This report explores how consumers participate in emerging gaming technology in the US. With a focus on the AR/VR gaming industry, you’ll gain pivotal insights into where emerging gaming technologies are at, and where they’re going.

Below, we provide the key topics covered and offer hand-selected findings from the report.

Key Topics Covered

  • New technology trends impacting the video game industry.
  • Where gamers have experienced a metaverse-like experience.
  • What features are most important for gamers when assessing AR/VR headsets.
  • Ideal AR/VR headset price, and what could get gamers into stores.
  • Which company gamers think will make the best version of the metaverse.
  • Adoption and interest in video game technologies.

US AR/VR Gaming Industry Overview

Almost a third of gamers describe themselves as current VR users, with more keeping an eye on the tech. Many gamers may not have the funds for AR/VR at new model prices, with this report finding an upper dollar limit most gamers have for spending. Meta is widely considered to be the leader in this space, but as of Q3 2023 is still operating at a loss. They may come out on top if they can outlast competitors.

Emerging Gaming Tech – The Consumer Perspective

  • Metaverse participation skews younger and male, but interest is flatter. 18-34 year old males are most likely to participate in metaverse gaming. Despite this, interest shows a flatter trend across gender and age, which is promising for continued development.
  • Older adults aged 55+ are not very excited about AR/VR headsets. Discomfort, frustration, and potential motion sickness mean there hasn’t been a compelling use case to convince older consumers otherwise.
  • Despite low adoption rates, AI and AR/VR technologies still pique the interest of gamers. While only 19% of gamers have played AI-integrated games, more than 40% are interested in trying, showing promise for this area of innovation.

Find a complete consumer perspective on emerging gaming tech in the full report. You may also be interested in viewing our catalog of gaming market research.

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Expert Analysis

Leading gaming analyst Brian Benway delivers expert industry insights with this in-depth report.

VR is slowly catching on but still requires costly support. Many gamers are interested in VR, but new tech is expensive. Holiday deals may boost older model sales.

Brian Benway - Gaming Research Analyst
Brian Benway
Research Analyst, Gaming and Entertainment

Table of Contents

    • Key issues covered in this report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Metaverse gaming participation
    • Graph 1: metaverse gaming participation, 2023
    • Graph 2: participation in metaverse gaming, men vs women, 2023
    • Graph 3: participation in metaverse gaming, by age, 2023
    • Graph 4: never played, but interested in trying metaverse gaming, by age, 2023
    • Graph 5: never played, but interested in trying metaverse gaming, men vs women, 2023
    • Graph 6: video games children have played in the past three months, 2023
    • Graph 7: participation in metaverse gaming, by race and Hispanic origin, 2023
    • Graph 8: metaverse gaming participation, by gamer segment – devices, 2023
    • AR/VR motivations
    • Graph 9: I would most like to use an AR/VR headset device to…, 2023
    • Graph 10: I’m not interested in using an AR or VR headset device, by age and gender, 2023
    • Graph 11: I would most like to use an AR/VR headset device to…, by age and gender, 2023
    • AR/VR preferences
    • Graph 12: AR/VR preferences, 2023
    • Graph 13: ad-related AR/VR preferences, by age and gender, 2023
    • Graph 14: use-related AR/VR preferences, by age and gender, 2023
    • Graph 15: Metaverse-related AR/VR preferences, by age and gender, 2023
    • Graph 16: AR/VR preferences, by race and Hispanic origin, 2023
    • Graph 17: AR/VR preferences, by gamer segments – devices, 2023
    • Price sensitivity
    • Graph 18: AR/VR price sensitivity, “at what price would you think the device is…”, 2023
    • Graph 19: AR/VR price sensitivity, by parental status, 2023
    • Graph 20: AR/VR price sensitivity, by household income, 2023
    • Ideal metaverse company
    • Graph 21: which company could make the best version of the metaverse, 2023
    • Graph 22: ideal metaverse company, by age and gender, 2023
    • Graph 23: Ideal metaverse company, by gamer segments – devices, 2023
    • Gaming tech use and interest
    • Graph 24: gaming tech use and interest, 2023
    • Graph 25: gaming tech current use, by race and Hispanic origin, 2023
    • Graph 26: gaming tech current use (select), by gamer segments – devices, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Marketing and Advertising
    • Opportunities
  4. The Market

    • Market context
    • Market overview
    • Graph 27: global video game industry revenue, 2019-25
    • Graph 28: global video game industry revenue share, by device, 2023
    • Graph 29: Consumer Price Index change from previous period, 2020-23
    • Market drivers
  5. Appendix

    • The Consumer
    • Graph 30: device usage, 2023
    • Graph 31: gaming frequency, 2023
    • Graph 32: gamer segments, 2023
    • Graph 33: gamer segments, by age, 2023
    • Graph 34: gamer segments, by gender 2023
    • Graph 35: gamer segments, by device, 2023
    • Graph 36: attitudes toward AI, 2023

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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