12 November, 2020 | By Anzu
Newzoo raises its global games market projections even higher, while we spend more time playing video games on our mobile devices and welcome in-game ads. Learn all the stats and find out what brands got on the bandwagon this year by tapping into the world of esports in our weekly news digest!
Newzoo has recently revised its global games market forecast once again, raising its projections for 2020 from $159.3 billion to $174.9 billion, up nearly 20% year-over-year. The firm also notes that while the initial spike in engagement has slowed, consumers are still engaging with games more than they did pre-pandemic, even in areas where lockdown measures have ceased, cites GamesIndustry.biz.
One more impressive prediction! Consumers will spend more than $120 billion on mobile games in 2021, says App Annie cited by PocketGamer.biz. The mobile data and analytics platform expects 2021 to be the year of the hybrid mobile games genre. In addition, games that feature social or multiplayer elements also will be in high demand next year, as people use them as a means of remaining connected to family and friends.
UK-based luxury brand Burberry has signed a partnership with Tencent Games to integrate its products into the online mobile game Honor of Kings in China. The two companies are aiming to provide a way for “fashion-forward, digital-first customers” to connect with Burberry’s products online, but are still working on the details of including branded content into the game. Find more details on the Esports Observer.
Esports Insider counts more new non-endemic brands pushing boundaries and activating inside the most relevant platforms for Gen Z -- and entering the world of esports amid the current global pandemic. Italian coffee product manufacturer Lavazza has entered the industry by joining forces with the London-based organization Fnatic. Both parties have started their collaboration with launching the ‘Icons of Italy‘ campaign that will see a co-branded map added to popular free-to-play battle royale game Fortnite.
VentureBeat teams up with Facebook Audience Network for a live event on ad monetization. According to their stats, revenue from in-game ads is expected to continue its remarkable growth, increasing from $42.3B in 2019 to $56B in 2024. A major reason for this surge is said to be increased player interest. The event organizers fight the misconception that in-game ads can hurt game metrics or interfere with gameplay, and provide assurances on the incremental value in-game ads add to the game.
Anzu.io is an in-game advertising platform that brings real-world brand ads to video gaming and esports. Backed by BITKRAFT Esports Ventures, WPP, and Axel Springer Digital Ventures, Anzu redefines digital advertising through seamless integration of non-intrusive ads into the gameplay. Bringing real-time data and programmatic to the video gaming world, the platform promises native advertising, brand safety and ad viewability. Follow Anzu on
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