ICE London, a major annual event for the gaming industry, brings together more than 35,000 visitors. Primarily a B2B event – something reflected in social media coverage (see keyword cloud)- the focus is squarely on innovation.
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.
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