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Attitudes toward Gaming - US - June 2015

The video game market is poised for impressive growth as the younger generations become adults and gain increased spending power. The major challenge for many gaming brands moving forward will be in meeting the diverse needs of their target audiences and maintaining engagement among new and even more diverse generations of gamers.

This report looks at the following areas:

  • How consumers feel about video game journalism, advertising
  • Time spent playing video games
  • What genres gamers are playing
  • Interest in socialization and gaming
  • Willingness to spend on video games

The video game market is poised for impressive growth as the younger generations become adults and gain increased spending power. The major challenge for many gaming brands moving forward will be in meeting the diverse needs of their target audiences and maintaining engagement among new and even more diverse generations of gamers.

This report focuses on consumers’ behaviors and attitudes regarding playing video games. Video game platforms, including video game consoles, are discussed for context but are covered in greater detail in other gaming reports.

The video game market is poised for healthy growth, especially as an avid gaming population in kids and teens ages into adulthood. The gaming industry is already being pressured to cater to a vast range of interests and needs, and this pressure will grow in the coming years. Brands that reconsider traditional ideas regarding who plays games and how they play them will be in a very good position to leverage this interest while continuing to engage their existing audiences.

 

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • How consumers feel about video game journalism, advertising
            • Figure 1: Correspondence analysis – Opinions regarding video game reviews, advertising and branded blogs, February 2015
          • Time spent playing video games
            • Figure 2: Time spent playing video games, February 2015
          • What genres gamers are playing
            • Figure 3: Video game genres played, February 2015
          • Interest in socialization and gaming
            • Figure 4: Opinions regarding gaming – Any agree, by age, February 2015
          • Willingness to spend on video games
            • Figure 5: Willingness to spend on video games, February 2015
          • The opportunities
            • Build on branded trust through varied content
              • Give players control over their gaming experiences
                • Pricing strategies must evolve with monetization models
                  • Figure 6: Opinions regarding video game purchasing, by age, February 2015
                • Engage the social gamer
                  • Figure 7: Cluster analysis groups, by willingness to spend on video games (median)
                • What it means
                • The Market – What You Need to Know

                  • Gaming is nearly universal among kids and teens
                    • Harassment in video games enters public focus
                      • The impact of professional video gaming
                      • Market Factors

                        • Majority of kids, teens play video games
                          • Gamergate brings harassment into focus
                            • Professional gaming to increase in diversity, viewership
                            • Key Players – What You Need to Know

                              • Mobile gaming gains industry and consumer attention
                                • What consoles can still learn from computer gaming: Third-party mods
                                • What’s Working?

                                  • Traditional brands are getting involved in mobile gaming
                                  • What’s Struggling?

                                    • Subscription-based MMOGs lose traction
                                    • What’s Next?

                                      • The rise of procedural generation and open worlds
                                        • Third-party modifications to come to consoles
                                        • The Consumer – What You Need to Know

                                          • Most consumers play video games
                                            • Gamers interested in a range of genres
                                              • Consumers and identifying as gamers
                                              • Platforms Used to Play Video Games

                                                • Two-thirds of consumers play video games
                                                  • Figure 8: Platforms used to play video games, February 2015
                                                • Households with children more likely to play video games
                                                  • Figure 9: Platforms used to play video games, by presence of children under 18 in household, February 2015
                                              • Time Spent Playing Video Games

                                                • Gamers play an average of 4.6 hours per week
                                                  • Figure 10: Time spent playing video games, February 2015
                                                • The value of gamers’ time
                                                  • Figure 11: Time spent playing video games (mean, excluding I’m not sure), by age, February 2015
                                              • Video Game Purchasing and Spending Trends

                                                • A minority of gamers will spend more than $60 in a month
                                                  • Figure 12: Willingness to spend on video games, February 2015
                                                • Median spending rises among the most frequent players
                                                  • Figure 13: Willingness to spend on video games (median), by time spent playing video games, February 2015
                                                • Consumers prefer buying physical copies of their games
                                                  • Figure 14: Opinions regarding video game purchasing, by time spent playing video games, February 2015
                                                • Consumer demand for video game subscription services
                                                  • Figure 15: Opinions regarding video game purchasing, by age, February 2015
                                              • Video Game Genres Played

                                                • Consumers’ preferred video game genres
                                                  • Figure 16: Video game genres played, February 2015
                                                • Opportunity: Engage new audiences through familiar gaming genres
                                                    • Figure 17: Video game genres played, by gender and age, February 2015
                                                • Consumers’ Opinions Regarding Gaming

                                                  • Not all consumers who play video games consider themselves gamers
                                                      • Figure 18: Identification as a gamer, by gender and age, February 2015
                                                    • The majority of consumers are receptive to ad-supported games
                                                        • Figure 19: Opinions regarding gaming – Any agree, by time spent playing video games, February 2015
                                                      • Significant concern over graphic content
                                                          • Figure 20: Opinions regarding gaming – Any agree, by age and gender, February 2015
                                                        • Most gamers want a challenge
                                                            • Figure 21: Opinions regarding gaming – Any agree, by video game genres played, February 2015
                                                          • Consumer interest in the social aspects of playing video games
                                                              • Figure 22: Opinions regarding gaming – Any agree, by age, February 2015
                                                          • Kids and Video Games

                                                            • The majority of kids play video games
                                                              • Figure 23: Incidence of playing video games – Kids, by age, November 2013-December 2014
                                                            • What types of video games are kids playing?
                                                              • Figure 24: Video game genres played – Kids, by age and gender, November 2013 – December 2014
                                                            • Kids and social gaming
                                                              • Figure 25: Who kids play video games with, by age, November 2013-December 2014
                                                            • Role of video games in kids’ lives
                                                              • Figure 26: Opinions regarding video games – Kids – Any agree, by race, November 2013-December 2014
                                                          • Teens and Video Games

                                                            • Incidence of playing video games and gamer identity among teens
                                                              • Figure 27: Incidence of playing video games – Teens, by gender and age, November 2013-December 2014
                                                            • Many gameplay tendencies persist between children and teens
                                                              • Figure 28: Video game genres played – Teens, by gender and age, November 2013-December 2014
                                                            • Role of video games in teens’ lives
                                                              • Figure 29: Opinions regarding video games – Teens, by race, November 2013-December 2014
                                                          • Correspondence Analysis

                                                            • Consumers trust video game journalism
                                                              • Figure 30: Correspondence analysis – Opinions regarding video game reviews, advertising and branded blogs, February 2015
                                                              • Figure 31: Opinions regarding video game reviews, advertising and branded blogs, February 2015
                                                          • Repertoire Analysis of Video Game Genres Played

                                                            • A small share of gamers focus on a single genre
                                                              • Figure 32: Repertoire of video game genres played, February 2015
                                                            • The majority of frequent gamers play five or more genres
                                                              • Figure 33: Repertoire of video game genres played, by time spent playing video games, February 2015
                                                          • Cluster Analysis

                                                              • Figure 34: Target groups, February 2015
                                                            • Infrequent Players
                                                              • Engaged and Social
                                                                • Challenge Seekers
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Consumer qualitative research
                                                                        • Correspondence analysis methodology
                                                                          • Cluster methodology
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                                • Terms
                                                                                • Appendix – Consumer

                                                                                  • Incidence of kids playing video games
                                                                                    • Figure 35: Video games owned or played – Kids, November 2013-December 2014
                                                                                  • Video game genres played by kids
                                                                                    • Figure 36: Video game genres played – Kids, by demographics, part 1, November 2013- December 2014
                                                                                    • Figure 37: Video game genres played – Kids, by demographics, part 2, November 2013-December 2014
                                                                                    • Figure 38: Video game genres played – Kids, by demographics, part 3, November 2013-December 2014 (continued)
                                                                                  • Time spent playing video games – Kids
                                                                                    • Figure 39: Time spent playing video games – Kids, by demographics, November 2013-December 2014
                                                                                  • Who kids play video games with
                                                                                    • Figure 40: Who kids play video games with, by demographics, November 2013-December 2014
                                                                                    • Figure 41: Who kids play video games with, by demographics, November 2013-December 2014
                                                                                  • General opinions about video games – Kids
                                                                                    • Figure 42: Kids’ opinions about video games, by demographics, November 2013-December 2014
                                                                                  • Incidence of teens playing video games
                                                                                    • Figure 43: incidence of playing video games – Teens, by demographics, November 2013-December 2014
                                                                                  • Time spent playing video games – Teens
                                                                                    • Figure 44: Time spent playing video games – Teens, by demographics, November 2013-December 2014
                                                                                  • Video game genres played by teens
                                                                                    • Figure 45: Video game genres played – Teens, by demographics, part 1, November 2013-December 2014
                                                                                    • Figure 46: Video game genres played – Teens, by demographics, part 2, November 2013-December 2014
                                                                                  • General opinions regarding video games – Teens
                                                                                    • Figure 47: Teens’ opinions regarding video games, by demographics, part 1, November 2013-December 2014
                                                                                    • Figure 48: Teens’ opinions regarding video games, by demographics, part 2, November 2013-December 2014
                                                                                  • Time spent playing video games – Adults
                                                                                    • Figure 49: Time spent playing video games – Adults, by demographics, November 2013-December 2014

                                                                                Companies Covered

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                                                                                Attitudes toward Gaming - US - June 2015

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