Discover how to connect and engage with video gamers in Spain

By: Javi Sánchez, Sr. Marketing Manager

Men with headphone and Women playing in console

The growth of the gaming market in Spain presents a unique opportunity for marketers. According to the Spanish Video Game Association (AEVI), the revenue of the gaming sector in the country in 2021 was €1.795 million (1.924 million USD), a 2.8% increase over the previous year.1

Digital sales now total €913 million ($978 million), a 4.59% reduction compared to 2020, although this is still an increase on their pre-pandemic value. In 2021, 6.9 million video games, 1 million game consoles, and 3.5 million gaming accessories were sold.2

Esports revenue in Spain grew by 26% in 2021 to reach €34 million ($37 million). The sector employs 820 people, 240 of whom are professional gamers. Digital channels and streaming services are the fastest-growing revenue sources in esports, increasing by 27.2% and 24.8% respectively.

The government considers the sector to have potential and provides financial support for the development of digital technologies. The Spain Audiovisual Hub, a nonprofit government organization, has announced that up to €8 million ($8.4 million) will be earmarked for the promotion of the sector in Spain.3

Who are the gaming audiences of today and tomorrow?

  • More than 76% of 16- to 24-year-olds in Spain consider themselves gamers. This figure is 60% for 25- to 34-year-olds, 39% for 35- to 44-year-olds, and just 32% for those 45 and over. However, it should be noted that the number of older gamers (45 and older) is increasing.
  • The gender balance is almost even: 52% of gamers are men; 48% are women.
  • According to the AEVI, 18.1 million people in Spain spend more than eight hours a week playing video games: 73.3% of Spanish gamers say that they play at least once a week, 13.3% at least monthly, and 6.6% play almost every day.

How Amazon Ads can fit into your games marketing strategy

Whether you’re seeking to drive brand awareness or conversion every month, there are advertising solutions that Amazon Ads can offer your business, wherever they spend time.

It’s playtime, all the time

Amazon Ads can help brands connect with customers looking for games year-round, in the moments that matter most.

  • Reach games shoppers at scale
  • Maximize consideration and conversion on Amazon, both during seasonal shopping events such as Prime Day and when audiences are shopping for gifts year-round, by maintaining an always-on approach for your video game advertising through Sponsored Display, Sponsored Brands, or Sponsored Products.

  • Create cross-channel experiences
  • Amazon Ads offers solutions that can help you reach game shoppers who engage with Amazon across devices and channels, such as video or custom advertising solutions.

  • Make data-driven decisions
  • Use Amazon shopping insights on Amazon DSP to reach new relevant game audiences, wherever they spend time, across desktop and mobile devices. Use Amazon first-party data to accurately measure your advertising’s impact on how consumers discover, research, and purchase games across touchpoints.

  • Connect with users on Twitch
  • Whether users are competing in esports tournaments, taking lessons from a chess grand master, sharing jokes with a comedian, getting makeup tips from a drag performer, or enjoying a concert, brands can connect with potential audiences on Twitch.