Q4 2023 and Q1 2024 were the largest quarters on record for new brand activations in gaming and virtual worlds, according to GEEIQ, the leading insights provider for brands in virtual worlds. Charles Hambro, CEO & Co-Founder, offers key findings.
3. Some platforms continued to welcome a rise in new brand activations.
Platforms like Minecraft, which have in recent years seen less brand investment than the likes of Roblox and Fortnite, continued to see an increase in new brand activations from Q4 2023 to Q1 2024.
For example, the number of new brand activations on Minecraft increased 60% in Q1 of this year, compared to Q4 2023, marking the highest number of brand activations in Minecraft since Q1 2021.
Key takeaways
What we’re seeing at GEEIQ is gaming platforms and virtual worlds becoming an integral tool in the brand marketer’s kit, and they're beginning to experience the same fluctuations that other paid media channels do.
When it was declared in 2023 that ‘the metaverse is dead’, GEEIQ data showed that while the ‘hype’ was very much over, the brand opportunity in these platforms was definitely not. The audiences that brands command in these spaces continue to scale and become more engaged.
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