US Diversity in Gaming Consumer Report 2025
Gamers are calling for greater diversity in video games, emphasizing the importance of better racial, ethnic, and cultural representation.
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EXECUTIVE SUMMARY
- What you need to know
- Global video game market size
- Market predictions
- Diversity is best expressed in video games through characters
- Inclusive video games are in fact very much in demand
- Diversity options are much more likely to increase odds of purchase
- Of course, making a good game is ultimately the most important
- Opportunities
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Market Dynamics
- Market context
- Global game market
- Between Switch 2, tariffs and GTA 6 delays, 2025 is a rollercoaster year to anticipate
- Global video gaming revenue is forecasted for slow and steady growth of 3.1%
- Graph 1: global video game industry revenue, 2019-26
- 2.1% year-on-year growth, console declines while PC and mobile grow
- Graph 2: global video game industry revenue share (billions), by device, 2024
- Market drivers
- Xbox increasing console and game prices for the holidays
- GOP political strategy playbook presents significant challenges for the gaming industry
- Less investment, mass layoffs, and tariffs; the industry will constrict in 2025
- EA’s patent pledge strengthens its commitment to inclusivity and accessibility
- Helping to make information about accessibility features clearer to shoppers and players
- What are DEI consultants and why are they hated gamers?
- Graph 3: DEI consultants have too much input in the way modern video games are made (% agree), by age and gender, 2025
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CONSUMER INSIGHTS
- Consumer fast facts
- Defining diversity in video games
- Diversity is best expressed in video games through characters
- Graph 4: most important characteristics of a “diverse video game,” 2025
- Gaming needs to look the part as entertainment and vehicle for self-expression
- Graph 5: most important characteristics of a “diverse video game,” by gender, 2025
- Toxicity is a major barrier to inclusivity in gaming and players demand action
- Graph 6: attitudes towards toxicity in video games (% agree), by gender, 2025
- Younger players are more likely to share their voice on diversity in video games
- Graph 7: most important characteristics of a “diverse video game,” by age, 2025
- Black gamers show stronger preference for many diverse options
- Graph 8: most important characteristics of a “diverse video game,” Black and Asian gamers vs overall, 2025
- Fear of culture war only gives the jackboots more influence
- Graph 9: most important characteristics of a “diverse video game” (select), LGBTQ+ gamers vs overall, 2025
- Desired types of diversity in video games
- Inclusive video games are in fact very much in demand
- Graph 10: desired types of diversity in video games, 2025
- Aim for more than just Barbie and Ken in the looks department
- Graph 11: desired types of diversity in video games, by gender, 2025
- No product or media is entitled to an audience, it must always be earned
- Graph 12: desired types of diversity in video games, by age, 2025
- Gamers agree that the industry has made progress and should continue crafting inclusive stories and designing games that resonate
- Graph 13: attitudes towards video game marketing (% agree), by age 2025
- Naturally, incorporating representation profoundly impacts diverse audiences
- Graph 14: desired types of diversity in video games, Black and Hispanic gamers vs overall, 2025
- Players are more likely to advocate for and remain loyal to brands that they feel demonstrate respect for them.
- Graph 15: diversity may make games more appealing to wider audiences, but the game still needs to be good to get people to buy it (% agree), by race or ethnicity, 2025
- Representation matters more when it is being threatened
- Graph 16: desired types of diversity in video games, by LGBTQ+ gamers vs overall, 2025
- Reasons against diversity in video games
- If it isn’t obvious that inclusions are purposeful and honest, make the effort to speak to it in marketing material and make voices heard
- Graph 17: reasons against diversity in video games, 2025
- Gender differences are cultural and driven by generational socialization
- Graph 18: reasons against diversity in video games, by gender, 2025
- The main reasons against diversity have surprisingly little age based differences
- Graph 19: reasons against diversity in video games, by age, 2025
- Social media has value, but platforms are a stage for all opinions
- Graph 20: attitudes towards social media impact on diversity in games (% agree), by age, 2025
- Diversity impact on purchase behavior
- The go woke go broke narrative is a cudgel to brow beat compliance from the uninformed
- Graph 21: diversity impact on purchase behavior, 2025
- Character creation options allow players to fully invest themselves in games
- Graph 22: more likely to purchase video games due diversity factors, 2025
- Men are eager for gaming to treat diversity as a reality not a bonus token
- Graph 23: more likely to purchase video games due diversity factors, by gender 2025
- Diversity inclusions move the needle noticeably more for younger gamers
- Graph 24: more likely to purchase video games due diversity factors, by age, 2025
- Gaming connects players and can help bridge brands to wider communities
- Graph 25: more likely to purchase video games due diversity factors, Black and Hispanic gamers vs overall, 2025
- Supporting broader audience inclusion more impactful for LGBTQ+ community
- Graph 26: more likely to purchase video games due diversity factors, LGBTQ+ gamers vs overall, 2025
- Business values impact and preferences
- All things considered, making a good game is the most important thing
- Graph 27: I prefer games from game developers and publishers that value.., 2025
- Good values nurture employees, and good employees make better games
- Graph 28: I prefer games from game developers and publishers that value…, by age, 2025
- Build loyalty and connections by aligning company values with fan expectations
- Graph 29: I prefer games from game developers and publishers that value…, by race or ethnicity, 2025
- LGBTQ+ gamers want games from businesses that value their employees
- Graph 30: I prefer games from game developers and publishers that value…, LGBTQ+ gamers vs overall, 2025
- Gamers expect consistent and authentic values from the business they support
- Graph 31: attitudes towards corporate policies of game companies (% agree), LGBTQ+ gamers vs overall, 2025
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Xbox continues to advance accessibility with its Adaptive Joystick
- GTA is often called a “woke” cop-killer simulator by critics on social
- Drag x Drive sports inclusiveness as launch title
- Marketing and advertising
- Nintendo brings back Paul Rudd to showcase video chat and generational diversity
- Hazelight studios continues to push gaming is better with friends
- Who young people play as in toys and video game matters
- Graph 32: more likely to purchase video games based on select diversity factors, by age, 2025
- Horse girls, anime, video games, and the Kentucky Derby
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- US video game consumers
- Gaming devices usage
- Graph 33: gaming devices usage, 2025
- Console brand usage
- Graph 34: console brand usage, 2025
- Gaming frequency
- Graph 35: gaming frequency, 2025
- Mintel gamer segments – motivations
- Top reason for playing video games, aside from the entertainment value
- Graph 36: top reason for playing video games, aside from the entertainment value, 2025
- Mintel gamer segments – motivations
- Graph 37: Mintel gamer segments – motivations, 2025
- Gamer segments – Achievers and Explorers
- Gamer segments – Socializers and Competitors
- Mintel gamer segments – device and frequency
- Graph 38: Mintel gamer segments – device and frequency, 2025
Gamers are calling for greater diversity in video games, emphasizing the importance of better racial, ethnic, and cultural representation. Players are more likely to purchase games that feature character customization and diverse storylines. This demand for inclusive content presents significant opportunities for game developers and marketers to attract broader audiences and enhance player engagement.
However, economic constraints, such as tariffs and a focus on affordability, pose challenges for the industry. The US video game market faces declining consumer spending, with anticipated fluctuations due to hardware releases like the Nintendo Switch 2 and delays in major game launches.
This report looks at the following areas:
- Defining what makes a video game diverse according to different demographics
- The impact of diversity on video game purchase behavior
- Consumer attitudes towards diversity, equity, and inclusion in gaming
- Market dynamics affecting the US video game industry in 2025
- Social media’s role in shaping diversity discussions in games
- The influence of company values on consumer preferences
- The economic and political challenges facing the gaming industry
Despite what you may have heard, most adult video game players actually want authentic diversity and representation in the games they spend their time and money on.
Brian Benway, Senior Tech and Gaming Analyst
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