Research

Radar:
Game-
tainment
This report explores the increasing
crossover between TV, cinema and the
computer screen, including the new
gaming film experience and the
growing console-to-screen loop

Quentin Humphrey | 12.02.20

5 minutes

u/mister-KRUHL
Analysis
Widespread adoption of gaming has seen it increasingly converge
with lm and television, birthing a new primetime – game-tainment.

In the second quarter of 2020, a record 7.6 billion hours of streamed

gaming content was watched, according to a recent report from Stream
Hatchet. With the November 2020 release of the PlayStation5 and Xbox
Series X – the next generation gaming consoles from Sony and Microso
respectively – that figure is sure to increase.
Now more than ever there is a growing crossover between the silver
screen and the computer screen. Livestreaming is without a doubt the best
way to reach gamers, but there are engagement opportunities and shi s
in the traditional entertainment channels such as television and cinema
worth exploring.
Gaming is quickly becoming the focal point of entertainment marketing.
With wide adoption of gaming, a push towards new forms of
entertainment amid the saturation, and Hollywood production on an
indefinite hiatus, gaming will continue to inform television and film in the
coming years.
This Research Radar report highlights the new gaming cinema The Sims

experience, the growing console-to-screen loop, and some emerging

video game programming and content formats.

1
The cinema experience
A hybrid of ine experience surfaces as the  lm industry struggles to
cope with the effects of the coronavirus pandemic.

Lockdown measures have decimated the traditional cinema experience,

with several high-profile blockbusters set for release this year being pushed
back to 2021.
In October 2020, AMC Theatres launched a beta test of a rental service for
its theatres. Following the announcement, the company said it received
more than 110,000 guest enquiries about private theatre bookings – which
works out to be quadruple the normal number of rental requests. The
release of the PlayStation5 and Xbox Series X were key catalysts for this
interest. Other US cinema businesses, such as Texas-based Alamo
Dra house, have rolled out similar theatre rental programmes.
In the UK, London-based cinema chain Odeon revealed a new service,
called Big Screen Gaming, allowing people to play video games on a full
theatrical-size screen. Shortly a er Odeonʼs launch, YouTube sensation
PewDiePie shared a video of himself playing Super Smash Bros Ultimate in
a cinema on his Instagram story to his more than 21.4 million followers.
In Malaysia, Golden Screen Cinemas launched its own Big Screen Service
AsiaOne
across its five locations in the country. The service mirrors Odeonʼs
programme and follows the most up-to-date capacity limit on social
gatherings. An influx of families have taken to this new service, including
father Les Yam, who described his familyʼs gaming experience at Golden
Screen Cinemas as “crazy fun”.

2
Emerging gaming content formats
Gaming broadcasting platforms and programmes are emerging with
fresh content for a new class of gamer. 

We previously noted The Sims Sparkʼd as one of the first casual sim games
to blossom into a reality television show. TBS broadcast the show, marking
the brandʼs first gaming programming. The Sparkʼd series was powered
by Electronic Artsʼ (EA) new competitive gaming entertainment unit that
was established to focus solely on television ideation. If Sparkʼd is any
indication of the market temperature, game-makers will continue to
remould their titles into television extensions.
Gaming networks re-emerge: G4tv was the premiere gaming network
from 2003 until it ceased operations in 2014. As a pioneer in the games
media landscape, G4tvʼs influence can be seen in new digital-first gaming
networks such as Venn. In November 2020, the G4tv crew had a virtual
reunion and announced that the network would be coming back in
2021. The revamped network will feature gaming and pop culture shows,
plus live gamer-centric special programming. Also in November, gaming
media company Enthusiast Gaming launched BCC Gaming, its first free ad-
supported streaming TV channel. BCC had accumulated more than 10
million YouTube subscribers before introducing a television channel. G4tv

Global appeal in small markets: In October 2020, RTÉ, Irelandʼs national

television and radio broadcaster, rolled out Gamer Mode, the countryʼs first
TV series on video games. The new eight-part television series will
feature reviews, gamer battles, and other Ireland-centric gaming content.

3
Games to shows: the gamer-to-spectator loop 
Games are increasingly transforming into television content,
converting gamers to watchers and vice versa.

In July 2020, Sony announced a massive investment in Epic Games, the

creator of Fortnite. The $250m investment gives the entertainment kingpin a
1.4% stake in the gaming company, and foretells a growing crossover
between the silver screen and the computer screen.
Incentivising eyes: In October 2020, Epic Games announced a new
promotion that allows players who make a real-money purchase in-game
and are new Disney Plus subscribers to get up to two months of the
streaming service for free. Although just a promotion, the initiative points to
the growing synergy between video games and on-demand streaming
platforms.
Streaming accelerates gaming adaptations: As the streaming
competition intensifies, on-demand streaming giants will continue to
produce console-to-screen adaptations at an unprecedented rate. The
platforms o en opt for video-game intellectual property with nostalgic
appeal. In September 2020, Amazon Prime announced an adaption of post-
apocalyptic video game series Fallout. The show will be produced by the
team behind HBOʼs Euphoria, which will likely extend the reach of the Fortnite

content. A month later in October 2020, Netflix announced an adaption of

popular game series Assassinʼs Creed. Despite minimal information
available on the series, fans shared outwardly positive reactions to the
news. These new television shows are meant to broaden the video game
market beyond the male-heavy core gamer demographic to all gamer
profiles.

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1 234
Action points
Use gaming as a lens
Gaming is mass media, and as it
continues to inform
entertainment, brand marketers
need to understand its place in
popular culture. Create a new
language and model that
embraces the gaming lifestyle. In
the same way a business may use
sustainability as a lens to
understand a consumerʼs eco-
affinity, gaming can now be used
as a lens to develop a deeper
understanding of a consumerʼs
relationship to culture
5
Implement multi-
generational storytelling  opportunities  placement opportunities
Gaming is an intergenerational
opportunity for brands and
thus another way to think about
and incorporate inclusive culture.
Storytelling allows brands to
leverage narratives that connect to
customers. Blend gaming
integration with traditional
methods such as television, print
or cinema to foster universal
participation from your consumer
Explore safe IRL gaming
As entertainment pillars such as
cinema continue to pivot business
priorities, new opportunities to
safely engage in the coronavirus
era will surface. Look to Offline
Experiences: Brand Strategies for
safe and successful outdoor brand
case studies
Pursue product
in console-to-screen
titles
As the entertainment landscape
continues to shi , marketers
should continue to embrace new
marketing frontiers. This includes
product placement opportunities
in new console-to-screen titles.
Remember subtlety and context
are crucial when it comes to a
successful product placement
effort
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