Gamesight released their annual State of Performance Marketing Report, in which it provides insight in what kind of platforms and advertising strategies are effective for game studios. According to its latest findings, optimized marketing revolves around a tailored strategy, with different platforms offering different advantages for reaching particular audiences or retaining their attention long-term. Gamesight’s report shows that finding the right platform on which to advertise can bring a much better return on investment than broader approach.

One of the report’s takeaways was the strengths of different platforms. For example, of the two major video-based sites for gamers, Twitch offers 3x higher conversion rates, thanks largely to its unskippable ad format and targeted approach; while YouTube has a 54% retention rate, one of the highest ...