Gaming Meets the Big Screen: New LG Report Shows TV Ads as Key Drivers of Gaming Purchases

The report underscores the preferences and habits of U.S. gamers and how the TV is a trusted and influential device for these audiences

LG Ad Solutions, a leader in CTV and cross-screen advertising, today unveiled findings from its latest report, “The Connected Gamer" highlighting U.S. gamer habits and preferences – and the major role CTV advertising plays in driving their purchase decisions.

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LG Ad Solutions - "The Connected Gamer" Report (Graphic: Business Wire)

The purchasing power of gamers in the United States is substantial, with significant spending on gaming-related products and services. In 2023, the U.S. video game market generated over $113 billion in annual revenues, underscoring the industry's robust economic presence (Statista).

The study highlights the indispensable role of television in the gaming experience and purchasing behavior:

• 81% of gamers have upgraded their TVs to enhance gameplay.
• 85% value TVs with cloud gaming capabilities.
• 80% agree that TV ads influence their decisions to buy video games, and 81% are more likely to purchase games they see advertised on TV.
• 85% like the idea of seeing video game recommendations on their TV Home Screen.

"The largest screen in the home is an incredibly powerful way for brands to connect with gaming audiences," said Tony Marlow, CMO at LG Ad Solutions. "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."

Furthermore, gamers are receptive to interactive advertising formats. The study revealed that 83% of gamers are open to scanning a QR code on a TV ad for a video game, and 92% of those who would scan a QR code would likely purchase that video game. This indicates a strong potential for TV ads to drive direct consumer engagement and sales within the gaming market.

These insights demonstrate that gamers not only invest in gaming hardware and content but are also influenced by television advertising, making TV a critical platform for reaching and engaging this audience.

The study also highlights key insights into the habits of gamers:

• Gamers Purchase New Games Early: Half of gamers pre-order new games before release or buy the week of release, and heavy gamers are two times more likely to pre-order games. And while most gamers have purchased one to five games in the past year, a quarter have bought six or more.
• Gamers Are Multitaskers: 98% of gamers multitask with other devices while watching TV, with 56% gaming, 55% browsing social media feeds and 54% on messaging apps.
• Top Factors Influencing Gaming Purchases: Positive reviews remains the top factor, with 55% of gamers citing it as the main influence on purchasing decisions. Other key factors include price (51%) and discounts or sales available (42%).

Looking ahead, LG is set to redefine the gaming experience through its innovative webOS Gaming technology, which provides an environment for developing interactive games on the largest screen in the home. Innovation in gaming is about elevating the experience for both players and advertisers. With webOS Gaming, LG is empowering developers to create games that leverage cutting-edge features, from cloud gaming to voice and motion APIs, setting a new standard in gaming excellence.

As gaming continues to grow as an entertainment and advertising platform, the report underscores the pivotal role CTV plays in connecting brands with gamers. By delivering personalized, interactive experiences, CTV empowers advertisers to engage with a highly active audience and drive measurable outcomes.

For more information on LG Ad Solutions or to download the full report, click here.

About LG Ad Solutions

LG Ad Solutions is a global leader in connected TV and cross-screen advertising, driven by our mission to create meaningful connections between brands and their audiences. With a vast network of award-winning LG Smart TVs worldwide, we offer advertisers and content creators unparalleled scale, reach, and personalized precision on the largest screen in the home.

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