Although more than 3.4 billion people worldwide play video games, less than 5% of global media investments target the gaming industry, according to Dentsu’s 2025 Gaming Trends Report.
The report, based on data from Dentsu’s Consumer Navigator and GWI, highlights a 6% year-over-year increase in time spent gaming. Brent Koning, Dentsu’s EVP and global gaming lead, emphasized that gaming encompasses a broad range of activities, from casual games like Words With Friends to more traditional video games.
Koning noted that despite robust analytics and measurement tools proving gaming’s value, advertising budgets remain disproportionately low compared to the industry’s engagement levels. He pointed to the success of “A Minecraft Movie,” which not only generated $301 million globally in its opening weekend but also boosted Minecraft’s daily active players by nearly 20% week over week.
The report underscores gaming’s growing cultural and commercial significance, driven by transmedia fandoms and social connectivity on platforms like Roblox, Discord, and Twitch. These platforms are especially important for Gen Z, who spend significant time engaging socially through games and streaming content.
- Over 60 game-based productions were in development during 2024, with 44 more planned for 2025.
- 70% of gamers view games as a way to connect socially; 36% watch gaming content for entertainment and belonging.
- Gaming partnerships positively influence brand perception for 43% of gamers.
- 44% of Twitch viewers have purchased products recommended by streamers.
- Gen Z and Millennials are 64% more likely than older groups to discover brands via mobile game ads.
- Primary motivations for gaming include relaxation (55%) and achievement (20%), which also shape content viewership trends.
The findings point to a significant opportunity for marketers to increase investment in gaming to better align with consumer engagement and behavior.