Back-to-School Advertising Opportunities With King Players

In 2024, US parents, guardians, and children of grades K-12 plan to spend an estimated $31.3B on back-to-school supplies. In addition, back-to-college households are planning to spend $1,365 on average.

As the next back-to-school season approaches, millions of families are gearing up for an equally busy shopping period—and the same can be said of millions of gamers. By understanding the consumer habits and preferences of these players, brands can better connect with a highly engaged audience through innovative advertising experiences. 

Spending Trends and Categories

From parents preparing for back-to-school shopping to young adults furnishing college dorms, the gaming community is incredibly diverse, spanning all ages and life stages. But a significant number of these gamers are preparing to invest heavily in school shopping, and there are a few financial considerations that are top of mind during this season:

• 67% of King players expect to spend $300 or more.
• 75% take advantage of Summer sales.
• 74% cite finding affordable prices as their biggest challenge.

King's player base is vast and engaged, with 238 million global monthly active users as of Q2 2023. Well over half (68%) are parents, making them an ideal audience for back-to-school marketing campaigns. (Activision Blizzard Media Back to School Shopper Survey via Toluna Insights, August 2023 [Base: US Adults 18+]) Gamer mom’s in general are especially primed for back-to-school advertising—and back-to-school sales—as they are the primary decision maker across shopping categories in their household compared to non-gaming moms.

These players are shopping for a wide range of products to prepare their families for the new school year and have a few top categories where they seek savings: clothing (87%), electronics (84%), furniture (52%), and school supplies (42%).

With a robust willingness to spend, brands can tailor their marketing strategies to resonate with the specific needs and preferences of gamers. Aligning your campaigns with the top spending categories ensures that your message reaches a large and receptive audience.

By highlighting affordability and value, you can address the primary challenge faced by 74% of King players, making your brand more appealing. This targeted approach not only captures the attention of gamers but also drives meaningful engagement and conversions during this critical spending season.

Preferred Shopping Channels

King players are not only diverse in their shopping needs but also in their shopping channels. They move between online and in-person shopping, providing multiple touchpoints for brands to engage with them:

• 90% shop in-person
• 95% shop online
  • 34% use PCs or laptops
  • 61% prefer smartphones or tablets

This shopping behavior underscores the importance of flexible and adaptive advertising strategies. Advertisers can capitalize on this to reach King players wherever they shop. With so many players shopping online and in-person, it's crucial to maintain a strong presence across both digital and physical platforms. Leveraging players’ affinity for smartphones and tablets, brands can optimize their mobile advertising to ensure seamless engagement. This comprehensive approach not only maximizes reach but also enhances the likelihood of driving conversions across multiple touchpoints.

Timing of Purchases

Timing is crucial in back-to-school shopping. Research indicates that the majority of King players start their shopping early:

• 63% begin in July or earlier
• 92% complete their shopping by August

Brands looking to capture this audience’s attention should align their advertising efforts with these timelines. Understanding these purchasing timelines allows advertisers to strategically time their campaigns for maximum impact. Launching promotions and advertisements in July or earlier ensures that your brand is top-of-mind as gamers begin their search for deals. Maintaining a strong advertising presence through July and August is essential for capturing the bulk of back-to-school expenditures. By aligning your advertising efforts with these key shopping windows, you can effectively engage with gamers at the most influential points of their purchasing journey.

Brand Advocacy and Ad Receptivity

King players are not just shoppers; they are also brand advocates who are receptive to advertisements:

• They are 1.5x more likely to say online ads influence their back-to-school purchases.
• They are 1.3x more likely to tell friends and family about new products.

Gamer’s high level of ad receptivity and brand advocacy presents an opportunity for advertisers. Their increased likelihood to be influenced by online ads means that well-crafted digital campaigns can significantly impact their purchasing decisions. Additionally, their propensity to share information about new products with friends and family amplifies the reach of your marketing efforts, turning these players into powerful advocates for your brand. 

Leveraging opt-in ad formats like Playables, which boast 98% viewability and a 95% engagement rate, allows for a high-quality interaction with shoppers that leaves them thinking about your brand messages when they’re most receptive. Rewarded Video similarly leaves players with a positive impression of brands during moments when they’re relaxed, happy, and eager to receive rewards. 

Players Love Smart Shopping

The back-to-school shopping season is a golden opportunity for brands to connect with the highly engaged gaming audience. By understanding their shopping habits, preferences, and challenges, brands can craft targeted and innovative advertising experiences that resonate with these players. With a blend of online and in-person shopping habits and a strong inclination towards brand advocacy, King players represent a valuable demographic for back-to-school marketing initiatives.

About the Author

James Curran is a Research Lead at Activision Blizzard Media with a focus on new Ad Product Research. In this role, he combines his lifelong passion for games and his professional background to draw insights from players to help inform cross-functional teams on how to deliver ideal experiences and impactful advertising partnerships. Before joining Activision Blizzard Media, he worked in Marketing Science roles across agencies within Omnicom Media. He holds a BSc in Psychology from Fordham University.