Deloitte’s 2024 gaming outlook points to two possible growth avenues: using stories and intellectual property across games, film and television to help people discover games, and applying generative AI to experiment with development and player-facing content. The figures reported alongside those themes describe 2024 survey findings and a 2023 revenue statistic—not current market conditions or proof that either strategy reliably increases sales.
Why Deloitte’s outlook focused on growth
The 2024 outlook, summarized by GamesBeat, describes a market with a large, experienced audience but concentrated revenue. Deloitte’s 2024 Digital Media Trends survey found that 61% of U.S. consumers played games regularly, averaging nine hours of play per week. Reported regular-play rates were 85% for Gen Z, 78% for millennials, 60% for Gen X and 35% for boomers.
The summary also reports that 60% of surveyed gamers had played for more than ten years. At the same time, about 20% of surveyed players—and 25% of women players—had started within the previous four years. These figures suggest both a well-established player base and a stream of newer entrants; they do not show how much any particular game can grow.
Revenue concentration makes that distinction important. GamesBeat attributes to Newzoo the finding that 90% of 2023 game revenue came from 43 titles. That statistic indicates a difficult backdrop for launches, but the summary does not provide the underlying Newzoo material or details needed to assess its methodology independently.
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How transmedia could help games reach players
Transmedia means building or extending a story or intellectual property across formats such as games, television and film. The outlook presents cross-media storytelling as a possible discovery route: a person who encounters a world or characters in a show may then choose to play a related game. It also says surveyed players preferred single-player, story-driven experiences, though the summary does not give a percentage for that preference.
One finding offers a specific signal. Deloitte’s 2024 survey, as reported by GamesBeat, found that 52% of surveyed Gen Z and millennial gamers decided to play a specific game after watching a particular TV show or movie. This is evidence of reported discovery following exposure to another medium—not proof that an adaptation caused a purchase, that the player bought the game, or that transmedia projects consistently generate revenue.
For a studio, publisher or investor, the useful distinction is between reach and commercial performance. Cross-media exposure may introduce a game to potential players or strengthen interest in an existing story world. The available summary does not quantify resulting sales, acquisition costs, retention or return on investment, so it cannot establish whether a given adaptation is financially worthwhile.
Where generative AI may fit in development
The outlook describes generative AI as a potential way to support experimentation amid rising development costs. Its examples span production tasks and player-facing features:
- Concept-art iteration: generating or refining visual ideas during early exploration.
- Coding assistance: helping developers with programming work.
- Conversational non-player characters: exploring dialogue that responds to players.
- Translation: assisting with localization across languages.
- Responsive levels and digital goods: experimenting with content that changes or is generated in response to play.
These are potential uses, not measured outcomes. GamesBeat’s summary does not establish that AI reduced costs, improved quality, increased adoption or changed employment. It also does not identify a particular tool or vendor. The summary notes that studios may struggle to settle on a coherent strategy while the technology evolves; experimentation should not be mistaken for evidence that a defined approach is already delivering results.
How the two growth avenues differ
Transmedia and generative AI are not competing products. One concerns how audiences encounter stories and games; the other concerns how studios might explore production and player experiences. The evidence behind each is also different.
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| Avenue | Potential role | What the 2024 summary supports | What it does not establish |
|---|---|---|---|
| Transmedia | Help players discover a game through a related film, show or story world. | A reported survey finding: 52% of surveyed Gen Z and millennial gamers said they decided to play a specific game after watching a particular TV show or movie. | Causal sales lift, adaptation success rates, return on investment or reliable growth for a particular title. |
| Generative AI | Support experimentation in art, coding, NPC dialogue, translation and responsive content. | Examples of possible uses and an expectation of more studio experimentation. | Proven savings, quality gains, adoption rates, workforce effects or quantified returns. |
That difference matters when interpreting “growth.” The transmedia figure is a reported player behavior, while the AI examples describe possible applications. Neither, on its own, provides a financial forecast or a basis for comparing expected returns.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to read the figures
The figures are reported in Jordan Fragen’s GamesBeat article, published June 5, 2024 and updated June 18, 2025. It summarizes Deloitte’s 2024 Gaming Outlook and Digital Media Trends survey, and attributes the 2023 revenue-concentration figure to Newzoo. The summary does not provide survey sample sizes, field dates, question wording or the original Newzoo citation details. Treat the numbers as attributed 2024 findings and a 2023 statistic, not as independently verified or current 2026 market measurements.
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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Clear out junk files and repair common Windows errorsFree Scan →For personal-finance readers assessing the business implications of gaming trends, the practical takeaway is to separate audience interest and technological possibility from demonstrated financial performance. The available figures can explain why studios may pursue cross-media discovery or AI experimentation, but they are not enough to predict the performance of a company, game or investment.
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