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2025 gaming report

A marketer’s perspective

Get the full breakdown of the winners, losers, and viral campaigns that proved video games are now at the heart of pop culture.

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2025 was the biggest year in gaming yet:

$8.5B

The value of in-game advertising spend in 2025, marking a +29.5% year-over-year growth.

92%

of Gen Z Use gaming specifically to manage stress and anxiety, proving it’s a space for emotional connection, not just entertainment.

9.1M

The number of concurrent viewers Ibai Llanos reached during his boxing event, proving streamers now rival traditional TV networks.

The report summarizes data from:

Digital Marketers

Brands and Marketing
Agencies

Digital Marketers

Gamers

Social Media Managers

Digital Content Creators

Social Media Managers

Influencers

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Discover the most important factors shaping gaming marketing:

Gaming Recap 2025: The triumph of artistic identity over marketing hype (Clair Obscur vs. The Industry).

The Influencer Economy: Analysis of the Shroud controversy and why "My vs. They" tribalism is a risky strategy for brands.

Streaming Giants: Detailed stats on Twitch vs. Kick, the rise of TikTok Live in esports, and the "event-first" model of creators like Ibai.

Case Studies: A look at how non-gaming sectors (FMCG, Banking, Retail, Pharma) successfully entered the gaming space.

Esports Evolution: The impact of the Esports World Cup in Riyadh and the dominance of mobile gaming in the global market.

Marketer’s Toolkit: Summaries of key 2025 reports from WPP, Dentsu, and IAB regarding ad spend and measurement standards.

Trend Watch: The "PC 2" hardware revolution and the looming impact of the GTA VI release date.