fbpx
DigitalFeaturedMarketingOpinion

The great gaming stagnation

VICE Media MEA’s Saad Al Abbassi explains why brands must recognise the importance of social interaction and shared experiences.

The great gaming stagnation

For the last decade, gaming has been untouchable, surpassing the combined global revenue of film and music. It has outpaced global GDP growth, exceeded industry expectations and evolved from a niche hobby into a dominant form of entertainment. Fast-forward to today and it’s taking a soft nose-dive. Gaming in 2025 feels like an industry caught in a loop, where innovation is scarce, trust is low and the profits from social gaming are hiding a deeper existential crisis.

The crash after the boom
Between 2011 and 2021, the revenue from video gaming skyrocketed, growing at double the rate of the previous two decades. Then, in 2022, the market dropped by 3.5 per cent. By 2024, spending had completely


To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.