The Connected Gamer (2024 | UK Edition)

The global video game market is expected to reach $500 billion in 2025 (Statista), demonstrating just how much of a role video games play in most of our lives. LG Ad Solutions conducted a new research study, entitled The Connected Gamer, to understand how UK gamers play and purchase video games (specifically console-based games) and the impact that CTV has on those purchase decisions.

Among the report’s findings:

• Heavy Gamers are Heavy Streamers. 39% of UK Gamers play 2+ times per week, with 7 in 10 watching TV mostly via streaming (vs. traditional TV).
• TV Plays a Critical Role for Gamers. 68% of UK Gamers have bought a TV to make their gaming experience better, and 77% want their TV to have cloud gaming capabilities.
• UK Gamers Like Streaming Ads. 72% feel streaming TV ads are more relevant to them (vs. traditional TV ads), and 60% pay more attention to ads they see while streaming.
• The TV Home Screen Represents Premium CTV Native Ad Opportunities for Advertisers. 75% of UK Gamers want their TV Home Screen to recommend video games and gaming products to them.

For more information on The Connected Gamer, download the full report today!