The many ways we play: A new view of game players

Why this guide?

Gaming audiences hold a significant influence in the global economy, accounting for over $184B annually (Newzoo, Global Games Market Report, 2023). The industry is characterized by its diversity, both in terms of the games it offers and the audience it attracts. To gain a deeper understanding of today's gaming audiences, our team conducted a survey of 10,202 players. 

This comprehensive survey led to the identification of six distinct gaming audience segments, namely mobile-centric players and multiplatform players. The study provides an in-depth understanding of players' gameplay frequency, years of gaming experience, preferred platforms and genres, self-identity, motivations, and the emotions elicited by gaming.

This report, "The Many Ways We Play: A New View of Game Players," gives insights into the gaming audience's diverse segments and their unique attitudes toward advertising. It offers a new perspective on how to approach groups for more effective and inclusive strategies, transforming the generic approach into a tailored ad strategy.

What you’ll learn:

• The six distinct player segments shaping the modern gaming landscape
• How player motivations, habits, and platforms influence engagement
• The role of gaming in connection, relaxation, and entertainment
• What these insights mean for crafting more effective advertising strategies