It's Game Time: How Gaming Brands Can Reach New and Existing Customers in 2023

This article is part of a VB Lab Insights series paid for by Amazon Ads.

The world around us is changing rapidly. And the gaming industry is no exception. Despite a post-pandemic downturn in 2022, the gaming industry is preparing for a comeback. According to a recent Ampere report, the global gaming market segment is expected to return to growth in 2023, reaching $195 billion in global sales, up from $188 billion in 2022.

“The video game industry continues to gain momentum in 2023. Consoles are more readily available, VR headsets are shifting from a niche to a mainstream trend, and many flagship titles will launch over the course of of the next two quarters. All of this lends itself to greater interest in the category," said John Coppock, head of video games at Amazon Ads. "Going forward, advertisers who understand the changing path to purchase of customers will be better equipped to reach the right audiences with impactful messages."

Here are three trends for gaming brands to watch as they prepare for 2023:

Games are a popular gifted item on Amazon

Video games are among the most popular gifts on the Amazon store.[1] Amazon video game customers give away game-related freebies at a 35% higher rate than the average Amazon customer. We also see that video game giveaways increase in late summer and continue to increase through the end of the holiday season.[1]

Marketers can help their brand resonate with customers by leveraging freebie messages and using funnel advertising solutions such as streaming TV ads and video ads online during key events such as Prime Day, graduations and the holiday season.

Interest in PC and virtual reality (VR) shopping continues to grow

Customer interest in PC and VR games shows no signs of slowing down and represents a big opportunity for brands.[2]

We looked at the top purchase queries for non-branded games in 2021 and found that "PC compatible games" fell from outside the top 10 in 2021 to second place between January 2021 and January 2022. "PC games" also dropped out of the top five. Modern gamers are eager and curious to explore alternative forms of gaming beyond the traditional console experience. Brands can use Amazon Ads multi-purpose solutions such as Sponsored Products, Display Ads, and Video Ads to reach shoppers interested in other forms of gaming outside of traditional console experiences.

Pre-order still important

Reaching pre-order audiences remains an important strategy heading into the holiday season and into 2023. In a survey conducted by Kantar, we asked current generation customers to video games which encouraged them to pre-order. More than half (57%) of respondents said the day of delivery was the most important factor when placing their orders. An additional 52% noted that in-game bonuses and incentives sparked interest in locking up a copy early. While factors such as scarcity and guaranteed copy were among the least common answers.[3] The conclusion for publishers is that as long as there is a clear customer benefit, they can likely see an increase in preorders.

We also looked at the buying habits of pre-order audiences on Amazon. Pre-order customers spend 1.3x more on game-related items within 90 days of purchase compared to customers who purchase on or after release day. This presents an opportunity for game advertisers to remarket to pre-order audiences who are inclined to invest in their gaming experience. Amazon DSP and sponsored display ads allow marketers to reach these customers both online and online. inside and beyond the Amazon store.

As 2023 approaches, brands have the opportunity to deepen their engagement with existing and new customers throughout their shopping journey, on and off Amazon. Visit