Latest News
FANDOM DECODES THE TUG-OF-WAR FOR FAN ATTENTION BETWEEN GAMING & ENTERTAINMENT COMPANIES IN 2024 INSIDE ENTERTAINMENT STUDY

Study Identifies a New Target Audience – The “Switchers” – and Why Dramas Could Be the Next Big Gaming Franchise
Forget the gaming vs. entertainment narrative. Fandom, the world’s largest fan platform, today released its annual Inside Entertainment study which reveals a nuanced reality: fans crave both immersive gaming worlds AND timeless storytelling across tv and film, NOT one or the other. Leveraging first-party data from Fandom’s extensive platform – 350 million monthly unique visitors, 45 million pages of content and 250k fan-powered wikis – coupled with a global study, Inside Entertainment: The Entertainment & Gaming Tug of War goes beyond industry headlines to:
- Understand the dynamic coexistence between the gaming and TV/film industries
- Identify a brand new audience – the “Switchers”
- Detail why dramas and book adaptations present a huge opportunity to be the next hit video game franchise
“Every industry analysis refers to the battle for fans’ attention across entertainment and gaming but we’ve found that it’s not an either or. In fact, combined, entertainment and gaming experiences strengthen fan connection and deliver incremental engagement,” said Stephanie Fried, CMO of Fandom. “Understanding the interplay between these mediums is key to building authentic and enduring fan experiences; and understanding the value and role of each medium is essential for developing powerful marketing messaging to attract and retain fans.”
Key Findings
- 67% of fans are spending the same or more time consuming content or playing video games, but their behavior is shifting:
- 33% are spending less time on cable or in theaters – and the number one activity they’re switching to is gaming (59%
Switchers’ refers to the audience moving away from watching movies & binging TV shows in their free time to do other activities. Outside of gaming, switchers are also spending time:
On social media (47%), reading (56%) and doing hobbies (37%)
With 56% of the switcher audience spending time reading, it presents an opportunity to re-engage this audience and pull them back into the ecosystem with new content strategies, like book-to-game or book-to-film cross over adaptations
But don’t worry entertainment companies. Just as gaming is the #1 activity for entertainment fans, watching TV and movies is the #1 activity gamers turn to when taking a break from gaming – which means these industries are inevitably intertwined and could benefit from joint endeavors or conquest/win-back strategies
Drama could be #1 untapped genre for gaming companies to explore when looking for their next big hit. Our data uncovers that drama fans who also game gravitate towards genres like:
- Role-Playing (RPG): 73%
- Adventure: 72%,
- Simulation: 62%,
- Sandbox/Open World: 62%,
- Puzzle: 60%
Gaming wins on super serving the emotional needs of fans, identifying a niche area streamers & studios should not only be aware of – but double down on:
- 82% of gamers think video games are more interactive & engaging than movies and TV
- 59% feel more accomplished when playing a video game
- 53% like that they have more control in the story when playing video games
- 45% feel more invested in the storylines in video games
Top 3 Takeaways For Advertisers and Marketers
1. Gaming is a Friend vs. a Foe
- Despite common misconceptions, there is a true symbiotic relationship between the gaming and entertainment industries – they both serve different emotional needs for fans and can actually complement each other – with the right fan strategy.
- Therefore, if studios, networks and streaming companies cater to the distinct emotional desires of their specific audiences, they can successfully influence a fan’s choice between mediums and content types and build out a more robust conquest strategy for both retention and acquisition.
2. Sway the Switchers
- Switchers are the audience entertainment companies should be first and foremost targeting in this “tug of war” to capture fan attention, because switching to watching TV & movies is the first activity gamers engage in after they stop playing.
- This underscores the importance for entertainment companies to develop strategies that resonate with these “switchers.”
3. Find your Niche
- With the growing intersection between gaming and entertainment, it’s crucial for studios, networks, and streamers to align on a gaming strategy that drives viewer engagement and retention.
- While many entertainment companies know they need a focus on gaming to drive their business forward – how and where are often barriers. Developing a gaming-specific fan strategy by finding niche pockets in the vast ecosystem – like targeting drama fans or creating book adaptations – is key for reaching a high affinity target at scale.
For an interview with a Fandom executive to discuss the study in more detail, please contact Rachelle Savoia at [email protected]
Methodology
The 2024 Inside Entertainment study regionally analyzes the dynamics between diverse forms of entertainment based on a survey of 5,500 entertainment and gaming fans aged 13-54 These insights were validated and deepened through Fandom’s proprietary, first-party data from 2024 – more than 350 million monthly unique visitors, 45 million pages of content across 250,000 wikis. This methodology provides a 360-degree view of franchises and fan interest across the entertainment and gaming landscape through the eyes of Fandom.
Gaming
Take Aim at Mega Wins: ELA Games Unleashes Chaos With New Shooter Game “Shoot Happens”

A chaotic jungle journey with big, bad foes and insane riches.
Welcome to the jungle, where Shoot Happens! Face your opponent, take aim, and fire your way to riches.
ELA Games unveils its boldest title to date, a combination of decision-making and narrative progression where every shot counts.
In Shoot Happens, you’re not just a player. You’re the main character who has to fend off waves of increasingly dangerous (and valuable) monsters. Armed with 3 shots per round, you’ll need precision and calm nerves to take down the reward and add it to your Winpot. Hit the target for riches. Miss… and it’s back to the beginning.
The Choice Is Yours
Each round is in the hands of the player. Do you cash out now? Or keep slashing through the jungle for bigger and better rewards? Decision-making, timing, and a whole load of guts go a long way.
Expect the Unexpected
Random projectile bonuses can appear in any round, boosting your rewards massively. And just when you thought your journey through the treacherous jungle was over, the final boss appears. While the other monsters may have been a piece of cake, he doesn’t stay down. Each time you defeat him, he respawns for juicier and recurring payouts. Keep going as long as you can handle it, and you might walk out as the top dog of the jungle.
Marharyta Yerina, ELA Games’ Managing Director, commented on the game’s release, “With Shoot Happens, the team ventured outside of conventional game formats, and we wanted to give players a super engaging experience where they’re in control. This title is a bold approach to game design in this industry, as we’re empowering players with choice and enriching the gameplay experience with strong visuals, narratives, and plenty of replayability.”
Play how you want. The Winpot is yours
Shoot Happens is the perfect blend of fast-paced action, bold decision-making, and interactive gameplay. Whether you’re a cautious player or a complete daredevil, the game is an enticing experience for all.
How deep into the jungle are you willing to go?
The post Take Aim at Mega Wins: ELA Games Unleashes Chaos With New Shooter Game “Shoot Happens” appeared first on European Gaming Industry News.
Latest News
HIPTHER Enters Next-Level Operations Era: E-Residency, Flexibility, Tech & Collaboration

HIPTHER, the innovative events organiser and media hub behind renowned boutique conferences and online news platforms for the iGaming and Technology industries, is thrilled to announce its new, dynamic era of operations.
Staying true to its international character, HIPTHER breaks free from geographical and logistical limitations by becoming an e-resident company of Estonia and embracing a fully remote work model built on trust, flexibility, and technology.
Estonian E-Residency: A Logical Step Forward for HIPTHER
With a strong focus on innovation, digitalisation, and entrepreneurship, Estonia has long been at the forefront of e-governance. For HIPTHER, a company operating across borders with a digital-first mindset, joining the Estonian e-Residency programme was not just a strategic move – it was the natural next step.
The e-Residency allows HIPTHER to maintain a fully online EU-based company, benefiting from Estonia’s transparent business environment, streamlined administration, and modern legal framework. It enables the team to manage operations more efficiently, with secure access to digital services and the freedom to work from anywhere in the world.
Estonia’s global-first approach mirrors HIPTHER’s own values: agility, decentralisation, and forward-thinking, making this alignment more than practical; it’s philosophical. With its new base in the digital nation, HIPTHER further amplifies its mission to connect industries, foster innovation, and redefine how modern companies operate and grow.
Remote Work Model: Trust, Flexibility, Collaboration in a Tech-forward Era
Supported by e-Residency and the innovative mindset echoed across HIPTHER’s conferences, virtual events, and media outlets – which cover cutting-edge industries such as Gaming, Fintech, Blockchain, Artificial Intelligence, Cybersecurity, and beyond – the #hipthers are now able to collaborate fully remotely.
Following technological advancements and staying true to its human-centric values of wellness, balance, trust, and originality, HIPTHER takes a bold leap toward remote work – where others can’t or won’t.
From managing international summits and awards to running online media and virtual panels, HIPTHER has long relied on digital infrastructure, and now turns this into a permanent advantage.
Zoltan Tuendik, HIPTHER’s Co-Founder & Head of Business, shared his thoughts behind this big next step for the company: “We believe in building a future where innovation, flexibility, and human-centric values guide everything we do. For several years now, our team has been working across borders, embracing remote collaboration and digital-first operations. With this step we’re solidifying and elevating a way of working that’s already part of our DNA. Becoming an e-resident company empowers us to bring lasting change and sets the stage for our next chapter of global impact.”
Join the #hipthers Journey – We’re Hiring!
HIPTHER is growing, and we’re on the lookout for passionate, creative, and driven individuals to join our fully remote team. If you’re excited about working across dynamic industries like iGaming, Tech, Blockchain, and more, we want to hear from you!
Open Positions:
- Social Media & Audience Engagement Lead
- Virtual Events & Community Coordinator
👉 Check out the openings here – send us your CV and a short intro to:
[email protected] or [email protected]
We look forward to hearing from you!
The post HIPTHER Enters Next-Level Operations Era: E-Residency, Flexibility, Tech & Collaboration appeared first on European Gaming Industry News.
Latest News
Midnite launches in-stadium £1,000 giveaway for Sheffield United and Southampton fans at every home league game

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Brace Yourself campaign gives supporters chance to win at every home league match
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Cash prize awarded every time a home player scores two goals
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Midnite will match winning prize pot with charitable donation
Fast-growing UK sportsbook Midnite will give Sheffield United and Southampton fans the chance to net £1,000 at every home league match throughout the new season.
Midnite is the front-of-shirt sponsor for Sheffield United and the back-of-shirt sponsor for Southampton and is launching the Brace Yourself campaign for supporters of both clubs.
It means every time a home player scores twice – a brace – one lucky member of the matchday crowd will grab a grand or possibly more – if no brace is scored, the prize pool will roll over to the next home match.
Midnite will also match the prize pool with a donation to charity close to each club.
Fans at Bramall Lane and St Mary’s can enter by scanning QR codes placed around the stadiums and in the matchday programmes and a seat number will be drawn at random before kick-off.
Brace Yourself kicks off on Saturday (August 9) when Southampton host Wrexham and Sheffield United entertain Bristol City.
Andrew Mook, Midnite’s Head of Brand Marketing, said: “We want fans to be on the edge of their seats throughout the season.
“When a home player scores a brace in the EFL Championship this season, Midnite will reward one lucky fan with a cash prize giveaway. Starting off at £1,000 and rolling over each week if there isn’t a winner, the excitement should build throughout the campaign.
“Midnite will also match the fan prize and donate the same amount to a local charity, in a bid to repay some of the amazing work that they do within the local community.”
Midnite’s Brace Yourself campaign is open to fans aged 18 and older.
The post Midnite launches in-stadium £1,000 giveaway for Sheffield United and Southampton fans at every home league game appeared first on European Gaming Industry News.
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