As gaming evolves, so does its potential to reshape digital entertainment. A recent MIDiA Research report highlights how in-game video platforms could revolutionize the relationship between game developers, players, and advertisers. By integrating video-based services within games, publishers have an opportunity to deliver tailored experiences that go beyond gameplay.
Closing the Gap Between Games and Video
Platforms like Twitch and YouTube already dominate as extensions of the gaming experience, serving as hubs for content creators and fans alike. However, current advertising models on these platforms face challenges, such as intrusive ad breaks that disrupt viewing and playing experiences. In-game video platforms offer a seamless alternative by embedding content directly into the game’s ecosystem, keeping players immersed while enabling monetization.
Gamers Are Watching More Than Playing
Gamers are spending more time watching gaming videos than playing games themselves. According to the report, gamers typically spend 7.4 hours per week playing games, but 8.5 hours per week watching game-related videos on platforms like YouTube and Twitch. This shift in behavior presents a significant opportunity for publishers to bring video content into their own ecosystems.
The research also highlights that 24% of console/PC players and 48% of "in-game buyers" watch game-related content at least monthly. The latter group, identified as "high-spending gamers," represents a lucrative audience. By ceding this engagement to third-party platforms, publishers are leaving "revenue on the table," particularly in the form of advertising. With the games market facing growth challenges, integrating video content into games could unlock untapped revenue streams and allow publishers to compete more effectively in the attention economy.
Rethinking Advertising in Games
One example is the use of contextual ads visible only during live streams—an approach that respects gamers' experiences while providing new revenue streams. This aligns with the growing trend of enhancing engagement without compromising authenticity. For smaller creators, it provides a way to monetize their content without alienating their audience.
A Game-Changing Opportunity
"It's time for game publishers to think about in-game video as something beyond marketing alone," said Rhys Elliott, games analyst at MIDiA Research. "By reclaiming video engagement, publishers have the potential to unlock new revenue streams, like advertising, and drive growth."
Integrating in-game video platforms offers publishers a way to directly engage players and viewers alike, fostering a stronger connection and competing in a new lane of the attention economy. If leveraged correctly, this innovation has the potential to redefine gaming’s role in the broader entertainment and advertising landscape.
For more details, explore the full report on MIDiA Research: The Case for In-Game Video Platforms.
