Gaming boomed during quarantines, and our research shows that it hasn’t slowed since. Now, the vast majority of Gen Z and Millennials are gaming in some capacity, and as they spend an increasing amount of time (and money) inside these virtual worlds, it’s vital that brands meet them there. This report dives into the state of gaming now, how games are permeating other parts of their lives, and what brands need to know about video game marketing now.
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- Gaming's increasing presence in young consumers' lives, and how much time they're spending playing games
- The rise of video games as a top form of entertainment and connection for young consumers
- How brands are reaching young consumers through games and esports platforms
North America report based on a survey of 1450 13-39-year-olds in the U.S. and Canada, fielded in October 2021. Western Europe report on a survey of 1300 13-39-year-olds in the U.K., France, Germany, Spain, and Italy, fielded in October 2021.
All surveys fielded after June 1, 2021 are expanded to a North American sample and totals now reflect the views of 13-39-year-olds in both the U.S. and Canada
Additional survey content for Pro users: young consumers’ favorite games, they genre’s of games they’re playing, the platforms they’re watching esports on the most, what gaming has influenced in their lives, and the top gaming console they plan to buy this year.
Survey content for pro users also includes data split by the following demographics: Gender, Generation, Gender & Generation, Age Groups, Academic Status, Race, BIPOC, Country, Urban/Rural Status, and Parent.