From games to the big screen: The impact of IP across platforms

From games to the big screen:
The impact of IP across
platforms
Report

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In an entertainment era hallmarked by sequels, reboots, and nostalgia plays, Hollywood is increasingly turning to
video game IP to create scripted content. From TV hits like HBO’s The Last of Us and Prime’s Fallout, to feature films like
A Minecraft Movie and The Super Mario Bros. Movie, video game adaptations have been a hit with both audiences and
critics. What’s more, the release of scripted content has created a boomerang effect on the original games, often leading
to re-engagement and renewed popularity.
What’s driving the cultural zeitgeist may be unclear, but one thing is certain: games tied to recent marquee television series
and film releases are skyrocketing in popularity, seeing increases in games sold, active users, in-app purchases, and revenue,
illustrating the powerful effect of leveraging a transmedia strategy.
In this report:
Mobile IAP revenue
and console units sold
catapulted +35% each
after the release of the
Minecraft movie in
April 2025 The Fallout TV show
drove a +20% surge in
Amazon Prime Video
app downloads on
release week Fallout 3 and Fallout 4
PC DAUs remained +225%
higher for 12 and 20 weeks
after the show’s release,
and Amazon increased
US ad spend on Desktop
Video (+20x) to maximize
the show’s impact Max app downloads and
The Last of Us console
DAUs each soared 40%
when the show’s second
season premiered
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Chicken jockey’s rejoice: How the Minecraft movie built
and reignited consumer interest in the game
Popcorn flinging aside, the release of the Minecraft movie in April 2025 was a smashing success, grossing +$900 million in box
office for Warner Bros. The movie also drove increased interest in the already-successful Minecraft mobile and console games:
mobile app IAP revenue spiked 44% and console games sold increased 36% in April, coinciding with the film’s release. And it
wasn’t just new gamers: active user spikes in Minecraft mobile (+9%) and console (+41%) illustrate that the movie likely spurred
historical players to jump back in the sandbox.
WoW Change in US Ad Spend: CPG Super Bowl Advertisers vs CPG Category
(Global, 2025 YTD) Minecraft mobile and console DAUs
Transmedia opportunities: Capitalizing on existing intellectual property
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Fallout TV show release stirs interest in Prime Video,
Fallout Shelter, and legacy Fallout titles
The release of the Fallout TV show in April 2024 drove a 23% increase in app downloads for Amazon Prime Video,
demonstrating how releases of game IP-inspired content can also benefit the company producing this content.
WoW Change in US Ad Spend: CPG Super Bowl Advertisers vs CPG Category
(Jan’24 – Apr’24) Amazon Prime Video WAUs and downloads
Mobile title Fallout Shelter also saw an uptick in consumer interest during the show’s release as DAUs (+77%) and IAP revenue
(+150%) both soared. Capitalizing on the tailwinds surrounding the show’s release, the PC versions of both Fallout 3 and Fallout
4 dropped in price that week, propelling daily games sold by 125% and 410%, respectively. This also contributed to a +110%
increase in PC DAUs for both titles as new and returning players alike flocked to the survival RPG to enhance their experience or
enjoyment of the show (or vice versa).
WoW Change in US Ad Spend: CPG Super Bowl Advertisers vs CPG Category
(2024-2025 YTD) Fallout Shelter mobile in-pap purchase revenue and Fallout 3 and Fallout 4 PC daily units sold
Fallout show premieres week of 4/8/24
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(Nov’24 – May’25 MTD)
Week prior to release and week during release
The Last of Us Part I and Part II Console DAUs and Max App Downloads
Fallout TV show US digital ad spend by channel
Usage of games tied to hit TV and
film content persists post-release
Perhaps more impressive, this re-energizing effect with the
original game IP was long-lasting: Fallout 3 and Fallout 4
PC DAUs remained +225% higher for 12 and 20 weeks after
the show’s release, respectively, vs the month prior to its
premiere. However, Fallout Shelter, bolstered by its free-to-
download and play status on mobile, has kept its momentum
going with app DAUs up 26% YTD.
Amazon tailored various digital ad promotions around
the release of Fallout to maximize the show’s impact and
popularity, releasing video campaigns across digital and OTT
channels. 82% of total US digital ad spend for the Fallout
TV show during its release week was allocated to video-first
platforms such as YouTube (33%), Desktop Video (23%),
TikTok (14%) and OTT (12%). On a week-over-week basis,
Amazon increased US ad spend most heavily on Desktop
Video (+20x) vs other platforms. More than half (52%) of that
US Desktop Video ad spend was on platforms with a gaming
focus (such as Twitch, IGN and Gamespot), showcasing how
the entertainment company’s cross-promotional advertising
efforts benefitted both Amazon and Microsoft.
Transmedia success varies with IP
format and adaptation faithfulness
HBO’s hit series, The Last of Us, premiered its second season
on HBO Max in April 2025, spurring a 6% and 40% increase
in DAUs and downloads, respectively. While Fallout’s historic
gains in app revenue and games sold were likely driven
by the FTP nature of its mobile title and the uniqueness of
the show’s story from the game, results for The Last of Us
hinged on bringing new awareness to the franchise. Despite
exhibiting an uptick in units sold for The Last of Us Part II on
console, the revenue impact is likely minimal for Naughty
Dog given pre-existing low purchase numbers. Yet the lift in
awareness from the show’s release was palpable: The Last of
Us Part I and Part II DAUs each rose +40% upon the premiere
of The Last of Us Season Two. This could contribute to greater
hype around a potential sequel to The Last of Us Part II.
Will the popularity of this growing genre continue to spur growth in both the
entertainment and gaming industries alike? Only time will tell. Sensor Tower will be
watching, so stick with us as we monitor the latest trends across mobile, gaming, and digital.
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