Exclusive look at the new Games Marketing Insights report from Facebook Gaming
This article is part of a Gaming Insights series paid for by Facebook.
As the games advertising ecosystem has become increasingly complex, transformed by privacy-first concerns, marketers and publishers need to understand how the world is changing, what moves players, and how to stay ahead of the curve.
To that end, Facebook Gaming has released the third annual Games Marketing Insights for 2022 report. It offers new insights into player trends and motivations across four major markets—the U.K., U.S., South Korea, and Germany. It provides insight and guidance for the months ahead, analysis for marketers at games developers and publishers to help inform business practice for a significantly changed gaming ecosystem, and more.
To understand more about this, VB sat down with Catherine Flynn, Director, Global Gaming, Audiences and ESG Marketing at Meta to talk about the most important findings this year, and why it’s essential reading for anyone in the mobile games industry.
VB: Can you give us the 1000-foot view of the report. What are the biggest trends for games marketers right now? What’s the headline?
CF: I think the headline is very much, prepare for a new era of games marketing. As our latest research shows, the global gaming audience is bigger and more diverse than ever before.
Engagement is soaring, and so is the gaming experience. Gaming Groups on Facebook, live streaming, emerging platforms, and technologies such as AR/VR are still on the rise and continue to have an impact on how people experience gaming. For example, in Q3 2021, we saw a 2.8x increase vs 2020 in gamers who joined AR/VR product-related Facebook Groups. That’s huge. It’s definitely one trending area that we expect to have a big influence on game
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