Marketers were expected to drop about $1.86 billion on games, contests and sweepstakes last year, compared to $1.80 billion in 2005, according to Veronis Suhler.
The third screen is the new playing field, as more marketers go mobile with games.
Sweepstakes and contests calling for user-generated content are still in demand.
The more ways a consumer has to enter a contest, the higher the response.
In our latest Marketers on Fire LinkedIn Live, Anywhere Real Estate CMO Esther-Mireya Tejeda discusses consumer targeting strategies, the evolution of the CMO role and advice for aspiring C-suite marketers.