Both Facebook Gaming and Twitch posted record numbers in 2020. The gaming industry is becoming more and more interesting for advertisers.
In 2020, some industries benefited from the lockdowns and additional time spent at home. This included e-commerce on the one hand and gaming on the other. Streaming platforms such as Twitch and Facebook Gaming in particular recorded great growth in the past year. So both were able to write new records in 2020. This opens up the gaming industry as an interesting opportunity to specifically address a young target group in particular.
Both platforms started the new year slowly. At the end of Q1, however, a strong increase can be observed. Users spent a total of 17 billion hours on Twitch, which means year-over-year growth of 83 percent. At Facebook Gaming, that number is 3.6 billion, up 166 percent YoY.
Strong growth of Facebook Gaming
In a report, Facebook is examining the new players, i.e. those who started playing after March 2020. It turns out that they are currently playing more often than existing players. As a result of the growth, numerous new groups on gaming and streaming emerged on Facebook, so that new products experienced greater hype than before.
Mobile games, in particular, posted strong growth. As Facebook found out, most of the new players are younger than the existing ones. This means that they are now getting used to behaviors that they could maintain throughout their lives. One of them seems to be emerging: The new mobile players are much more willing to spend money in-game. In addition, there is general acceptance of ads across all markets and groups, which opens up exciting opportunities for advertisers. However, it remains unclear when and whether the new players will return to other hobbies as soon as this is possible again. After all, gaming and streaming is currently serving as a substitute occupation for many who currently have to stay at home.
The full report with further insights on Facebook Gaming can here downloaded.
New categories and game hypes on Twitch
The 83 percent YoY growth on Twitch is impressive and could mean that new habits are forming here that will persist even after the crisis. in the State of the Stream December and 2020 Year in Review the most popular Twitch categories are listed.
The popular games League of Legends, Fortnite and Grand Theft Auto V is headed by the category “Just Chatting”. Users spent almost two billion hours watching streams of their favorite creators, where they talked something or answered questions from the chat. Twitch Creator try to be online as much as possible in order to lose few subscribers. Some even go online while they sleep – making money doing it.
The game Fortnite, which ranks third in the most popular categories on Twitch with 904 million hours watched, recently broke another record. In the game, users can buy so-called skins with which they can personalize their avatar. The popular streamer The Grefg revealed his skin for Fortnite in a Twitch stream. Partially 2.4 million people watched him at the same time. He broke the record for the highest viewership that the streamer Ninja previously held.
Twitter: The conversation about gaming is increasing
The gaming and streaming boom is also affecting other platforms. Twitter reports a 75 percent increase in tweets related to gaming. So it says on the Twitter Blog:
For the first time ever, there were more than 2 billion Tweets about gaming throughout the year. This is up 75% from 2019, with a 49% increase in unique authors.
These figures also show that gaming and streaming are reaching more and more people who were not previously considered a target group. In view of these numbers, it could be worthwhile for marketers and advertisers to adjust their strategy and possibly dive into the field of gaming. After all, there are new opportunities for many industries to address their target groups where they are spending a lot of time.
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