March 1st, 2024, Lesley Simeon
We know by now that a music artist turning up at a football game can boost engagement. But can the same be said if a music artist were to make an appearance in a video game?
A recent YouGov survey asked consumers across 17 international markets how likely a music artist’s appearance in a video game would increase or decrease their engagement with the game. More than two in five of all consumers across markets (42%) say such an appearance is likely to increase their game-related engagement to some degree.
On the other hand, 13% of consumers across markets say a music artist’s appearance in a video game is likely to decrease their engagement with the game, while 45% of them say an appearance by a music artist would have no impact on their engagement whatsoever.
Data from individual markets reveals that Indonesians are the most likely across markets (70%) to say that a music artist’s appearance is likely to increase their engagement with the game. India (65%) and UAE (61%) follow.
In Europe, Poles (42%) are most likely to say a music artist’s appearance is likely to increase their engagement with a game, followed by Italians (40%). Britons are the least likely (20%) - not just in this region but across all our markets - to say such an appearance is likely to increase their engagement with the game.
Conversely, Germans lead across markets (23%) in saying that a music artist appearing in a game is likely to decrease their engagement with the game, followed by Danes (22%) and Swedes (20%). In Asia, Indians are the most likely to share this opinion (12%).
More than three in five Britons (64%) say a music artist appearing will have no effect on their engagement with the game. Equal proportions of Canadians (60%) and Americans (60%) say the same, closely followed by the French (59%). Singaporeans account for the largest proportion of consumers in Asia (48%) who say a music artist’s appearance in the game will have no impact on their engagement.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 325 and 727 for each market. All surveys were conducted online in December 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.
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