A video game based on HBO's dark teen drama “Euphoria” is a key suggestion from this year's Fandom Inside Entertainment survey, which highlights the “tug of war between entertainment and gaming.”
Dramas are potentially a top “untapped” genre for gaming companies because drama fans who play video games prefer these genres, according to a 2024 study of user content-centric entertainment platforms released on Monday. Could be: Role-playing (RPG): 73%, Adventure: 72%, Simulation: 62%, Sandbox/Open World: 62%, Puzzle: 60%.
“What do we know about 'Euphoria'? Why was it such a huge hit? Obviously it has a great cast and storyline, but what is the story like? And this was a really interesting take on the genre at the time, because if you think about the other shows that were coming out, they were much more positive than Euphoria,” Fandom Sales Research said. said Aly Saraniti, director of insights. variety. “So it was a darker look at what's going on in the world of YA dramas. If you look at its components, you'll see the psychological elements, the horror, the group dynamics, the differences between the various characters. There's an understanding of what play is, and it still exists within gaming. So if you want to reach an audience of “switchers” who are going back and forth between entertainment and gaming, gaming in general Don't just advertise. Don't just try to take over all games or target gamers across the board. Because we already have the data to understand what parts of the gaming ecosystem are actually resonating with this audience and why. ”
The Fandom study, based on a survey of 5,500 entertainment and gaming fans between the ages of 13 and 54, found that the term “switcher” is a shift away from watching movies or binge-watching TV shows in their free time. Refers to consumers who engage in other activities. These include social media (47%), reading (56%), and hobbies (37%).
However, the study also shows that the top activity gamers turn to when taking a break from gaming is watching TV or movies. Fandom's research suggests that “these industries are necessarily intertwined and could benefit from joint efforts and conquest-and-recapture strategies.”
“There are shows like 'American Idol' that give people a sense of competition and community, but there's an element of gaming in terms of adrenaline rush and interactivity that probably makes it a compelling part of television.” Stephanie Freed, chief marketing officer at Fandom, said: “Everything on TV should be a choose-your-own-adventure, so people can do something while watching a TV show. But what we can say is that in terms of what both the TV show and the game do, if those links exist, it's as a bridge to make that connection happen when the viewer makes the switch. That's what I think. It's obvious why they should switch to you and yours. On the gaming side there are elements such as player control, achievements, and interactivity, and on the entertainment side there are elements such as escapism, nostalgia, and accessibility. And for enterprises, we want to focus on the branch part because it's important how they rely on shared components when the audience is switching. .”
For additional findings from Fandom's 2024 Inside Entertainment survey, see below with data points in Fandom's own words.
- 67% fans spend the same or more time consuming content and playing video games. behavior is changing:
- 33% As they spend less time on cable TV and movie theaters, the number one activity they are switching to is gaming (59%)
- 'switchers It refers to when viewers take their free time away from binge-watching movies and TV shows to engage in other activities. Outside of gaming, switchers spend their time doing things like:
- On social media (47%), read (56%) to have a hobby (37%)
- and 56% If you have a switcher audience that spends their time reading, you have the opportunity to re-engage this audience and bring them back into your ecosystem with new content strategies, including: Crossover adaptation of books and games or books and movies
- But don't worry, entertainment companies. Just as gaming is the number one activity for entertainment fans, watching TV and movies is the number one activity gamers turn to during breaks from gaming. This means that these industries are necessarily intertwined and may benefit from joint efforts and conquest-and-recapture strategies.
- Drama can become The most undeveloped genre for game companies Explore as you search for your next blockbuster. Our data shows that people who are both drama fans and gamers are drawn to the following genres:
- Role-playing (RPG): 73%
- adventure: 72%,
- simulation: 62%,
- Sandbox/Open World: 62%,
- puzzle: 60%
- Games succeed by best catering to the emotional needs of their fans, identifying a niche that streamers and studios should not only recognize, but double down on:
- 82% of gamers think video games are more interactive and engaging than movies and TV
- 59% Playing video games gives you a sense of accomplishment
- 53% Gain more control over the story when playing video games
- 45% I feel more engrossed in the story of a video game
Three key takeaways for advertisers and marketers
- The game is your enemy
- Despite common misconceptions, A true symbiotic relationship between the gaming and entertainment industries – Both serve different emotional needs of fans and can actually complement each other with the right fan strategy.
- Therefore, studios, networks, and streaming companies Clear emotional needs of a specific audiencecan successfully influence fans' choices between media and content types. Build a more robust conquest strategy for both retentions and Get.
- Switchers are the first audience entertainment companies should be targeting in this space. “Tug of war” Switching to watching TV or movies is the first activity gamers do after they stop playing, so it grabs the attention of fans. this It highlights the importance of entertainment companies developing strategies that resonate with these “switchers.”
- As gaming and entertainment become more intertwined, it's important for studios, networks, and streamers to align on a gaming strategy that drives audience engagement and retention.
- Many entertainment companies realize they need to focus on gaming to drive their business forward, but they often see where and how the barriers are. Finding niche pockets in the vast ecosystem and developing fan strategies specific to games, such as targeting drama fans or producing original works for books, will greatly increase the number of highly compatible targets. is the key to achieving scale.
switcher
➔ Teens are slightly less likely to switch, but +34% more likely to say they rarely participate in entertainment
➔ 25-44 year olds are +61% more likely to switch from entertainment
➔ *Gen Z is average
Switcher activity: When people turn away from entertainment, they are more likely to…
➔ Teens (+13%) and 35-44 year olds (+18%) are more likely to play games (older viewers may also find people playing games with these kids) may be included)
➔ Teens are +74% more likely to switch to social media
➔ 18-24 year olds are +81% more likely to be studying or focused on education
➔ 25-34 year olds are +22% more likely to start a new hobby
Switcher activity: When people move away from gaming, they're more likely to:
➔ Teens are more likely to use social media (+33%) and 27% more likely to look for another video game to play
➔ Gen Z is +59% more likely to focus on studies and education
➔ 25-44 year olds (+22%) most likely to return to entertainment
Game Emotions and Motivation: Switcher
➔ Teens are more likely to play games for a sense of accomplishment (+29%) and control (+27%)
➔ 25-34 year olds feel more connected to characters (+62%) and storylines (+39%)
➔ 45-54 year olds feel gaming is a better way to connect and spend time with their kids (+91%)
Game genre: Between switchers:
➔ Teens are more likely to play sports (+89%), fighting games (+57%), and battle royale (+54%) games
➔ Gen Z is more likely to play racing (+34), platforming (+29%), and fighting (+15%)
➔ 45-54 year olds are more likely to play sports games (+25%)
