For brands, “gamers” might be thought of as anyone who plays video games. But YPulse data shows more than nine in 10 13-39-year-olds play video games, so that definition of the label could stretch too wide to mean much. That’s why it’s key to know who amongst Gen Z and Millennials actually identify themselves as being a gamer—because whether playing on a console, computer, or mobile devices, “gamers” behave differently than the general population of young players. YPulse’s Gaming report data shows there’s a disparity between those who agree with the statement “I am a gamer” and the vast majority playing games in some capacity. This isn’t to say the phrase “gamer” is uncool, although it does have a history of being associated with a certain stereotype; it’s more to show brands that gamers as a demographic are more than the casual Fortnite or Call of Duty gamer. Meaning, brands who want to connect to gaming culture need to know what being a “gamer” really means to young...
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