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
Collapse All
-
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
-
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
-
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
-
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
-
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
Mintel: Market Intelligence Made Easier
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.
For further information about our research and analysis methods, visit our helpdesk.
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.
For a closer look at a Mintel Market Intelligence Report, browse trhough the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
$ 4,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
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 avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount is applied directly at checkout
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
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
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
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
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
