Video games attract smaller advertising investments than their audiences and positive attitudes towards the channel would suggest. This suggests brands aren’t fully aware of how much value players get from the games they play.

• Total US game ad spend is expected to reach $9.21 billion in 2026, according to EMARKETER’s forecast.
• However, this represents only 2.3% of total digital ad spending, per EMARKETER.

A full 83% of US households played on at least one video game device in the past 12 months, per a February YouGov and Entertainment Software Association (ESA) survey of US consumers.

Players find real value in these experiences, and that gives brands room to build positive associations.

Finding value in entertainment

While economic challenges are driving consumers at different income levels to be more selective and value-seeking, people who play video games find their preferred entertainment a better value for their money than any other channel, the ESA survey found.

Some 63% of respondents agreed that video games offered one of the best values for the money, more than any other channel.

• Video streaming services had 48% agreeing it was among the best values for the money.
• Only 29% thought this about books, magazines, and articles. Going to the movies (16%) scored even lower.

Video game fans also seek value when choosing the games they play. The most important attribute for choosing a new game was price, with 52% of video game players citing this, according to the survey. The second-highest attribute was quality of gameplay (47%).

As consumers demand streaming bundles or turn to piracy to keep costs down, video games keep delivering value to price-conscious players. That hands advertisers a chance to make a positive impression.

A place for discovery

Another potential boon for advertisers is that video games are where people take suggestions, especially younger consumers.

A full 42% of Gen Zers in the ESA survey said they discovered a new song from playing a game, 24% across all ages said this. And 36% of Gen Z said they discovered a TV show or movie from a game (compared withto 21% overall).

Many video game fans are also likely to make a purchase in-game, when given a chance.

Some 58% of video game players ages 8 and up have purchased in-game content, with a third (34%) purchasing in-game currency, the top type of purchase, according to the survey.

Family decision-making

Video games’ presence in many households means parents play a role in what their children play, and what they purchase in-game. Many parents also play video games themselves.

Three-quarters (75%) of parents play video games, and of those, 81% have played video games with their children, according to the ESA. And 79% of parents say they use parental controls on game devices.

Beyond that, parents play a role in determining what purchases are made on their children’s games. Over half (54%) of parents have purchased in-game content for their children.

This is in part due to the favorable views parents have about games, compared to other digital channels that engage their children. A full 73% of parents prefer their children spend time playing video games instead of on social media.

Making friends and building skills

Many see video games as a positive place to meet up with friends virtually or to make new friends. Some 37% of players ages 18 and over said they have met a friend, spouse, or significant other through video games, according to the ESA.

This helps to explain why parents see video games as a positive alternative to social media. And children under 18, who were asked to take the survey under a parent’s supervision, confirm the social component to video games. Sixty-two percent of children ages 8 and over said they play online video games with friends they know in person.

In addition to building social skills, video game fans (especially older ones) think games help their brains. A majority (60%) of boomers and silent generation players see games as a way to use one’s brain and stay sharp, and 40% of Gen Xers see it this way.

The top two skills video game fans believe their games develop are problem-solving skills (76%) and teamwork (67%), according to the survey.

Over a third (35%) of those who play video games also play sports. And 89% overall think playing the video-game version of a sport improves skills in playing the sport in real life, 32% believe it improves those skills “a lot.”

The full picture from these findings suggests that those who play video games get value, social bonds, and skills from their experiences. Advertisers who tap this under-invested channel can gain positive associations from a broad audience open to influence.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.