It’s a serious game now

Aug 27, 2023 4 min

Key learnings from Gamescom-2023

The world’s largest trade fair for computer and video games, Gamescom, came to an end in Cologne this week.

Around 300 thousand gamers and industry professionals, agencies, content creators, and marketers met 1,227 exhibitors from 63 countries there this year. In addition to numerous influencers, politicians such as Federal Minister for Family Affairs Lisa Paus (Green party) and Prime Minister of North Rhine-Westphalia Hendrik Wüst (CDU) were attending. The trade fair was opened by Federal Minister of Economics Robert Habeck, who did not have any good news for game fans: In view of the debt brake, he could no longer provide the German gaming industry with more money. But the need is great, says our VP of Partnership Services Artem Ozerkov, who, together with his colleagues of Mitgame, a Mitgo business, attended the event – and has a few learnings to share. 

Hollywood takes the gaming business seriously – and sees great storytelling potential 

Film director Zack Snyder (“300”) also made a guest appearance at the opening show. The American presented his Netflix two-parter “Rebel Moon” in front of around 2,000 viewers on site and several million people who followed the event online worldwide, which is scheduled to come out in late 2023 and spring 2024. There should also be a game for the films. Games featured on stage included a new take on the first-person shooter series Call of Duty, survival horror Alan Wake 2, and action role-playing game Starfield.

Snyder says he’s a big video game fan. “I like to gamble a lot. I recently played some “Fortnite” again, but I’m taking a little break right now,” he told the German Press Agency.

“There’s a great parallel between storytelling in a video game and in film. The boundaries are fluid,” Snyder continued. “Although the really big hype from games like “Halo” or “Call of Duty” hasn’t jumped over to the big screen yet. But wait and see.”

Too many games? The market is growing fast

The offer at the games fair is bigger than ever, 1227 exhibitors show new games, hardware and other products from the gaming world. Among the companies are Nintendo, Netease, Tencent, and Ubisoft. The streaming services Netflix, Disney+, Crunchyroll, and Amazon Prime are also there for the growing market. 

To compare – In 2022, 265,000 people came to the industry meeting point of the gamer scene;.The record was in 2019 with 373,000 viewers – this year has seen almost the same pre-Covid number. 

While Steam remains one of the most successful and established platforms, there are voices suggesting to go outside of the box and start using more traditional channels to leverage their game preposition. Nevertheless, the game plan for many big and smaller players – content and game providers – is to stick to Steam and extend their offering simultaneously. Mitgame, a Mitgo company, is well prepared for these developments and will soon offer monetizing opportunities for game producers being present on Stream. 

The mobile gaming market is growing, too

In recent years, mobile games have become the most profitable segment of the gaming industry. According to Statista, revenue in the Mobile Games market is projected to reach US$286.50bn in 2023 worldwide. Revenue is expected to show an annual growth rate (CAGR 2023-2027) of 7.08%, resulting in a projected market volume of US$376.70bn by 2027.

The number of users is expected to amount to 2.3bn users by 2027, with the user penetration hitting 25.1% in 2023 and 29.2% by 2027 respectively.

In global comparison, most revenue will be generated in China (US$81,900.00m in 2023).

The average revenue per user (ARPU) in the Mobile Games market is projected to amount to US$148.80 in 2023.

Games for smartphones and tablets are gaining popularity, thanks to improvements in technology and the availability of mobile devices to a broader community of users of all ages. 

Cloud-based gaming is gaining momentum

Cloud gaming services offer users the ability to play quality games without having to download and install them on their devices. Such services allow users to run games on remote servers and stream video to players’ devices. 

This makes it possible to play high-quality games on devices with low power and improves the accessibility of games in general. 

There are 23.7 million gamers who play in the cloud. According to the Global Cloud Gaming report established by Newzoo, the number of paying cloud gamers will reach 86.9 million by the end of 2025. 

Partnership marketing evolves into gaming-focused businesses

Being part of the affiliate ecosystem gives many benefits including monetizing gaming apps traffic and other services partner networking offers. The gaming business is also now part of our strategy – which is based on diversifying the business into several market segments with a success potential and existing client base.
Artem Ozerkov
Vice President Partnership Services at Mitgo

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