Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Gaming’s popularity offers marketing opportunities for US brands

The trend: Brands are looking to gaming as another way to draw new consumers, especially younger ones. There is big money in mobile gaming, particularly, and the industry is bringing changes to marketing and brand engagement.

Game on: This year, we estimate that more than half of the US population will be digital gamers. Mobile gaming is the largest segment, with 48.3% of the population (162.9 million people) playing games on their smartphones.

  • The gaming audience skews younger, as 74.2% of those ages 18 to 24 play games, per our estimates.

In the money: Our estimates call for US mobile gaming ad revenues to reach $6.26 billion this year, up from $1.43 billion five years ago.

State of play: Marketers looking to monetize within gaming are focused on three major areas of interest: interstitial ads served to users during natural pauses in gameplay; in-game ads that are blended into the virtual environment; and brand marketing via advergames, in-game events, and branded goods.

Metaverse gateway: Video game advertising can be a path to the metaverse for brands, offering a way to reach engaged audiences that spend time and money across gaming platforms. Companies that want to try hosting social experiences, selling digital goods, or running live digital events in the metaverse can test the waters with video games like Roblox and Minecraft instead of turning to platforms specifically built for the metaverse, such as Decentraland.

Go further: For more information on game platforms and how marketers can tap into gaming opportunities, read our report, Video Game Marketing and Monetization 2022.