GAMER PROFILES

8 Mar

Last week, we spoke about in-game advertising having a big boom this year. If that piqued your interest, and gaming isn’t a digital market you usually pair your brand with, then you’ll be pleased, because today we’re delving into the gaming audience.

just who are the gamers behind the screen receiving adverts?

Data from NewZoo reveals that in 2022, there were 39.1 million people who played games. This makes the UK the 18th ranking country of gamers in the world.

Consumer Insights – Games & Esports 2022, reported that nearly three quarters of Brits are game enthusiasts. Let’s break this down further and ask: how exactly do we engage with games?

71% of us play
6% create content surrounding games.
36% view games being played.
25% other gaming engagement, such as talking about games on online forums, going to gaming conventions or listening to gaming podcasts.

The takeaway from these insights is that to be a game enthusiast you don’t have to just be playing. You could be watching live streams, or youtubers- who often have brands sponsor their content, or even chatting about a game on a platform such as Reddit (which you can advertise on). Again, this just goes to show the gaming audience is out there and ripe for the picking.

Over a third of the U.K. online population view gaming video content (36%), with 15% of these people watching esports content- meaning that this audience are probably interested in real life sports, and sporting brands too.

A very similar share only play video games and don’t view gaming video content (36%) to those who play and view (35%). On the other hand, just viewing gaming video content is not common (1%) in this market.

While all Newzoo gaming personas are represented, Time Fillers (people who game to fill time) stand out as the most common persona followed by Mainstream Gamers. Being the most common persona, Time Fillers are more casually engaged with playing and less interested in viewing, while Mainstream Gamers spend a significant amount of time playing and viewing gaming video content alike.

Mobile is also the top format in the UK to be used for games, followed by console and then PC. Lastly, there is a huge variation of age range that identify as game enthusiasts according to NewZoo with 23% being aged 10-20, 33% aged 21-35, 28% 36-50, and 16% 51-65.

There you have it; a cohesive look at just who these people are, and how they’re consuming their gaming content. Interested in finding out more? you can get in touch with us today to come up with a strategy for your next digital campaign.