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Vendors Need a Marketing Strategy for Developers at all Stages of Game Development

Today, there are more games than ever before on the market and in development. The more games created means the more game developers who need products and services. The UBM Game Network's third annual Game Purchasing Survey shows that developers evaluate and specify tools and technologies at all points in a game’s development – so there’s no bad time to get products, technologies and services in front of game developers.

The research (executive summary available below) delves into how game professionals and organizations are spending their budgets, their plans for spending, the platforms and services that get top priority and the primary drivers behind their spending.

The key highlights of the third annual Game Purchasing Survey:

  • From a market standpoint, the top three areas game developers are focused on PC downloadable (72%), mobile (60%) and console downloadable (56%).
  • An organization’s ability to produce more games depends on the resources available. On average, game developers planned to spend $115,000 on hardware, $119,000 on software and $184,000 on services this year, while 5% expects to spend over $1 million in hardware and software each and 7% expects to spend over $1 million in services.
  • There are more platforms than ever for developers to choose from. Some companies are choosing to bring their game to as many platforms as possible to reach as many consumers as possible, while others focus on a single platform. Fifty percent of developers are developing games on the PC/Mac (retail/downloadable), while 38% are developing for the smartphone/tablet and 27% are developing for the console.
  • Teams both large and small are opting to license third-party tools to save the time and money it would take to develop their own tools and engines. The report shows a notable year-on-year decline in respondents who use game engines created within their company. In 2017, 5% of respondents say they use in-house game engines, down from the prior year’s 18%.
  • Game developers are enthusiastic about the design possibilities that virtual reality (VR) and augmented reality (AR) provide. Twenty-one percent of respondents are developing for AR and/or VR in their current or most recent game, a jump from the previous year’s 7%.

The data for the UBM Game Network Purchasing Survey comes from an online survey of 4,100 respondents conducted in early 2017. Respondents include game developers who have attended the Game Developers Conference (GDC) or Virtual Reality Conference (VRDC), and/or subscribed to

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