2025年视频游戏营销调查报告_13页_976kb

2025 Annual Video Games Marketing Survey Summary

Core Content

The 2025 Annual Video Games Marketing Survey by Bastion Network provides a comprehensive overview of the current state and future direction of the games marketing industry. The report highlights key challenges, strategic shifts, and evolving trends that are shaping marketing practices across the sector.

Main Points

Industry Overview

• The games industry is evolving rapidly with tighter budgets, increased competition, and a more challenging landscape for discoverability.
• Marketers are under pressure to deliver results with limited resources, emphasizing agility and performance-driven strategies.

Marketing Team Composition

• Over 60% of respondents have a decade or more of publishing experience.
• Most teams are small, with 63.9% of marketers working in teams of 1 to 5.
• 22.2% of marketers increased their team size over the past year, while 33.3% decreased it and 44.4% kept it unchanged.

Budget and Spend

• 36.1% of marketers feel their current marketing budget is adequate, down from 60% in 2024.
• 63.9% of marketers still believe their budgets fall short.
• 38.9% of marketers increased their agency spend, while 27.8% decreased it and 33.3% kept it unchanged.

Marketing Challenges

• Discoverability is the top challenge, with 31.5% of respondents citing it as the biggest issue.
• Other challenges include lack of resources due to layoffs (16.4%), market saturation (26%), and release schedule changes (6.2%).

Marketing Strategies

• Influencer marketing is a core strategy, with 25% of marketers using organic influencer strategies and 9.6% using paid influencer marketing.
• Community management (16.3%) and channel marketing (Steam, Xbox, PS) (12.5%) are also key areas.
• Storefront optimization, especially on Steam, remains a top priority for marketers.

Content Priorities

• Trailers (22.4%) and short-form content (TikTok, Reels) (23.5%) are considered the most important content types.
• Reviews (22.4%) and live streams (Twitch, YouTube) (21.2%) also rank highly.
• Paid and organic influencer marketing are widely used, with 53.8% preferring mostly organic influencers and 25.6% using a mix of both.

Agency and Collaboration

• Marketers are increasingly relying on trusted agency partners for bold, performance-driven creative.
• Authenticity is seen as the key to success, with a focus on building trust and relevance across all channels.
• AI is being used to streamline processes and enhance targeting, though its role in content creation is still debated.

Game Types and Market Trends

• Multi-player games are the most important for marketers, with 43.2% (Blue Segment) and 51.8% (White Segment) citing it as crucial.
• Single-player games are also significant, with 38.6% of marketers considering them important.
• Live service games are the least important, with 52.8% of marketers deeming them less relevant.

Events and Community Engagement

• Gamescom is the most anticipated event, with 27.7% of marketers planning to attend.
• Community engagement is a growing focus, with an emphasis on creating belonging and connection through physical and digital presence.

Future Outlook

• The industry is expected to continue fragmenting, with smaller teams and more personalized content.
• Marketers are shifting from chasing new platforms to building trust and relevance across all channels.
• There's a trend toward balancing back to pre-Covid norms, with a focus on meaningful engagement and less on cosmetic content.

Key Information

• Discoverability remains a top challenge, but it's no longer just about visibility.
• Influencer marketing is the most effective channel for cutting through the noise.
• Storefront optimization (especially on Steam) is critical for success.
• Community management and authentic engagement are increasingly important.
• AI is being used to improve efficiency, though its impact on content creation is still uncertain.
• Marketing budgets are shrinking for many, with a majority of marketers working with budgets under 500K.
• Team size is decreasing, with 81% of marketers working with budgets under 500K for major titles.

Conclusion

The 2025 survey highlights a shift toward authenticity, community, and smart segmentation in games marketing. While challenges like discoverability and market saturation persist, marketers are adapting with more targeted and performance-driven strategies. The role of influencer marketing, storefront optimization, and AI is becoming more prominent, with a clear emphasis on personalized content and strong audience insight to stand out in a crowded market.