Why TV Ads Are Leveling Up Gaming Purchases
A recent report by LG Ad Solutions, titled ‘The Connected Gamer,’ sheds light on how television advertising influences gaming purchases among U.S. gamers. The study reveals that a significant 80% of gamers acknowledge that TV ads impact their decisions to buy video games, with 81% more inclined to purchase games they’ve seen advertised on TV.
Television plays a central role in the gaming experience. An impressive 81% of gamers have upgraded their TVs to enhance gameplay, and 85% value televisions equipped with cloud gaming capabilities. Additionally, 85% appreciate seeing video game recommendations directly on their TV home screens.
Gamers also show a strong interest in interactive advertising formats. The report indicates that 83% are open to scanning QR codes displayed in TV ads for video games. Of those, 92% would likely proceed to purchase the game, highlighting the potential of TV ads to drive direct consumer engagement and sales within the gaming market.
The study provides insights into gamers’ purchasing behaviors. Half of the gamers tend to pre-order new games or buy them during the release week, with heavy gamers being twice as likely to pre-order. While most have purchased between one to five games in the past year, a quarter have bought six or more.
Multitasking is prevalent among gamers. A notable 98% engage with other devices while watching TV, with 56% gaming, 55% browsing social media, and 54% using messaging apps.
When it comes to factors influencing gaming purchases, positive reviews top the list, cited by 55% of gamers. Price follows closely at 51%, and available discounts or sales influence 42% of gamers.
Looking ahead, LG plans to enhance the gaming experience through its webOS Gaming technology. This platform aims to provide an environment for developing interactive games on the largest screen in the home, empowering developers to create games that leverage features like cloud gaming and voice and motion APIs.
As gaming continues to grow as an entertainment and advertising platform, the report underscores the pivotal role Connected TV (CTV) plays in connecting brands with gamers. By delivering personalized, interactive experiences, CTV enables advertisers to engage with a highly active audience and drive measurable outcomes.
Tony Marlow, CMO at LG Ad Solutions, emphasizes, ‘The largest screen in the home is an incredibly powerful way for brands to connect with gaming audiences. Gamers are among the most deeply engaged audiences on Connected Televisions—a platform that uniquely blends premium, big-screen experiences with actionable data. This powerful combination enables marketers to drive measurable outcomes across the funnel while delivering relevant and impactful experiences on the screen that gamers prefer.’
In summary, LG’s report highlights the significant influence of TV advertising on gamers’ purchasing decisions and the growing importance of interactive and personalized content in engaging this dynamic audience.
