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

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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

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  • 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.

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QTech Games and Blueprint Gaming launch Jackpot Rapid Fire

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Two industry forces combine their nous and creative flair for more innovation to enhance player engagement and deliver transparency for global operators

QTech Games, the leading game aggregator for emerging markets, has rolled out an innovative new progressive jackpot system, Jackpot Rapid Fire, in conjunction with renowned slots provider Blueprint Gaming.

Jackpot Rapid Fire is a high-frequency, multi-tiered progressive jackpot mechanic designed to improve player engagement and boost operator retention. With seamless integration across a growing suite of exciting games, Jackpot Rapid Fire offers more chances for players to win, while also ensuring transparency and flexibility for operators.

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The inherent ability of jackpots to drive acquisition and retention is well-established across worldwide markets. However, this breakthrough innovation now aligns QTech’s pioneering platform and machine-learning software with a suite of progressive products which deliver reliable and credible winning triggers (at 5 tiers between $200-$7,500). All of which assists in building authenticity, trust and digital dwell-time with the end user.

These jackpots are amassed by players’ contributions into the same dedicated account and shared across all participating operators under QTech Games network. When the jackpot triggers, this dedicated account is then paid out by QTech Games, which is also underwriting the Jackpot Rapid Fire system on a monthly settling-up basis.

Key Features:

  • 5-tier progressive jackpot system: Mini, Minor, Major, Master, and Mega King ($200-$7,500)

  • More frequent jackpot wins maintain player excitement

  • Jackpots are randomly triggered when 5 fire symbols land on the reels, adding excitement and unpredictability

  • Live contribution and win tracking via QTech Back Office

  • Available exclusively on selected Blueprint Gaming Rapid Fire games

  • Full access across all markets

  • Product is available across both desktop and mobile channels

This game-changing, networked move from QTech Games also opens up further possibilities for both established and up-and-coming operators who can benefit from its pooled structure to pull up a chair at the progressive-jackpot table without the need for bottomless liquidity.

Intuitive back-office functionality for tracking and reporting allows partners to accurately unpack all jackpot details pertaining to contributions and payout values with platform-specific visibility (i.e. operators can only view their own data) while QTech’s unique API allows managers to effortlessly retrieve any jackpot ID, game or pools info, alongside real-time balances in any given currency. QTech Games is also delivering full marketing support – featuring assets, visuals and promotional ideas, tailored to operator campaigns.

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Philip Doftvik, QTech Games’ CEO, said: “We’re excited to confirm that our new Jackpot Rapid Fire system is really turning players’ heads and keeping them coming back for repeat visits on a highly playable portfolio of dedicated titles from our friends at Blueprint Gaming. Operators large and small understand that progressive jackpots are one of the most effective marketing tools around, and now QTech and Blueprint’s unique system is taking the notional risk and administration out of jackpot provision.

“Our proprietary technology means we’re the only aggregator which is not just showcasing fantastic games but also adding engaging features (such as our AI-powered recommendation engine, alongside other Tournament and Jackpot elements) to illuminate QTech’s leadership position across emerging markets. Jackpot Rapid Fire represents just part of an innovative rewards tide that is helping to lift all boats.

“QTech Games is now so much more than just a leading aggregator, adding value and driving business at every consequential juncture. We’re confident this Jackpot Rapid Fire system will reliably boost acquisition and activity numbers for a wide variety of operators.

“It’s vital for operators and players to have that trust, and QTech’s accessible back office and dedicated Jackpot Dashboard deliver that peace of mind in spades, with a live view of jackpot balances, contributions and wins. While players also benefit from credible and regular winning jackpot triggers across a host of our participating games. It’s also important to remember that no operator participation fee is required and jackpot contributions do not impact GGR.”

The post QTech Games and Blueprint Gaming launch Jackpot Rapid Fire appeared first on European Gaming Industry News.

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GK8 Announces Football Legend Michael Owen as its New Brand Ambassador

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GK8, Asia’s leading platform for interactive gaming and entertainment, has announced football legend Michael Owen as its new brand ambassador. With a reputation built on trust, security and a diverse range of gaming options, GK8 continues to expand its influence in the iGaming sector, and Owen’s partnership is set to bolster its position in the competitive industry.

Michael Owen, a former English football star known for his exceptional skills and quick pace on the field, brings his star power to the fast-growing brand. With years of success both on and off the pitch, Owen’s influence will help enhance GK8’s visibility across key international markets. The partnership marks a pivotal moment for the company, reflecting its ambition to continue expanding globally while maintaining its commitment to a high standard of user experience.

“It’s an honor to be working with such a dynamic and forward-thinking brand like GK8. Their dedication to creating a secure, engaging platform aligns perfectly with my values. I look forward to connecting with fans and players in Southeast Asia, sharing in the excitement and entertainment that GK8 offers,” said Michael Owen.

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Founded with a vision to bring top-tier gaming experiences to Asia, GK8 has rapidly grown into a major force in the interactive gaming industry. The platform is recognised for its advanced security measures, seamless user interface and wide selection of games, including sports, lotteries and multiplayer online options. GK8’s unique approach to customer service has helped them build a loyal global community, with users praising its responsive support team and fast transactions.

The post GK8 Announces Football Legend Michael Owen as its New Brand Ambassador appeared first on European Gaming Industry News.

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INCENTIVE GAMES SECURES ONTARIO GAMING LICENSE

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Incentive Games, a leading B2B games provider, is proud to announce that it has been awarded an Ontario Gaming License by the Alcohol and Gaming Commission of Ontario (AGCO), effective today. This achievement enables the company to offer its portfolio of real-money games to licensed operators and players across the province.

The license underscores the Incentive Games’ commitment to meeting the highest standards of compliance, security, and operational excellence. The rigorous application process demands robust security protocols and comprehensive responsible gaming measures and affirms the company’s readiness to enter one of Canada’s most dynamic iGaming markets.

The North American market is a strategic focus for Incentive Games, and this milestone follows closely on the heels of the company receiving its Provisional Michigan gaming licence from the Michigan Gaming Control Board earlier this month.

Incentive Games will distribute its real-money gaming content in Ontario through Incentive Studios, the company’s dedicated Real-Money Gaming division, ensuring a focused and tailored approach to the market.

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“Ontario represents a huge opportunity for us, and securing this license is a proud moment for the whole team,” said John Gordon, Chief Executive Officer at Incentive Games. “It reinforces our dedication to meeting the highest standards while delivering compelling real-money content. We’re looking forward to building strong relationships in the region and continuing our momentum across regulated markets worldwide.”

The post INCENTIVE GAMES SECURES ONTARIO GAMING LICENSE appeared first on Gaming and Gambling Industry in the Americas.

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