66% of Germans play video games, highlighting just how big gaming has become. While it remains true that young men remain the most avid gamers, with men aged 25-34 particularly likely to own consoles and describe gaming as a core part of their identity, the appeal of gaming goes far beyond that. Mobile gaming in particular has broken down barriers to new gamers, with even 47% of women over 65 having played some kind of video game in the three months to September 2024.
While the gaming market has grown significantly in recent years and has opened up to whole new audiences through mobile gaming, significant challenges remain. As the cost of producing a game has increased, and the number of games available has created an incredibly competitive market, so consumers have become cautious about prices. 61% of gamers think new games are too expensive, creating opportunities to ease the burden through subscriptions, in-game purchases and brand sponsorships.
The gaming community is varied and deeply committed, with almost a quarter of 16-34s gaming to socialise. For brands, there is a real opportunity to play within these social spaces. This can either be done digitally, by adding mods or introducing spaces into games themselves, or in adjacent physical spaces, such as esports or games awards events.
66% of Germans play video games, with smartphone gaming dominating this space. The popularity of gaming in Germany presents major opportunities for brands seeking to reach well beyond the stereotypical young male gamer.
Thomas Slide, Category Director
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