Adults who play video games recognize the positive role gaming can play in supporting their health and wellness goals. Gaming is often celebrated for its ability to reduce stress and promote relaxation. Beyond that, it can enhance mental sharpness and, in some cases, even contribute to physical fitness. Health and wellness brands have a unique opportunity to collaborate with video game companies to amplify the benefits of gaming. This idea is further supported by players who are eager to see a stronger connection between gaming and wellness. The video game market is expected to remain the leading source of entertainment revenue in the US, and growing demand for features that promote mental and physical wellbeing can open exciting opportunities for innovative collaborations and partnerships.
This report looks at the following areas:
- Examination of the relationship between video games and wellness
- Analysis of consumer attitudes towards gaming and health
- Impact of gaming on mental and physical health
- Opportunities for health and wellness brands in gaming
- Health and wellness trends among different video game player demographics
- Possibilities for promotion of gaming’s role in stress relief and relaxation
In an era defined by fitness tracking and self-care social media trends, gamers are seeking ways to balance their hobby with wellness goals.
Brian Benway, Senior Tech and Gaming Analyst
Market Definitions
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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EXECUTIVE SUMMARY
- What you need to know
- Global and US video game market size
- Market predictions
- Gamers embrace many health and wellness activities, offering brands a chance to connect
- Existing strengths may offer easier quick wins, but also inviting competition
- Players want games to promote respect and constructive behavior, not toxic environments
- Younger gamers often lead demand for health and wellness in gaming
- Opportunities
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MARKET DYNAMICS
- Market context
- US and Global game market
- Entertainment Software Association essential facts
- 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
- Budget cuts weaken the US public health system
- Even challenging or violent games may provide the same stress relief as a cozy games
- Beat Saber is winding down, creating space for a new VR fitness champion
- Meta Reality Labs, the latest victim of layoffs, could slow VR fitness development
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CONSUMER INSIGHTS
- Consumer fast facts
- Wellness focus areas
- Gamers looking to grind towards a wellness level up in the next year
- Graph 3: general areas of wellness focused on improving in the next 12 months, overall vs gamers, 2025
- Physical fitness games may be too demanding for those who are most interested
- Graph 4: general areas of wellness focused on improving in the next 12 months, by age, 2025
- Gaming could deliver mental and emotional growth with positive social connections for younger players
- Graph 5: general areas of wellness focused on improving in the next 12 months, by gender, 2025
- Gaming can be more than entertainment, evolving into a space for self-expression, community building, and healing
- Graph 6: general areas of wellness focused on improving in the next 12 months, by race or ethnicity, 2025
- The modern video game industry is more open to diverse perspectives than ever before
- Non-video gaming wellness activities
- Pushing back against the struggles of the attention economy
- Engaging gamers with screen-free adaptions strengthens brand ties
- Graph 7: non-video gaming activities enjoyed for their wellness benefits, overall vs gamers, 2025
- Gamers are already engaged in various health and wellness activities, giving brands a foot in the door to connect
- Graph 8: “I would support health and wellness brands that advertise or partner with video games” (% agree), by age, 2025
- Men and women across ages show similar patterns in non-gaming health and wellness activities, with two key differences
- Graph 9: going to the gym, by age and gender, 2025
- Graph 10: routinely setting aside time for family or friends, by age and gender, 2025
- Financial stability frees focus for health and social connections, empowering gamers to prioritize wellbeing
- Graph 11: “I would rather spend money on gaming equipment for fitness or wellness than traditional options” (% agree), by financial situation, 2025
- Graph 12: non-video gaming activities enjoyed for their wellness benefits (select), by financial situation, 2025
- Perceptions of video games
- Gaming is an immersive and stimulating form of active entertainment
- Existing strengths may offer easier quick wins, but also inviting competition
- Graph 13: playing video games is good for… (% agree), 2025
- Lady Gaga’s hit “Abracadabra” has just Shock Dropped in Beat Saber
- Promote positive, wellness-focused experiences without relying solely on traditional self-improvement narratives
- Graph 14: playing video games is good for… (% agree), by gender, 2025
- Age and the perceived benefits of gaming presents a chicken or the egg scenario
- Graph 15: playing video games is good for… (% agree), by age, 2025
- While they may seem to contradict, younger gamers online lifestyle is likely heavily shaping their expectations of multiplayer
- Graph 16: “I frequently return to playing a game I’ve been playing for years because I have friends who play the same game” (% agree), by age, 2025
- Graph 17: “I often prefer to play multiplayer video games by myself or with strangers” (% agree), by age, 2025
- Trash TV of yore has evolved and is going live on social media, but is still trash
- Graph 18: “despite toxic content or negativity they foster, I continue to follow certain streamers or influencers due to their skill or entertainment value” (% agree), by age and gender, 2025
- Video game appeal that goes beyond entertainment
- Graph 19: playing video games is good for… (% agree), by race or ethnicity, 2025
- Gaming wellness improvement interest
- Players want to gaming to be wellness in the age of fitness and self-care on social media
- Players most want games to encourage respectful and constructive behavior rather than enabling toxic online environments
- Graph 20: wellness areas/activities for video games to improve/focus on for oneself/other players, 2025
- Men and women want to see games improve the same things, with a few caveats
- Graph 21: wellness areas/activities for video games to improve/focus on for oneself/other players, by gender, 2025
- Younger gamers value both internal and external wellness, while 55+ gamers focus more internally
- Graph 22: wellness areas/activities for video games to improve/focus on for oneself/other players, by age, 2025
- Parent perceptions of video games and children
- Gaming isn’t always perfect, but parents agree the good outweighs the bad
- Graph 23: parent perceptions of video games and children (% agree), 2025
- Parental gender split on sentiment highlights gaming’s need for consumer awareness messaging that isn’t action-packed marketing material
- Graph 24: parent perceptions of video games and children (% agree), moms vs dads, 2025
- Attitudes towards video game costs and luxury
- Gamers can build up a pile of shame that requires time and effort to work through
- Graph 25: “I feel guilt or stress about spending money on video games when I already have other games to play” (% agree), by age, 2025
- User generated content increases replayability and adds value
- Graph 26: “video games that support mods or other user generated content appeal to me as they offer better long term value” (% agree), by age, 2025
- Seasonal sales and smaller purchases provide incremental joy without the pressure associated with premium pricing
- Graph 27: “I like to reward myself with occasional spur of the moment video game purchases” (% agree), by race or ethnicity, 2025
- Preserving a collection of gaming favorites
- Graph 28: “I own a collection of games, gaming systems, or gaming paraphernalia that I take pride in” (% agree), by gamer segment, 2025
- PC gaming has risen to dominate sales and establish itself as the pinnacle of high-end gaming luxury
- Graph 29: modern PC gaming is a high end luxury compared to playing on console or mobile (% agree), by age, 2025
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Social focused indie games are being labeled friendslop as a derogatory insult
- Upcoming Lord of the Rings game brings cozy hobbit-town vibes
- Consumer Me tackles the troubles of teen life and eating disorders
- On paper, Fireside Feelings sounds like a great way for gamers to engage kindly with their emotions
- Despite recent controversies, Roblox remains a highly successful gaming platform and a great way to engage kids.
- Marketing and advertising
- Switch 2 is here, and it’s the Pro model fans have been asking for
- Welcome Tour is an amazing way to say hello to new players, but it absolutely should’ve been a free pack in game
- Xbox enters the handheld arena by partnering with ROG
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- US video game consumers
- Gaming devices usage
- Graph 30: gaming device usage, 2025
- Console brand usage
- Graph 31: console brand usage, 2025
- Gaming frequency
- Graph 32: gaming frequency, 2025
- Mintel gamer segments – motivations
- Top reason for playing video games, aside from the entertainment value
- Graph 33: top reasons for playing video games, aside from the entertainment value (any rank), 2025
- Mintel gamer segments – motivations
- Graph 34: Mintel gamer segments – motivations, 2025
- Gamer segments – Achievers and Explorers
- Gamer segments – Socializers and Competitors
- Mintel gamer segments – device and frequency
- Graph 35: Mintel gamer segments – device and frequency, 2025
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