But gaming doesn’t play so nicely.Ĭonversation around gaming spikes rapidly in the evening, with the peak hitting at 8.30pm.

Social media has been cutting into this time for years, but the act of multi-screening means social and TV can co-exist. It’s when the very best TV shows are airing, guaranteeing the largest possible audiences. Primetime entertainmentĨpm has always been the golden hour for marketing. Inspired by this insight, we have spent the past year monitoring the evolution of the gaming world, and the opportunities for brands, through our quarterly Insights Accelerated report… here’s why you should care about gaming. That’s the opportunity that gaming offers today. But imagine it was 2018 and none of your competitors were using social media. This year, Cannes Lions introduced a new Lion category for gaming.įunny that - given it’s now quite well known that gaming is the biggest untapped opportunity in the history of marketing, we’re still only just getting our heads round it being a key channel.Īccording to Lions CEO Simon Cook, they’ve seen “the number of Lion winners that feature gaming rise by 74% in the last five years.” And, with 3.2 billion gamers in the world - the same as the number of social media users in 2018 - that’s nothing to sneer at.ĭespite this, gaming still only captures 2% of the advertising revenue. That’s the opportunity that gaming offers today, writes Spark Foundry’s chief strategy and innovation officer.

Opinion: Strategy Leaders Imagine it was 2018 and none of your competitors were using social media.

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