"Consumer's desires to blend their gaming hobbies with their personal identity is the best foot in the door that brands could hope for."
Brian Benway, Senior Tech and Gaming Analyst
70% of adults acknowledge that gaming as lifestyle is growing, and increasingly becoming intertwined with personal identity, particularly among younger demographics. Brands have significant opportunities to engage with gaming communities and lifestyle products, tapping into a market where gaming is the primary entertainment source for many. Adults aged 18-34 are leading the charge in the gaming lifestyle, showing a strong preference for integrating gaming into their identities and daily lives. This demographic is more likely to engage with gaming communities and purchase related products, creating a fertile ground for brands.
Meanwhile, the gaming market is also seeing shifts towards platform-agnostic content and innovative business models as it matures post-pandemic. As gaming becomes a mainstream cultural touchstone, brands are encouraged to develop products and marketing strategies that resonate with the unique values and behaviors of players.
For the purposes of this Report, Mintel defines video games as electronic games played on dedicated consoles, computers and mobile devices. Video game players (aka gamers) are defined as adults aged 18+ who have played a video game on any device in the past three months. Mintel’s profiles of US gamers are based on primary gaming motivations, beyond entertainment value.
Download Report SummaryInstant delivery when paying by credit card, invoice orders may take longer
Save 10% when you purchase two reports together.
Save 15% when you purchase three reports together.
Save 20% when your purchase four or more together.
Discount automatically applied at checkout
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
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.
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.
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.
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.
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.
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
