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Attitudes toward Gaming - US - June 2018

"While video games may serve the simple purpose of casual entertainment for most, a smaller share of dedicated gamers care a great deal about what they play. The casual nature of mobile gaming can appeal to a wider net of people, but console and computer gamers will drive trends and advancements in the coming years. People are gaming on new devices and looking at video games in a more interactive way than ever before."
- John Poelking, Leisure & Media Analyst

This Report looks at the following areas:

  • Little variety in devices
  • Difficult to launch new ideas 
  • Casual gaming lacks dedication 
  • Expanding on traditional ads

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Video game devices played, March 2018
        • The issues
          • Little variety in devices
            • Figure 2: Number of video game devices played, March 2018
          • Difficult to launch new ideas
            • Figure 3: Path to purchase, March 2018
          • Casual gaming lacks dedication
            • Figure 4: Attitudes toward gaming dedication, March 2018
          • Expanding on traditional ads
            • Figure 5: Attitudes toward advertising in games, March 2018
          • The opportunities
            • Not all platforms are the same
              • Figure 6: Perceptions of gaming platforms – Correspondence analysis, March 2018
            • The potential for eSports
              • Figure 7: Attitudes toward eSports, March 2018
            • Expanding mobile capabilities
              • Figure 8: Smartphone and tablet ownership, 2015 vs 2017
            • Growth to come from key demos
              • Figure 9: Profile of dedicated gaming console gamer, March 2018
            • What it means
            • The Market – What You Need to Know

              • Opportunities for growth in population
                • Gaming faces stiff competition from other leisure activities
                • Market Factors

                  • Young adults taking control of gaming
                    • Figure 10: Population by age, 2018-23
                  • Share of households with children shrinking
                    • Figure 11: Share of households, by presence of related children, 2007-17
                  • Device ownership a boost for mobile gaming
                    • Figure 12: Smartphone and tablet ownership, 2015 vs 2017
                  • Healthy outlook gives way to increasing spending for some
                    • Figure 13: Current financial situation, by age, February 2018
                • Market Perspective

                  • Digital activities dominated by shopping, video content
                    • Streaming media dominating at-home entertainment
                      • Teen market boosting gaming potential
                        • Having fun out-of-home
                          • Figure 14: Where extra money is spent, November 2017
                      • Key Players – What You Need to Know

                        • Developers show range
                          • From fringe to mainstream appeal
                            • Exploitation hurts reputations
                              • Opportunities to expand in existing channels
                              • Video Game Developers Overview

                                  • Nintendo Co., Ltd.
                                    • Rockstar Games, Inc.
                                      • Electronic Arts, Inc.
                                        • Activision Blizzard, Inc.
                                          • Valve Corporation
                                          • What’s Working?

                                            • Watching others play
                                              • The (sub)cultural impact of eSports
                                                • Professional streamers getting noticed
                                                  • Staying engaged with gamers
                                                    • Consumer data helping with development
                                                      • Keeping gamers informed
                                                        • Nintendo Switch takes off
                                                          • Specializing the console experience
                                                          • What’s Struggling?

                                                            • Harassment, inclusion in gaming highlight gender gap
                                                              • Backlash for “pay to win” gaming
                                                                • Privacy breaches could concern gamers
                                                                • What’s Next?

                                                                  • Push for streaming services
                                                                    • AR, VR still trying to break through
                                                                      • Competitive gaming expanding
                                                                        • Going mobile
                                                                          • Dedicating spaces
                                                                            • Indie games flood the market
                                                                              • The impact of blockchain
                                                                                • Expanding mobile capabilities
                                                                                • The Consumer – What You Need to Know

                                                                                  • Casual gaming common
                                                                                    • Competition takes the backseat to relaxation
                                                                                      • Gaming platforms perceived differently
                                                                                        • Gamers gravitate toward the familiar
                                                                                          • Repetition creates some barriers
                                                                                            • eSports on the brink of mainstream
                                                                                              • Avoiding the pitfalls of gaming
                                                                                                • Tough to reach gamers through traditional ads
                                                                                                • Video Game Devices

                                                                                                  • Key opportunity
                                                                                                    • Device usage highlights less dedicated gaming
                                                                                                        • Figure 15: Video game devices played, March 2018
                                                                                                      • Only playing on a few devices
                                                                                                        • Figure 16: Number of video game devices played, March 2018
                                                                                                      • Demographic profiles of different gamers
                                                                                                        • Mobile gamers
                                                                                                          • Figure 17: Profile of mobile device gamer, March 2018
                                                                                                        • Computer gamers
                                                                                                          • Figure 18: Profile of computer gamer, March 2018
                                                                                                        • Dedicated console gamers
                                                                                                          • Figure 19: Profile of dedicated gaming console gamer, March 2018
                                                                                                      • Reasons for Gaming

                                                                                                        • Key opportunity
                                                                                                          • Chilling more important than thrilling
                                                                                                            • Figure 20: Reasons for gaming, March 2018
                                                                                                          • Gaming priorities shift with age
                                                                                                            • Figure 21: Reasons for gaming – Select items, by age, March 2018
                                                                                                          • Single gamers seek escape
                                                                                                            • Figure 22: Reasons for gaming – Select items, by marital status, March 2018
                                                                                                        • Perceptions of Gaming Platforms

                                                                                                          • Key opportunity
                                                                                                            • Positive sentiments overall drive enjoyment
                                                                                                              • Figure 23: Perceptions of gaming platforms – Any platform, March 2018
                                                                                                            • Different attitudes for different platforms
                                                                                                              • Mobile gaming
                                                                                                                • Computer gaming
                                                                                                                  • Xbox and PlayStation
                                                                                                                    • Nintendo and handheld consoles
                                                                                                                      • Figure 24: Perceptions of gaming platforms – Correspondence analysis, March 2018
                                                                                                                  • Path to Purchase

                                                                                                                    • Key opportunity
                                                                                                                      • Familiarity drives interest
                                                                                                                        • Figure 25: Path to purchase, March 2018
                                                                                                                      • Knowing more is always better for parents
                                                                                                                        • Figure 26: Path to purchase – Select items, by parental status, March 2018
                                                                                                                    • Video Game Behaviors

                                                                                                                      • Key opportunity
                                                                                                                        • One game can be a long-term focus
                                                                                                                          • Figure 27: Video game behaviors, March 2018
                                                                                                                        • Black, Hispanic gamers involved for more time
                                                                                                                          • Figure 28: Video game behaviors – Select items, by race and Hispanic origin March 2018
                                                                                                                      • The eSports Viewer

                                                                                                                        • Key opportunity
                                                                                                                          • Hardcore gamers most likely to watch others play
                                                                                                                              • Figure 29: Profile of an eSports viewer, March 2018
                                                                                                                            • Still room to grow appreciation
                                                                                                                              • Figure 30: Attitudes toward eSports, March 2018
                                                                                                                            • Opportunity to reach Black, Hispanic gamers through eSports
                                                                                                                              • Figure 31: Attitudes toward eSports, by race and Hispanic origin, March 2018
                                                                                                                          • Gaming Dedication

                                                                                                                            • Key opportunity
                                                                                                                              • The potential for addiction may limit gameplay
                                                                                                                                • Figure 32: Attitudes toward gaming dedication, March 2018
                                                                                                                              • Parents see joys and pitfalls of gaming
                                                                                                                                • Figure 33: Attitudes toward gaming dedication, by parental status, March 2018
                                                                                                                            • Attitudes toward Advertising in Games

                                                                                                                              • Key opportunity
                                                                                                                                • Video game ads may be a distraction
                                                                                                                                  • Figure 34: Attitudes toward advertising in games, March 2018
                                                                                                                                • Where to reach the true gamers
                                                                                                                                    • Figure 35: Self-identified gamers, by social media sites visited daily, March 2018
                                                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                                                  • Data sources
                                                                                                                                    • Consumer survey data
                                                                                                                                      • Consumer qualitative research
                                                                                                                                        • Abbreviations and terms
                                                                                                                                          • Abbreviations
                                                                                                                                            • Terms
                                                                                                                                            • Appendix – Correspondence Analysis

                                                                                                                                              • Methodology
                                                                                                                                                • Figure 36: Perceptions of gaming devices, March 2018

                                                                                                                                            Attitudes toward Gaming - US - June 2018

                                                                                                                                            US $4,395.00 (Excl.Tax)