As always, June was a huge month for the games industry, as the annual E3 festivities began anew. This year, proceedings were held entirely online, but that didn’t stop publishers and platform holders announcing all manner of fantastic new games much to the delight of gamers everywhere.
While PlayStation opted out this year, plenty of other big names presented exciting showcases – the likes of Ubisoft, Capcom, and the newly unified Microsoft and Bethesda all announced new titles, with the latter announcing a whopping 41 new games coming to the Game Pass subscription service.
Of course, there was also plenty going on in the world of marketing as well. Read on for our picks of the biggest headlines that will affect games publishers and marketers this month.
Nintendo leads E3 with 3.1m peak viewers
While the aforementioned firms brought some huge announcements to the table for E3 2021, it was the house of Mario that stole the show with their highly anticipated E3 Direct. Nintendo had a packed show, kicking off with the announcement that Tekken’s Kazuya will be the next fighter to enter Super Smash Bros Ultimate. As the show went on we got announcements for new Mario Party, WarioWare, and Metroid titles. The show closed with a preview of the sequel to The Legend of Zelda: Breath of the Wild, which will launch next year.
Streaming analyst Stream Hatchet found that the show brought in a peak of 3.1 million live viewers, handily beating out Microsoft’s 2.3 million (the company’s most viewed E3 ever) and Ubisoft’s 1.4 million viewers. Square-Enix followed closely behind Ubisoft with 1.3 million viewers, while indie publisher Devolver Digital punched above their weight, attracting 1.1 million viewers.
Mobile gaming industry to be worth $272bn by 2030
Analyst firm GlobalData has reported that the mobile gaming market will be worth $272 billion by the year 2030, predicting a compound annual growth rate of 11%. The firm attributed this impressive growth to a number of factors.
One major driving force is the maturity of streaming, which is being accelerated by 5G. This, coupled with cloud gaming services and increasing interest in mobile esports, will surely see the sector grow over the next few years. The firm also cited the fact that mobile devices are approaching technical parity with PCs and consoles as another major contributor to the growth.
More than half of the UK played games during lockdown
It will come as no surprise to most that the games industry thrived during periods of lockdown, and now Ofcom has confirmed that 62% of UK adults and 92% of adolescents spent time gaming in 2020. Gaming was equally popular between men and women, with smartphones being the most popular device to game on. Looking at the console split, Ofcom found that men were more likely to game on PC or console, while the majority of mobile gamers were female.
Google limits app-tracking further on Android
In another move that is sure to frustrate mobile marketers, Google has cracked down on advertisers’ ability to track users on Android devices. The latest update will stop developers from accessing a non-consenting user’s Advertising ID. The change will affect all apps on Android 12 in late 2021, with the policy expanding to all Google Play apps in early 2022.
Twitch breaks viewership record
Streaming is continuing its march to becoming one of the most popular forms of on-demand entertainment, with Twitch figures for the month of May breaking records once again. According to StreamElements’ monthly data report, Twitch users watched a cumulative 2.2 billion hours in May, representing a 37% increase year-on-year.
Just Chatting, Grand Theft Auto V, and League of Legends continue to be the most watched categories, with the only new addition to the top 10 being Resident Evil Village, which was watched for 48 million hours in the month of its launch.