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Gaming brands and OOH


The gaming industry has experienced continued expansion and diversification over the last few years. Gaming now spans past typical PCs and consoles and into smartphones and tablets.

According to gaming intelligence firm Newzoo, the global games market shows that 2.2 billion gamers across the globe are expected to generate $108.9 billion in game revenues in 2017. This represents an increase of 7.8% from the year before. According to Newzoo’s 2016 global games market report, Western Europe generated $17.3 billion on revenue during 2016, 4.4% YOY growth (2915-2016). In 2015, Western Europe had a population of 404,489,000 - 86% of this population go online and 45.5% are gamers.

OOH advertising plays an important role in a commuter’s gaming inspiration. According to Exterion Media UK’s award-winning consumer panel, work.shop.play., half (48%) of the UK’s urban audience play games on their smartphones on a weekly basis; this increases to 61% among those aged 16-34. Console and desktop gaming is also popular among the urban audience, with 20% and 35% respectively playing on a weekly basis.

According to work.shop.play., in 2016:

  • 52% of console and computer gamers bought games via an online retailer, and the next most popular place to purchase games was on the high street (43%).
  • Games are often bought spontaneously, with 64% agreeing that they occasionally make spontaneous decisions when it comes to buying games.
  • 20% of the urban audiences’ time spent playing games on their smartphones is done whilst on their commute. This increases to 38% among Londoners.

From buses and billboards to metros, rail, and retail space, Exterion Media can offer the right platform to game companies looking to engage with their audiences in countries such as Ireland, the Netherlands, United Kingdom, Spain and France.

An example of this is the multi-media advertising campaign run by Clash of Kings last summer on London Underground. 


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Clash of Kings wanted to improve brand awareness and persuade people to take action towards the game, increasing usage amongst commuters. The campaign consisted of a variety of formats that worked to create a unique immersive experience at Oxford Circus. This activity was complemented by a burst of activity on central London DEPs (Digital Escalator Panels).

The campaign achieved a high level of awareness amongst commuters, improving perceptions and driving people to talk to others about the game, search online, or download Clash of Kings for themselves. In fact, 77% of London Tube users recalled at least one of the Clash of Kings London Underground ads.

Other examples are the eye-catching pink buses that made their way around London promoting the mobile app game Candy Crush Soda Saga; Gears of War 4 video game’s launch on scrolling billboards in Paris; Ubisoft’s video game, Assasins, displayed on station panels in Amsterdam and the well-known football video game, Fifa 2016, on a backlit billboard in Madrid. 

For more information, please contact us at international.sales@exterionmedia.com