TV ad newcomers such as Ucool, which started running spots in December, represent 11 percent of all spending in video games this year so far.
Likewise, Supercell, developer of Clash of Clans, went from 10 percent to 22 percent during the same period. Brands like Machine Zone-of Game of Ware: Fire Age and supermodel Kate Upton fame-represented only 6.7 percent of the TV ad spend in the first quarter of last year but now accounts for 21 percent during the same timeframe this year. This year those two brands account for only 10 percent during the same period.Īnd the first quarter of the year is generally a quiet one for console game developers, who generally don’t start their ad blitz en masse until the fourth quarter, when their big-budget releases come out.īut these trends don’t take away from the fact that mobile game companies are spending more than ever before on TV advertising.
Together, they accounted 36 percent of the category. Last year, console manufacturers were the top spenders in the video game category because both Sony and Microsoft blitzed airwaves with details of their new generation devices (the PlayStation 4 and Xbox One, respectively). Part of this spike is due to certain video game industry realities. This spend outpaces that of not only console manufacturers like PlayStation, Nintendo, and Xbox (at fourth, fifth and eighth, respectively) but also console game manufacturers like 2K (seventh), Electronic Arts (11th), and Ubisoft (21st).
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