Report Summary

Black and Hispanic adults are frequent gamers who strongly identify with the gamer label, making gaming a key lifestyle aspect. While character customization is crucial for Black gamers, Hispanic gamers thrive on community and social connections, playing diverse titles across many devices where social opportunities arise. Emphasizing community boosts engagement for Hispanic gamers, but may deter Asian gamers, who typically prefer private, casual mobile gaming and are less likely to identify as gamers.

The gaming landscape is also changing due to the lowered barriers to entry for game development, encouraging a wave of new creators to bring fresh perspectives and diverse content to the industry. This democratization is shifting focus from high-budget productions to smaller, innovative titles that resonate with players seeking unique experiences. Businesses in the gaming sector and brands operating around it are faced with opportunities to adapt their strategies, emphasizing creativity and player value over lavish production budgets, to thrive in an increasingly competitive and dynamic market.

This report looks at the following areas:

  • Multicultural trends influencing players and impacting the gaming industry market
  • Which game genres do players of different cultures enjoy playing
  • When they purchase games, what features are they looking for to enhance their enjoyment
  • How has culture, either their own or another, impact their experiences with the games they play
  • What direct impact does diversity and culture have on player purchasing behavior

Brands can boost appeal by catering to gamers without pandering. Focusing on broad inclusivity and authentic engagement casts a wide net without alienating anyone.

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. Advertising in gaming consists of in-game ads as well as ads about gaming in other media (eg social media, video game websites).

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Global video game market size
    • Market predictions
    • Opportunities
  2. Consumer Insights

    • Consumer fast facts
    • The multicultural gaming consumer
    • Hispanic consumers as an audience could be considered a highly engaged easy win
    • Graph 1: gaming device usage in the past three months, by race or ethnicity, 2024
    • Age and gender of populations play a role in their gaming choices
    • Graph 2: gamer race and ethnicity, by age, 2024
    • Graph 3: gamer race or ethnicity, by gender, 2024
    • Gaming home console brand usage
    • Graph 4: gaming home console brand usage, 2024
    • Multicultural audiences typically exceed overall home console brand usage
    • Graph 5: gaming home console brand usage, by race and ethnicity, 2024
    • Black and Hispanic adults make gaming a frequent part of their lives
    • Graph 6: gaming frequency, by race and ethnicity, 2024
    • Black and Hispanic gamers are more likely to be active players
    • Graph 7: Mintel gamer segments – device and frequency, 2024
    • Graph 8: Mintel gamer segments – device and frequency, 2024
    • While multiplayer matters there is nuance in the motivation
    • Graph 9: Mintel gamer segments – motivations, 2024
    • Broad appeal means catering to gamers without pandering to gamer culture
    • Graph 10: “I do not consider myself a gamer,” by race and ethnicity, 2024
    • Preferred gaming genres
    • Puzzle games command a strong lead over other genres
    • Graph 11: preferred gaming genres, 2024
    • Device preference drives genre choice
    • Gamers gravitate towards platforms with strong support for their preferred game genres
    • Graph 12: preferred gaming genres, by race or ethnicity, 2024
    • Asian puzzle fans may be hard to reach, but they’re highly committed
    • Graph 13: game library habits, by race or ethnicity, 2024
    • Men and younger gamers in general drive interest in most genres
    • Graph 14: preferred gaming genres, 18-34s by race and ethnicity, 2024
    • Graph 15: preferred gaming genres, men by race or ethnicity, 2024
    • In the era of live services, multiplayer is king, but is that what players want?
    • Graph 16: community engagement and social gaming habits, by race or ethnicity, 2024
    • Important game features
    • From farming, grinding or spinning tetrominos, gamers want to chill
    • Graph 17: video game features that would make one want to play a new game, 2024
    • Gender and device usage are intertwined with game feature values
    • Graph 18: video game features that would make one want to play a new game, by gamer segment – device and frequency, 2024
    • Graph 19: video game features that would make one want to play a new game, by gender, 2024
    • Important gaming features adds nuance to multicultural understanding
    • Graph 20: video game features that would make one want to play a new game, by race or ethnicity, 2024
    • Zen-like flow-state vibes to chill to
    • Important game features for Black gamers of different ages
    • Graph 21: important game features for Black or African American gamers, by age, 2024
    • Important game features for Hispanic gamers of different ages
    • Graph 22: important game features for Hispanic or Latino/Latina gamers, by age, 2024
    • Important game features for Asian gamers of different ages
    • Graph 23: important game features for Asian or Pacific Islander gamers, by age, 2024
    • Engagement with gaming culture
    • Gaming can be a tool to spread interest in other cultures
    • Graph 24: have done in regards to gaming, 2024
    • Multicultural gamers more likely to gain greater interest in any culture
    • Graph 25: have done in regards to gaming, by race and ethnicity, 2024
    • Gamers aren’t very likely to get confrontational, and women less so than men
    • Graph 26: have done in regards to gaming, by gender, 2024
    • But younger gamers are less willing to tolerate discriminatory behavior
    • Graph 27: have done in regards to gaming, by age, 2024
    • Impacts on purchase behavior
    • Strongly consider if a characters race or gender truly matter, players are more inclined to customize their own player character
    • Graph 28: character impact on purchase behavior, 2024
    • Men and younger gamers want to see more culture in games
    • Graph 29: more likely to purchase video games due to characters, by gender, 2024
    • Graph 30: more likely to purchase video games due to characters, by age, 2024
    • Multicultural audiences demand multicultural games
    • Graph 31: more likely to purchase video games due to characters, by race or ethnicity, 2024
    • Most players support diversity from the companies who make their games
    • Graph 32: game aspects’ impact on purchase behavior, 2024
    • Beyond characters, many aspects positively impact purchasing
    • Graph 33: more likely to purchase video games due to video game aspects, by race or ethnicity, 2024
    • Once again, young men often drive gaming, and they’re steering in more accepting and open direction
    • Graph 34: more likely to purchase video games due to video game aspects, by age, 2024
    • Graph 35: more likely to purchase video games due to video game aspects, by gender, 2024
  3. Competitive Strategies

    • Launch activity and innovation
    • Tales of Kenzera: ZAU takes authenticity to new level
    • Explore Asian culture beyond Japanese and Chinese
    • Venba cooks up South Indian cuisine
    • Battle a pantheon of gods dripping with culture and lore
    • Marketing and advertising
    • EA to try ads in AAA games, again. Promises they’ll be super careful this time
    • Xbox celebrates Asian & Pacific Islander heritage month
    • Xbox’s Mastercard could make gamers more brand sticky
    • A new rating system attempts to combat online toxicity in multiplayer games
    • Move over Meta, here comes the Roblox-Walmart-verse
    • Animation and gaming sparks culture and tourism
    • Opportunities
    • Opportunities in gaming
  4. The Market

    • Market context
    • Market overview
    • Global video gaming revenue is forecasted for slower growth after 2023
    • Graph 36: global video game industry revenue, 2019-26
    • 2.6% year-over-year growth does little to alter device shares globally
    • Graph 37: global video game industry revenue share (% billions), by device, 2023
    • Consumer prices rose by 3.4% in April, slightly down from March
    • Graph 38: headline CPI and shelter CPI, 2022-24
    • Consumer sentiment fell by 13% in May
    • Graph 39: consumer sentiment index, 2021-24
    • Market drivers
    • Cheaper games making the big names look bloated
    • Helldivers 2 is helping Sony stay upbeat in earnings
    • Microsoft foot in mouth over recent layoffs and closures
    • Nintendo finally puts a rough date on the Switch 2
    • US costs are high and other governments want their piece of the gaming pie
    • Big brother is monitoring extremists in video games
  5. Appendix

    • Market definition
    • Consumer research methodology
    • Generations
    • Abbreviations and terms
    • Mintel gamer segments – motivations
    • Top gaming motivations – NET – any rank
    • Graph 40: top gaming motivations – NET – any rank, 2024
    • Mintel gamer segments – motivations
    • Graph 41: Mintel gamer segments – motivations, 2024
    • Gamer segments – Achievers and Explorers
    • Gamer segments – Socializers and Competitors
    • Popular gaming genres by gamer segment and console brands
    • Graph 42: preferred gaming genres, by home console brand used, 2024
    • Graph 43: preferred gaming genres, by gamer segment – motivations, 2024

About the report

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