Next-level growth: 3 types of games attracting US gamers

The world of gaming continues to evolve, with some franchises standing out in the crowded marketplace.

We recently analyzed the 60+ games tracked in the US Video Game Franchises sector of YouGov BrandIndex, uncovering six games that have seen notable growth in consumer consideration.

These six games can be segmented into three distinct categories:

• High-Profile Movers: Games that with high Consideration scores that continued to show strong growth
• Mobile Movers: Mobile games that have seen significant improvement in Consideration
• Consistent Movers: Games that have experienced growth in Consideration steadily over time, rather than in a short time frame

While each game has found a unique path to success, they share the common theme of attracting significant player attention and engagement.

High-Profile Movers: Call of Duty and Grand Theft Auto

At the top of the video game world, two franchises have managed to maintain dominance while still achieving further growth.

Leading the charge are Call of Duty (CoD) and Grand Theft Auto (GTA), both categorized as High-Profile Movers. Despite already enjoying top-tier consideration, these franchises experienced noticeable boosts in player interest, particularly in late 2023.

The most likely catalysts for this surge are the release of CoD: Modern Warfare III and the highly-anticipated trailer for GTA VI.

Compared to September 2019, Call of Duty has lifted its Consideration among gamers by an impressive 11 percentage-points, reaching around 33%. Meanwhile, GTA saw a 7-point increase, climbing into the consideration set for 31% of gamers.

Both franchises have a strong legacy in the gaming world, but their ability to keep players excited about new content suggests they’ll continue to dominate for the foreseeable future.

Mobile Movers: Clash of Clans and Clash Royale

The mobile gaming market has experienced steady growth in recent years, though games like Clash of Clans and Clash Royale stand out as Mobile Movers.

Despite starting exclusively on mobile, both franchises are now playable across multiple platforms and saw their Consideration scores rise significantly after their October 2023 release on PC.

This cross-platform availability has clearly paid off for the Supercell titles. Clash Royale is now considered by 10% of gamers, while Clash of Clans reached 12%, almost doubling their September 2020 figures.

This expansion into PC gaming has broadened their reach and has likely drawn in both new and returning players, who may have been more inclined to engage with the games in a desktop setting.

Consistent Movers: Roblox and PUBG

While some games experience rapid bursts of popularity, others grow consideration steadily over time. This is the case for Roblox and PUBG, both of which are labeled Consistent Movers.

These franchises may not rely on splashy releases or high-profile events to maintain player interest, but their slow and steady rise has been undeniable.

Roblox, in particular, saw a major boost during the COVID-19 pandemic, as it served as a virtual hangout for many players. Its momentum hasn’t slowed, with Consideration among gamers increasing by 4 percentage-points to 10% from September 2019 to December 2021.

PUBG also appears to enjoy a similar trend, capitalizing on its loyal player base and continuous updates to maintain a solid presence in the gaming landscape.

What else increases with Consideration?

In addition to purchase consideration for video game franchises, YouGov BrandIndex tracks 15 other brand health metrics.

YouGov’s data reveals that as a game’s Consideration rises, other key metrics often follow suit. Roblox, for example, shows high correlations with Attention, Buzz, and WOM (word-of-mouth) Exposure. The more players hear about the game—whether through news, friends, or online discussions—the more likely they are to consider playing.

In the case of Call of Duty, increased Consideration is closely linked to positive Buzz, perceived Value (both in terms of in-game purchases and overall gaming experience), and Reputation. Gamers not only view it as a fun and worthwhile experience but also as a title they would be proud to be associated with professionally.

Across all six games profiled in this analysis, WOM Exposure and Reputation stand out as the strongest indicators of a game’s success.

In other words, games that achieve high consideration among gamers are often those that spark discussions among friends and are considered prestigious to work on.

Conclusion

The gaming landscape is as dynamic as ever, with different franchises employing diverse strategies to capture player attention and increase their standing in the marketplace. Whether through high-profile releases, platform expansions, or consistent long-term growth, games like Call of Duty, GTA, Clash of Clans, Roblox, and others have proven that there’s more than one path to success. With the gaming industry continuing to innovate, it will be exciting to see which titles rise in the ranks next.

YouGov BrandIndex currently tracks:

Animal Crossing, Apex Legends, Assassin's Creed, Battlefield, Brawl Stars, Call of Duty (all), Call of Duty: Warzone, Candy Crush Saga, Clash of Clans, Clash Royale, Counter-Strike: Global Offensive (CS:GO), Destiny, Diablo, Dota, Dragon Age, EA SPORTS FC, FIFA, Final Fantasy, Formula 1 (F1), Forza, Fortnite, Gears of War, Genshin Impact, Grand Theft Auto, Halo, Hay Day, Hearthstone, League of Legends, League of Legends: Teamfight Tactics, League of Legends: Wild Rift, Legends of Runeterra, Madden NFL, Mass Effect, Medal of Honor, Minecraft, MLB The Show, MONOPOLY GO!, Mortal Kombat, NBA 2K, NBA LIVE, Need for Speed, NHL, Overwatch, Plants vs. Zombies, PlayerUnknown's Battlegrounds (PUBG), Roblox, Rocket League, Royal Match, Star Wars Battlefront, StarCraft, Street Fighter, Super Mario Bros., The Legend of Zelda, The Sims, Tom Clancy's Rainbow Six, Tony Hawk's Pro Skater, Ultimate Fighting Championship (UFC), VALORANT, World of Warcraft

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