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FANDOM DECODES THE TUG-OF-WAR FOR FAN ATTENTION BETWEEN GAMING & ENTERTAINMENT COMPANIES IN 2024 INSIDE ENTERTAINMENT STUDY

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Study Identifies a New Target Audience – The “Switchers” – and Why Dramas Could Be the Next Big Gaming Franchise

 

Forget the gaming vs. entertainment narrative. Fandom, the world’s largest fan platform, today released its annual Inside Entertainment study which reveals a nuanced reality: fans crave both immersive gaming worlds AND timeless storytelling across tv and film, NOT one or the other. Leveraging first-party data from Fandom’s extensive platform – 350 million monthly unique visitors, 45 million pages of content and 250k fan-powered wikis – coupled with a global study, Inside Entertainment: The Entertainment & Gaming Tug of War goes beyond industry headlines to:

  • Understand the dynamic coexistence between the gaming and TV/film industries
  • Identify a brand new audience – the “Switchers”
  • Detail why dramas and book adaptations present a huge opportunity to be the next hit video game franchise

“Every industry analysis refers to the battle for fans’ attention across entertainment and gaming but we’ve found that it’s not an either or. In fact, combined, entertainment and gaming experiences strengthen fan connection and deliver incremental engagement,” said Stephanie Fried, CMO of Fandom. “Understanding the interplay between these mediums is key to building authentic and enduring fan experiences; and understanding the value and role of each medium is essential for developing powerful marketing messaging to attract and retain fans.”

Key Findings

  • 67% of fans are spending the same or more time consuming content or playing video games, but their behavior is shifting:
  • 33% are spending less time on cable or in theaters – and the number one activity they’re switching to is gaming (59%

Switchers’ refers to the audience moving away from watching movies & binging TV shows in their free time to do other activities. Outside of gaming, switchers are also spending time:

On social media (47%), reading (56%) and doing hobbies (37%)
With 56% of the switcher audience spending time reading, it presents an opportunity to re-engage this audience and pull them back into the ecosystem with new content strategies, like book-to-game or book-to-film cross over adaptations

But don’t worry entertainment companies. Just as gaming is the #1 activity for entertainment fans, watching TV and movies is the #1 activity gamers turn to when taking a break from gaming – which means these industries are inevitably intertwined and could benefit from joint endeavors or conquest/win-back strategies

Drama could be #1 untapped genre for gaming companies to explore when looking for their next big hit. Our data uncovers that drama fans who also game gravitate towards genres like:

  • Role-Playing (RPG): 73%
  • Adventure: 72%,
  • Simulation: 62%,
  • Sandbox/Open World: 62%,
  • Puzzle: 60%

Gaming wins on super serving the emotional needs of fans, identifying a niche area streamers & studios should not only be aware of – but double down on:

  • 82% of gamers think video games are more interactive & engaging than movies and TV
  • 59% feel more accomplished when playing a video game
  • 53% like that they have more control in the story when playing video games
  • 45% feel more invested in the storylines in video games

Top 3 Takeaways For Advertisers and Marketers

1. Gaming is a Friend vs. a Foe

  • Despite common misconceptions, there is a true symbiotic relationship between the gaming and entertainment industries – they both serve different emotional needs for fans and can actually complement each other – with the right fan strategy.
  • Therefore, if studios, networks and streaming companies cater to the distinct emotional desires of their specific audiences, they can successfully influence a fan’s choice between mediums and content types and build out a more robust conquest strategy for both retention and acquisition.

2. Sway the Switchers

  • Switchers are the audience entertainment companies should be first and foremost targeting in this “tug of war” to capture fan attention, because switching to watching TV & movies is the first activity gamers engage in after they stop playing.
  • This underscores the importance for entertainment companies to develop strategies that resonate with these “switchers.”

3. Find your Niche

  • With the growing intersection between gaming and entertainment, it’s crucial for studios, networks, and streamers to align on a gaming strategy that drives viewer engagement and retention.
  • While many entertainment companies know they need a focus on gaming to drive their business forward – how and where are often barriers. Developing a gaming-specific fan strategy by finding niche pockets in the vast ecosystem – like targeting drama fans or creating book adaptations – is key for reaching a high affinity target at scale.

For an interview with a Fandom executive to discuss the study in more detail, please contact Rachelle Savoia at [email protected]

Methodology

The 2024 Inside Entertainment study regionally analyzes the dynamics between diverse forms of entertainment based on a survey of 5,500 entertainment and gaming fans aged 13-54 These insights were validated and deepened through Fandom’s proprietary, first-party data from 2024 – more than 350 million monthly unique visitors, 45 million pages of content across 250,000 wikis. This methodology provides a 360-degree view of franchises and fan interest across the entertainment and gaming landscape through the eyes of Fandom.

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Maryland Lottery and Gaming Comission Selects Intralot for Lottery System Contract

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Intralot S.A. informs the investor community and its stakeholders that on July 15, 2025 the Maryland Lottery and Gaming Control Commission approved the recommendation to award a new Lottery Central Monitoring and Control System (LCMCS) contract to its US subsidiary, Intralot, Inc. following a competitive bidding process.

The vendor awarded the contract will manufacture the counter terminals and self-service vending machines that sell tickets at 4,300 Maryland Lottery retailer points of sale; develops the software that runs the system’s sales and accounting functions; and provide numerous related services that are necessary to operate the Maryland Lottery. The term of the contract is 10 years with a possible 5+1 year extension.

As part its proposal to the State, Intralot has engaged nine local business enterprises (MBE) to service the Maryland Lottery contract. Historically, vendors have used fewer MBE partners, but Intralot believes its new approach will create far greater opportunities for local communities.

Intralot’s financial proposal corresponds to a total estimated contract term price of $260,393,946.

The Gaming Control Commission’s approval is an intermediary step in the award process for
approving any future contract.

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ISI Sports Partners with Canton Gaming to Launch Retail Sportsbook at The Greene Turtle

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Global race and sportsbook technology provider Internet Sports International (ISI) has entered into a partnership with Canton Gaming LLC, a retail sports wagering facility located at The Greene Turtle in Baltimore, Maryland. ISI is powering the retail sports wagering operation using its award-winning sportsbook system.

The Greene Turtle Sportsbook is now live, offering patrons a thrilling experience to wager on their favorite sporting events with real-time odds and live-action updates. The automated sportsbook kiosks feature a broad range of betting propositions suitable for both novice and veteran bettors alike.

“ISI Sports is the perfect partner to elevate our sportsbook offerings. In a competitive industry, ISI’s state-of-the-art kiosks enable us to set new service standards and continuously innovate for our guests’ entertainment. The seamless process from negotiations to opening was remarkable, thanks to ISI’s outstanding service,” said Jay Sapperstein, owner of Canton Gaming.

The Greene Turtle has been accepting sports wagers for two seasons and has now upgraded all 10 of its sports betting kiosks with ISI’s proven software. In the near future, the sportsbook plans to offer an increasing array of tailored betting options to meet the evolving preferences of Maryland customers.

“ISI’s advanced technology, combined with 25 years of industry experience, allows us to quickly support both start-up operations and providers transitioning from exiting platforms,” said Ernest Matthews, Vice President and General Counsel.

“With multiple sportsbook providers leaving markets across the US, more retail casino clients are seeking innovative, cost-effective ways to establish or replace their sports betting operations. Their existing hardware can often be reused, significantly reducing initial investment. The recent rollout went flawlessly, thanks to the top-tier facility and staff. We look forward to a long-term partnership, as we are confident that ISI is here for the long haul in retail sports betting,” Matthews added.

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NYC Council Rejects Bally’s $4B Bronx Casino Bid

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The New York City Council has rejected Bally’s land-use rezoning proposal for its planned $4 billion Bronx casino.

The City Council voted 29-9, with four abstentions, against gaming giant Bally’s request to rezone parkland for commercial use at the Bally’s Golf Links at Ferry Point property it operates in the Bronx. The move effectively ended Bally’s shot to secure the required land use and other zoning approvals needed for winning a casino license. The motion to disapprove of Bally’s request was put forward by Bronx Councilwoman Kristy Marmorato.

The proposed $4 billion Bally’s Bronx hotel and casino resort, totaling more than 3 million square feet, was planned for roughly 16 acres of parking lots and the practice green area at Bally’s Golf Links at Ferry Point. The complex’s design includes a 500,000-square-foot casino with 3500 gaming machines and 250 table games, a 500-room upscale hotel and a 2000-person event center.

Bally’s, in its official application filed in late June with the New York State Gaming Commission, called Bally’s Bronx a “once-in-a-generation” investment. “This development represents an audacious vision to develop a former landfill and transform it into an economic engine for the Bronx — the borough’s single largest private development.”

Without Bally’s in the running, the field of New York casino contenders narrows to seven. Three developers previously ended their plans, including the $12 billion Hudson Yards West casino proposal from Related Cos., Oxford Properties and Wynn Resorts. The group dropped its bid following strong community opposition.

Three casino licenses are available for the downstate region that includes New York City. A viable bidder would have to secure a two-thirds majority vote from a community advisory committee before a proposal could advance to the next round and be considered by the state’s Gaming Facility Location Board, which will make its final decision by Dec. 1. In addition to a $1 million filing fee, the teams selected would each have to pay a $500 million license fee while also meeting the requirement of a $500 million minimum capital investment.

If none of the bids secures enough committee votes, the state will not issue any licenses.

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