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Why 鈥淢inecraft鈥� is succeeding: The movie is based on the best-selling video game of all time, meaning it has a larger鈥攁nd more family-friendly鈥攁udience than other video game adaptations. However, a significant reason behind the success of 鈥淎 Minecraft Movie鈥� is the film鈥檚 massive marketing push, studded by an array of high-profile collaborations and immersive brand tie-ins.

This is the first installment of our biannual 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Why it matters: Lowe鈥檚 is banking on video games as a path to cultivate digitally native demographics like Gen Z and gather data that will enhance its relationships with these future homeowners and DIYers. More brands are recognizing digital games as a powerful and engaging channel. More than half (57.2%) of the US population will be digital gamers this year, per our forecast.

Cloudflare found that recent attacks surged across telecom, gaming, and gambling, with cybersecurity and aerospace emerging as surprise targets, indicating that no industries are safe from DDoS threats. Geographically, Germany, Turkey, and China bore the brunt of attacks, while Hong Kong and Indonesia led attack sources. Key takeaway: DDoS attacks are only going to get worse.

When not watching videos, Gen Alphas are gaming. We estimate 44.9% of children under 12 are digital gamers. Many Gen Alphas are picking up the habit from their parents: 75% of parents are gaming with their children regularly, according to a September 2024 Entertainment Software Rating Board (ESRB) survey. More than half of Gen Alphas play on mobile devices.

The majority (85%) of Twitch content is gaming related versus 16% of YouTube content, according to Stream Hatchet. Gamers have historically been a challenging demographic for advertisers as in-game ads can break the immersion that players seek. Amazon could also be waiting for livestream shopping to gain more traction in the US.

This incident highlights the instability of careers in gaming鈥攁n industry where gamers are highly engaged, but the hits that generate that engagement don't always equate to business success.

Video game adaptations have historically presented mixed results鈥攚hile 鈥淭he Super Mario Bros. Movie鈥� was a massive hit and 鈥淭he Last of Us鈥� was well received, projects like 鈥淗alo鈥� fail to take off, while others like 鈥淢inecraft鈥� remain uncertain bets. Traditional studios must strategically acquire undervalued IP while extracting maximum value from existing franchises.

How time spent with media, device ownership, and media adoption stacks up in the United States.

This is the second installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

After a mini boom in 2020 (5.8% growth), US gamer increases have mostly paralleled national smartphone growth metrics

How can in-game ad buyers calibrate their ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

The ad network currently offers ads on its gambling apps and websites, with a focus on travel, restaurants within the casino, upcoming events, and nearby businesses, according to Rich Roberts, president of digital gaming at Mohegan.

CES 2025 emphasized a shift to platform-agnostic ecosystems as cloud gaming, e-sports, and cross-platform play redefine the industry