 600 million console players worldwide. Some data providers group profiles they create into segments of specific console players, such as PS5, Xbox, or Switch. It allows marketers to reach console players directly, and they know exactly which device gamers use. 

 

Choose your gaming audiences on selected platforms with OAN gaming audiences

A cross-platform strategy is crucial for reaching a diverse gaming audience. By leveraging audience data, advertisers can create engaging ad experiences, and reach players on various devices (mobile, desktop).

As OAN, we provide gaming audiences globally to help marketers reach their target groups among players of almost any platform. Reach your target audience from over 600 high-quality gaming audiences. Take a look at a few examples from our taxonomy and check what profiles of gamers you can reach through online channels: 

Mobile gamers

Desktop players

Console players

As OAN, we also provide custom gaming segments. We build them on special occasions, such as big gaming premieres, and we can prepare a custom segment tailored strictly to your campaign’s needs. If you need a custom gaming segment, just contact us.

 

Reach gamers on various devices