Videospels- och e-sportbranschen väntas vara värd 211 miljarder dollar år 2025, dels till följd av stigande publiksiffror under pandemin. Samtidigt ökar det digitala spelandet bland kvinnor och äldre, vilket gör reklamutrymmet i dessa kanaler allt mer attraktivt för kommersiella aktörer. Det menar revisions- och konsultbolaget Deloitte.
Spelandet nådde nya höjder under pandemin och trots att covid-19-relaterade restriktioner hävdes under 2022 fortsatte spelandet att öka i Skandinavien. År 2022 uppgav 33 procent av de tillfrågade i Deloittes studie Digital Consumer Trends 2022 – the Scandinavian Cut att de spelar dagligen – en ökning från 31 procent i 2021 års undersökning.
Äldre och kvinnor spelar allt mer
Att tiden man tillbringar på spelande minskar med åldern är nog inte en överraskning för de flesta. Vad som däremot kan förvåna är att äldre generationer inte ligger så långt efter som man kan tro. Till exempel är det bara hälften så troligt att personer i åldern 65-75 spelar spel ibland som det är att 18-24-åringar gör det. Dessutom spelar 25 procent av 65-75-åringar spel dagligen, jämfört med 40 procent av 18-24 åringar.
– Undersökningen visar att myterna om tonårsspelaren och den enstaka vuxna som tillbringar dödtid med att spela på mobilen tillhör det förflutna. Idag spänner spelande – inklusive dagligt spelande – över alla åldersgrupper, säger Aleksandar Petrovic, Manager på Deloitte.
Även myten om att det främst är män som spelar visar sig vara felaktig. Idag spelar fler kvinnor än män, framförallt på smartphones. 36 procent av kvinnliga svarande uppger att de spelar varje dag, jämfört med 30 procent av manliga svarande. Klyftan är något större än i 2021 års undersökning där motsvarande siffror var 34 respektive 29 procent.
Stora möjligheter för reklam
I takt med att spelandet når en allt bredare publik blir annonsering på spelplattformar allt mer attraktivt för kommersiella aktörer som vill nå en bred målgrupp. Men det finns även stora möjligheter för riktade marknadsföringskampanjer, inte minst inom e-sport. Deloittes studie Let’s Play! 2022 – the European Esports Market visar att tillväxten inom e-sport drivs av Millennials och Generation Z, och även om ökningen av publiksiffror under pandemiåren stannat till är intresset betydligt större än vad det var innan pandemin.
– E-sport är en utmärkt kanal för att nå en smalare, mer specifik publik, medan digitala spel är ett sätt att kommunicera med allmänheten. En ytterligare differentiering för ett målgruppsspecifikt tillvägagångssätt är de olika genrerna som finns inom dator-, tv- och mobilspel, säger Aleksandar Petrovic.
På frågan om de sponsringskategorier som kommer vara viktigast för den långsiktiga utvecklingen av e-sportssektorn rankar marknadsexperter tillverkare av datorhårdvara (79 procent) högst, följt av telekom (58 procent) och utrustning för videospel (52 procent). Andra kategorier utan direkt koppling till e-sport på topp-tiolistan är livsmedelsföretag (48 procent), mode (40 procent) och banksektorn (38 procent), som alla varit synliga inom e-sport de senaste åren.
– En intressant spaning från rapporten är att e-sportpubliken dessutom är mer mottaglig för och positivt inställd till reklam än de som inte tittar på e-sport. Hela 69 procent av e-sportstittare säger att de tycker att reklam är användbar och informativ, jämfört med 48 procent av de som inte ser på e-sport, säger Aleksandar Petrovic.
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