Captivating a Multicultural and Impactful Audience: Insights from the 4As

By Andrea Fahmy, Associate Director, Research, Activision Blizzard Media

The gaming landscape today is a far cry from being a mere “niche” pastime. With millions of players worldwide engaging with gaming on a consistent basis, the widespread acceptance of gaming has broadened what it means to be a “gamer” far beyond the conventional image that many still cling to.

Nevertheless, despite gaming’s mainstream acceptance, the determination of who can be classified as a “gamer” remains a complex matter. For brands and advertisers, grasping this shifting identity is essential to unlocking the immense potential of gaming as a channel for advertising.

The Transformation of the Gamer Identity

The term “gamer” has historically been burdened with stereotypes, often depicting young males who are preoccupied with video games. These outdated views were established during the formative years of gaming, especially throughout the 1980s and 1990s, when video games were introduced to a wider audience. At that time, gaming was predominantly marketed to young males, and the resulting stereotypes became ingrained.

However, the gaming environment has significantly evolved since those early times. Presently, the global gaming audience is nearly evenly divided between men and women, with the average gamer being 36 years old (GlobalWebIndex, GWI Gaming, Q2 2022 – Q4 2023). The surge of mobile gaming, where 87% of the gaming population in the US and UK play via a smartphone or tablet, along with the increasing popularity of casual games such as puzzles (60% engagement rate among gamers) has further diversified the demographic of gamers. In fact, 86% of all players participate in mobile gaming at least once per week, showcasing mobile’s role as a cohesive platform across various types of gamers (Activision Blizzard Media, The Many Ways We Play, 2024).

Despite this extensive engagement, the term “gamer” continues to be influenced by its historical implications. This gap between perception and reality presents a significant opportunity for brands to enhance their strategies and connect more effectively with today’s varied gaming audience.

Dissecting the Gamer Stereotype

Recent findings from Activision Blizzard Media demonstrate that even though gaming has entered the mainstream, fewer than half (42%) of individuals who play video games refer to themselves as “gamers.” This discrepancy highlights a pressing challenge for advertisers: numerous individuals who engage with video games do not see themselves fitting into the traditional “gamer” persona. This is particularly true for those who favor casual games, typically on mobile devices, who may not align with the outdated standards of what defines a “gamer.” This insight corresponds with a recent study indicating that mobile-focused gamers, such as “The Late Adopters” and “The Casual Connectors,” tend to shy away from identifying as gamers despite engaging in high volumes of gameplay on mobile (The Many Ways We Play, 2024).

Traditionally, the designation “gamer” has been associated with ideas of commitment and intensity, often reserved for those deeply entrenched in gaming culture. Labels such as “hardcore” and “casual” gamer have fragmented the gaming community, with the former group often perceived as the “real” gamers—those who devote considerable time, resources, and emotional investment into gaming. Conversely, “casual” gamers, who may primarily play mobile or puzzles, are sometimes viewed as less serious, even though they represent a substantial portion of the gaming population.

Players are increasingly acknowledging the cognitive advantages of gaming, with 72% agreeing that video games stimulate the mind, enhance focus, or assist in honing problem-solving abilities. These stark contrasts in perception emphasize the necessity for brands to close the gap in understanding between gamers and non-gamers.

The Contemporary Gamer: A Multifaceted and Diverse Audience

The reality is that today’s gamers embody remarkable diversity, encompassing various ages, genders, and gaming tastes. While some may still adhere to the “hardcore” gamer stereotype, many others do not fit this mold. Our research indicates that gamers identify along a continuum, with different levels of identification influenced by variables such as gaming time, game variety, and platform usage.

Notably, the employment of gaming-specific terminology—slang and jargon—is among the most telling signs of whether an individual identifies as a “gamer.” Those who frequently utilize gaming language and participate in gaming communities are more likely to strongly associate themselves with the “gamer” label. This highlights the significance of social and cultural connections within the gaming realm, where language serves as a symbol of identity.

This diversity within the gaming audience offers a distinctive opportunity for brands. Rather than focusing solely on the clichéd “gamer,” advertisers should acknowledge the broader range of gaming identities. In doing so, they can tap into a vast and engaged demographic that might not traditionally be recognized as part of the “gamer” community, yet remains equally valuable.

Why Brands Should Invest in Gaming

Understanding the intricate identity of gamers is not merely an academic pursuit; it holds significant implications for how brands ought to engage with gaming as a medium for advertising. The varied nature of the gaming audience means that there are multiple avenues for brands to connect with consumers meaningfully. Whether through in-game marketing, sponsorships, or developing content that resonates with distinct segments of the gaming populace, the opportunities are immense.

For instance, the premium mobile gaming sector provides a noteworthy opportunity for brands. 73% of players perceive mobile games as high quality, a sentiment that reflects a growing appreciation for mobile gaming as a premium offering (Premium by Design, 2023).

With an anticipated 2.85 billion individuals playing mobile games across the globe in 2024 (Newzoo Global Games Market Report, 2024), brands can engage with a broad and diverse audience prepared for expansion. Candy Crush Saga’s US players alone average 4.61 game sessions daily, each lasting over 10 minutes, showcasing mobile gaming’s potential as a highly engaging platform for brands (Data.AI (formerly known as AppAnnie), Base = Google Playstore Players, US, October 2024).

As gaming continues to broaden, the distinction between gamers and non-gamers will likely become even more hazy. Brands that comprehend and embrace this transition will be better suited to connect with an audience that is not only substantial but also deeply engaged. Gaming presents a rare combination of scale and engagement that is challenging to replicate in other media channels.

Welcoming the Future of Gaming

The identity of a gamer is no longer restricted to the outdated stereotypes of yesteryears. As gaming continues to advance and broaden, so too does the definition of what it means to be a gamer. For brands, this evolution offers a prime opportunity. By understanding and appreciating the diversity within the gaming audience, advertisers can develop more impactful campaigns that resonate with a wider array of consumers.

In a timeframe where gaming is swiftly becoming one of the foremost forms of entertainment, brands that prioritize comprehending this domain will not only stay ahead but will also unveil new paths for growth and engagement. Gaming provides a unique blend of scale and interaction that is difficult to match in other media channels, especially considering that mobile gaming acts as a primary entry point for players globally. The horizon of gaming is bright, and the brands that recognize its potential will be the ones to flourish.