Video advertising, which can make up a substantial portion of the game’s revenue, is gaining traction as a game’s primary revenue source.
In fact, video advertising accounts for more than two-thirds of game revenues, according to industry data.
But according to research firm eMarketer, the industry’s revenue grew just 3.5% from 2016 to 2017.
That’s far below the industry average of 11.5%.
“This trend is certainly not new, but the industry is seeing it in its worst form,” said Egon Schumacher, the eMarketers chief industry analyst.
“Video ad revenue has never been this low.
This is the kind of year that is going to push game publishers to be even more aggressive about marketing their games in a way that drives more revenue.”
For a game like Overwatch, which launched in 2018, there are several ways the publisher can make money from video ads.
The game has several characters, and the game has some of the most powerful heroes in the game.
If a player clicks on a button and watches a video ad for a hero in the Blizzard Overwatch hero guide, that video ad can reach up to 15 million viewers.
If the player clicks a button to view a video for a Blizzard Overwatch character in the Overwatch Heroes guide, the video ad reaches up to 5 million viewers and earns the publisher a small amount of money.
“Video ads are a very large revenue source,” said Josh Tew, senior vice president of eMarkets business analysis and forecasting.
“But they’re not as important as they used to be.
If you look at a lot of other companies that are making video ads, they’re making them as a part of their regular marketing, not because of video ads.”
Video advertising in video games is also getting a boost from new players.
According to eMarkers, more than 8.4 million people who bought a digital copy of the Overwatch hero guides purchased a digital version of the games first hero, Winston.
Overwatch also launched a new Overwatch season last month, and in an interview with GamesBeat, Overwatch esports manager Andrew Lee said the game is seeing an increase in online players who are playing Overwatch and are now willing to pay for the game with virtual currency.
“There are a lot more people in the market that want to play Overwatch, and that’s kind of the trend we’re seeing,” Lee said.
“We’ve seen a lot, and it’s definitely a big change from what we saw when we launched.”
For Blizzard, Overwatch has attracted a lot attention, and there are also many online players.
In May, Blizzard announced that it has sold more than 5 million copies of Overwatch, a figure that includes sales of the digital version, and Lee said that the company is excited about the number of people who have purchased the game as a result.
“When we started Overwatch, we thought that people would only want to buy the digital game, and we really didn’t think we’d get that many people that were buying the digital versions,” Lee told GamesBeat.
“Now we’re getting a lot from people that are buying both.”
If a player is interested in Overwatch and is willing to spend money on the digital copy, it may make sense to get the hero guide for the character in Overwatch as well, said Tew.
That way, players can have a guide to help them play the game, regardless of whether or not they’re interested in playing the game for the digital copies.
“The thing that makes Overwatch so attractive to people is that you can get the guides, but you don’t have to buy Overwatch to play the characters,” Tew said.
While Overwatch is a very popular game, it’s not the only one.
Overwatch’s competitive scene is growing at an exponential rate, and more and more game publishers are experimenting with digital content and advertising strategies to help their games thrive.
For Blizzard, the Overwatch heroes guide and Overwatch season are a great way to build community.
“We’re trying to build a community of like-minded gamers and give them the best possible experience,” Lee explained.
“It’s one of the biggest reasons we have Overwatch as a big game.”