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"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.
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