Game on! ICE 2023 kicks off another promising year for the UK gaming industry

For perspective, the gaming industry reaches three quarters of the UK's digital population and gambling reaches over half the UK digital population. In fact, the UK is the global leader in this category – ahead of Brazil, Spain, and Canada.

Gaming is a growing industry too: when looking at online behaviour over the 48 months to December 2022, we see a 9% audience growth in the Games category and 21% in Gambling*. It is not unusual for posts on social media covering esports to get thousands – sometimes millions – of engagements. Expectations run high.

Having benefited from the pandemic, the online gaming industry now has to grapple with the question of how to attract new audiences and retain existing ones. Moreover, for different game producers the audience makeup varies considerably. Consider the user personas of Roblox and EA Games on social media: casual gamers are 1.39x more likely to visit the former and over 134x more likely to visit the latter.

With Comscore Social powered by Shareablee, gaming publishers and advertisers can now analyze their digital audiences and their social interactions, to optimize monetization strategies. To enrich your decision-making with Comscore data, advertising, contact us.