The WE KNOW Gamers research study conducted by global brand experience agency, Momentum Worldwide, has uncovered new information on the media consumption habits and behaviors of gamers. The WE KNOW Gamers global study of 2600 people revealed that a majority of gamers believe watching and playing video games will overtake the viewing and playing of traditional sports by 2022.
Other key findings include a majority of respondents saying gaming will always be a part of their life that they use gaming as a way to connect with people, and they watch less traditional TV due to more time spent watching others play video games. It also revealed that the games industry is still a relatively underused way of reaching a large number of ad-receptive consumers. A majority of gamers polled said they approve of branded content whilst playing a game and believe sponsorships are beneficial to the gaming industry.
According to the study, gaming is now mainstream, with 75% of respondents saying gaming will always be a part of their life. Also, more than half (58%) believe competitive gaming (esports) should be an official sport and almost as many (53%) believe people will spend more time watching and playing games than watching and playing traditional sports in the next 5 years. On the other hand, 35% respondents claim to play more as they get older and 28% say they would rather be the top player of their favorite game over being a movie star (22%), athlete (18%), or music star (15%).
Gamers are social and equate gaming with spending quality time with friends and loved ones, with 59% using gaming as a way to connect with others and say gaming has improved their quality of life.
Gamers are influential, especially in the buying decisions of friends, 53% saying friends often ask for their advice before buying technology and 50% that they are the first point of contact for friends who want advice on whether or not to buy a new tech product.
Despite its obvious popularity and a global industry estimated to be worth $99.6 billion, gaming has not yet received the same level of attention as other forms of entertainment such as football, which surpasses gaming’s popularity by only 5%.
Luke D’Arcy, Momentum Worldwide UK President:
These results show there is real opportunity in the business of gaming. The industry is huge and should be treated with the same respect as you would a top league football game. Whether it’s a live event or an online gaming forum, the experience should be the most important thing. Gaming is going to overtake main stream sports in a few years and brands need to be ready to become a part of that.
As part of the study, Momentum was provided access to Twitch’s Research Power Group in order to ensure the survey participants were active in the gaming scene.
Gaming has become one of the nation’s most popular pursuits, and brands should consider that this is where their customers spend a lot of their time (…) The findings show there are real opportunities for businesses to engage meaningfully with their customers if they become part of the experience, through online content or live gaming events.
VP/Commercial director of esports sponsorship sales Twitch