In the dynamic world of gaming, Canada’s industry is set to flourish remarkably in 2025. Despite facing economic hurdles like inflation and US tariffs, the sector substantially contributes to the GDP and is on a trajectory to expand from $11.69 billion in 2024 to $20.27 billion by 2030. The mobile gaming sector is the frontrunner in this growth, heavily influenced by platforms such as YouTube, Twitch and TikTok that are reshaping consumer trends. The Canadian gaming audience is diverse, with notable participation from Black, Chinese and South Asian communities, and social media emerges as a key player, with 74% of gamers engaging with online content.
The report emphasizes the pivotal role of gaming influencers and streamers in shaping the industry. These content creators are trusted more than traditional media, especially among younger audiences who are more receptive to advertising and promotional content. Gaming influencers significantly sway purchasing decisions, particularly among younger demographics and diverse groups. Brands are thus encouraged to align with influencers who resonate with their values, focusing on inclusivity and social causes.
Innovative marketing strategies such as AI-driven influencers and immersive ads via platforms like Roblox are highlighted as integral to reaching engaged audiences. Moreover, the rise of live streaming as a marketing tool and the influence of social media on video game sales underscore the growing importance of digital landscapes in marketing. The report concludes by underlining the importance for influencers to adapt and leverage search engine optimization (SEO) and social media to connect with Canada’s varied gaming population effectively.
This report looks at the following areas:
- Video gaming activity (eg platforms played, frequency, brands used)
- Social media platforms used to watch video game content
- Type of gaming content consumed and other content preferences
- Products purchased due to gaming influencer promotions
- Reasons why someone might unsubscribe from a gaming content creator
- Engagement with social media content algorithms
Canada’s gaming landscape is revolutionized as influencers and streamers fuel industry growth, reshaping the market with emerging mobile and cloud technologies
Michael Lloy, Research Analyst
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Mobile gaming and influencer partnerships
- Diverse and inclusive content strategies
- AI-driven content and personalization
-
THE MARKET
- Market context
- Canada’s gaming industry thrives despite challenges, fueled by streamers and cloud gaming
- Market drivers
- Costs remain elevated for Canadians
- Graph 1: consumer price index, 2025
- March CPI trends: lower gas and mobile costs offer savings for content creators
- Canadians are struggling to feed their families, power their vehicles and heat their homes
- Graph 2: issues that have been affecting Canadians over the past two months, 2024
- How Canada’s tech and media brands can use AI to adapt to value-driven consumers in uncertain times
- Graph 3: household saving rate, Q1 2020 – Q4 2024
- How multiculturalism is shaping the future of Canada’s gaming industry
- Graph 4: proportion of visible minority in Canada, 1981 – 2036
- Unlocking opportunities: how the game industry can engage and empower seniors
- Graph 5: population aged 0-14 and 65+, 2000-40 (projected)
-
CONSUMER INSIGHTS
- Setting the stage: gaming in 2025
- Gaming is a mainstream hobby; opportunites abound for influencers and brands in this $200 BN industry
- Content creators are adapting to the rise in popularity of mobile games
- Graph 6: gaming formats played in the past three months, 2025
- Mobile gamers flock to short-form content that consumers can access on their smartphones while playing
- Gaming’s growing diversity: opportunities for influencers and brands
- Graph 7: frequency of playing video games, 2025
- A higher proportion of traditional gamers play on mobile platforms than vice versa
- Graph 8: played video games on mobile formats in the past three months, by those who have played video games on traditional formats, 2025
- Graph 9: played video games on traditional formats in the past three months, by those who have played video games on mobile formats, 2025
- Leveraging multi-platform IPs: how gaming brands and influencers can bridge console and mobile gaming
- Gaming consoles in Canada: opportunities for influencers across PlayStation, Xbox, Nintendo and Steam Deck
- Graph 10: console brands played video games on in the past three months, 2025
- Likely due to multiplayer, a higher percentage of Xbox players have played PlayStation in the past three months than vice versa
- Graph 11: console brands played video games on in the past three months, by console brands played video games on in the past three months, 2025
- Gaming trends across generations: opportunities for influencers and brands
- Graph 12: gaming formats played in the past three months, by age, 2025
- Leveraging mobile engagement to reach consumers aged 55+
- Graph 13: played video games on a tablet in the past three months, by age and gender, 2025
- Graph 14: played video games on a mobile phone in the past three months, by age and gender, 2025
- Men, in general, were more likely to play on traditional platforms
- Graph 15: played video games on laptop/PC in the past three months, by age and gender, 2025
- Graph 16: played video games on a static console in the past three months, by age and gender, 2025
- Inclusivity in handheld gaming: engaging a growing audience of women 18-34
- Graph 17: played video games on a handheld console in the past three months, by age and gender, 2025
- Gaming breaks stereotypes: how brands and influencers can tap into a diverse, growing audience
- Graph 18: play video games daily, by age and gender, 2025
- Diversity beyond gender: how brands and influencers can connect with Black, Chinese and South Asian Audiences
- Graph 19: gaming formats played in the past three months, by race, 2025
- Social media channel usage
- Three quarters of gamers watch video game content on social media
- YouTube is, by far and away, the top platform consumers go to for gaming content
- Graph 20: platforms used to watch video game content, 2025
- Other social media platforms are evolving to capture the gaming audience and compete with YouTube
- Nearly all younger male gamers watch gaming content
- Graph 21: “I don’t watch video game content,” by age and gender, 2025
- While nearly all gaming content consumption declines with age, various platforms have distinct gender differences
- Graph 22: platforms used to watch gaming content, by gender, 2025
- Black and South Asian consumers are highly engaged with gaming content
- Graph 23: platforms used to watch gaming content, Black and South Asian gamers vs overall, 2025
- Younger men don’t feel that short-form content is good for gaming content
- Graph 24: short form content isn’t good for video game content (% agree), by age and gender, 2025
- Solidifying engagement strategies: content consumption habits are unlikely to change
- Graph 25: my social media content viewing habits haven’t changed much over the past five years (% agree), by age and gender, 2025
- Gaming content topic preferences
- Reviews, walkthroughs, gaming news and challenges are the most popular gaming content categories
- Graph 26: types of gaming content typically watched, 2025
- Consumers are less interested in consuming product unboxings, lore videos and influencer livestreams/live-chats
- When asked directly, consumers reported being more partial to pre-recorded over live content
- Graph 27: watching preference for video game content, by age, 2025
- Nearly two-thirds of consumers don’t see the appeal of watching someone else play video games
- Graph 28: “I don’t understand why someone would rather watch video game content on social media than play the video games themselves” (% agree), by age and gender, 2025
- Among those that do watch gameplay online, six-in-ten prefer watch more content of games they already play
- Graph 29: types of gaming content watched, 2025
- Interest in reviews spans age and gender, making it safer content to make and market on due to wider engagement and reach
- Graph 30: types of gaming content typically watched, by age, 2025
- Tailoring content strategies for diverse gaming communities: insights into Black and South Asian gamers
- Graph 31: types of gaming content typically consumed (select), Black and South Asian gamers vs overall, 2025
- Consumers are opening up to the idea of consuming AI content on social media
- Graph 32: AI content can be just as interesting as human-made content (% agree), by age and gender, 2025
- Gaming content creation: personalities and subscriptions
- Older consumers are more likely to look for information via gaming content, while younger consumers are looking for entertainment
- Graph 33: follow creators for content versus personality, by age, 2025
- Younger women are more likely to follow individuals on social media over curated content groups
- Graph 34: “I prefer to follow individuals on social media”, by age and gender, 2025
- Subscriptions, as a metric, may matter less than one might think
- Graph 35: watching subscription versus algorithm-curated content, by age, 2025
- Only about one-third of consumers support the influencers they follow monetarily
- Graph 36: “I have financially supported the social media personalities I follow” (% agree), by age and gender, 2025
- Consumers still want a human element to their personalities, but younger men are significantly more open to AI
- Graph 37: “I would follow an entirely AI-based social media personality” (% agree), by age and gender, 2025
- Black and South Asian consumers are significantly more interested in AI personalities and content
- Graph 38: “I would follow an entirely AI-based social media personality” (% agree), by race, 2025
- Thought leadership in the gaming space is no longer driven by traditional gaming media
- Graph 39: “I value the opinions of gaming influencers over traditional digital publications” (% agree), by age, 2025
- Gaming content creators: controversy and clicks
- There is a wide swathe of negative behaviours that can turn an audience off of a content creator or influencer
- Graph 40: content creator behaviours that could cause disengagement, 2025
- Older consumers are more likely to find issues with influencers and streamers
- Graph 41: content creator behaviours that could cause disengagement, by age, 2025
- Women avoid negativity, along with provocative and offensive content
- Graph 42: content creator behaviours that could cause disengagement (select), by gender, 2025
- In fact, women aged 35-54 are more likely to appreciate gaming content creators taking a moral stand on popular social issues
- Graph 43: “I enjoy when gaming content creators take a stand on social issues” (% agree), by age and gender, 2025
- Conversely, younger men actively enjoy controversial gaming content
- Graph 44: “I enjoy watching controversial video game content creators on social media” (% agree), by age and gender 2025
- Black and South Asian gamers actively enjoy controversial gaming content
- Graph 45: “I enjoy watching controversial video game content creators on social media” (% agree), Black and South Asian gamers vs overall, 2025
- Black and South Asian consumers also enjoy when gaming creators take stands on social issues
- Graph 46: “I enjoy when gaming content creators take a stand on social issues” (% agree), by race, 2025
- South Asian gamers want more audience interaction
- Graph 47: lack of audience interaction as a reason to consider unsubscribing, South Asian vs overall, 2025
- Brands should simply let streaming be free marketing for their games – trying to put the genie back in the bottle can harm brand rep
- Graph 48: game companies shouldn’t be allowed to issue copyright takedown notices to stop content creators from streaming their games (% agree), by age, 2025
- Marketing and advertisement in the gaming space
- Ads and ad-reads are generally safe for influencers to do without driving off their audience
- Gaming content influencers have the power to drive sales
- Influencers can also be great marketing tools for games themselves
- The top ads seen on gaming content are, unsurprisingly, gaming-related
- Graph 49: ads seen from a gaming influencer or streamer in the past 12 months, 2025
- Specific games and consumables see some of the highest conversion rates
- Graph 50: influencer ad conversion rate, 2025
- Younger consumers are more likely to be, well, influenced by gaming influencers to purchase products
- Graph 51: “I have bought this because of a gaming influencer ad/endorsement,” by age, 2025
- The power of influencer marketing: unlocking opportunities with Black gamers and South Asian consumers
- Graph 52: “I have bought this because of a gaming influencer ad/endorsement,” by race, 2025
-
COMPETITIVE STRATEGIES
- Launch activity and innovation
- AvatarOS allows brands and creators to utilize AI-driven virtual influencers
- Roblox introduces video ads: balancing innovation, engagement and ethical concerns in gaming
- Simon Fraser University launches Canada’s first university VTubers
- Patreon is getting live streaming – competing directly with Twitch
- OverActive media global esports expansion
- Rockstar’s shift to UGC for GTA VI
- Marketing and advertising
- Keyword and SEO are incredibly important for gaming streamers and influencers; presence on networking sites equally important
- Graph 53: daily social media usage, by platform, 2025
- How gaming influencers can use social media to grow their audience in Canada
- Graph 54: daily social media usage, by age, 2025
- Ubisoft’s TikTok presence elevates its brand awareness and engagement with younger consumers
- Influencer partnerships and hopping onto niche interests and trends – like ASMR – can be a good way to generate social engagement
- How social media shapes video game sales: the good, the bad and the viral
-
APPENDIX
- Consumer research methodology
- Generations
- Abbreviations and terms
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact usTrusted by global industry leaders
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact us
