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Our Research
THE LATEST VIDEO GAME INDUSTRY LEARNINGS
We utilize multiple avenues of research—from surveys and audience deep dives to our exclusive King’s Council—to better understand the various video game market segments and what types of ads they’ll respond to positively.
Insights in focus
Our deep insights pave the way to empowering better brand connections.
Play It Forward: How Gaming Immersion Unlocks Player Attention
An infographic on gaming immersion, its impact on attention, and why that matters for brands.
The Many Ways We Play: A New View of Game Players
How people choose to play can tell us a lot about who they are in and outside the game.
Mom's Got Game
This report takes a closer look at gamer moms—including their lifestyles, connection with their family, buying decision influence, and interaction with brands.
Premium By Design: Defining Premium Gaming Experiences
We define what makes both a game and in-game ad experience “premium” in the eyes of players in this report.
The Real Social Connector: How Gaming Drives Community, Authenticity and Engagement
This report uncovers why people play video games and how gaming’s social elements heighten their feelings across different game modes, genres, and formats. It also explores the connections people form outside of the game, and how this further enhances the gameplay experience.
The Engagement Game: How Gaming Has Transformed Entertainment Consumption
This report examines gaming’s role in daily life and its place among other popular entertainment activities. It charts both gamers' and non-gamers' entertainment habits to understand how these routines have evolved, from time of day engagement, generational influences, second screening, and ad avoidance.
Social Connection in a Virtual World
This report explores the impact of the COVID-19 pandemic on entertainment consumption, including engagement with gaming. It uncovers not just how individuals’ entertainment habits changed, but why they changed.
Growing Up Gaming: Meet the Millennial Gamers
Take a closer look at one of the most dedicated, invested, and valuable gaming generations today, in our latest research.
Gamer Persona: Super Swipers
Their love for gaming comes from the simple enjoyment of quick, accessible word and tile-matching games. Gaming might not be their priority or identity, but their love of the game is real.
Gamer Persona: Denialists
They’re all about gaming but not the gamer title. If you call them a gamer, they’ll shoo you away with one hand while getting a high score with the other.
Gamer Persona: Player Ones
They touch all things gaming and spend a majority of their free time learning, watching, or playing games.
Gamer Persona: Lifestylists
They have an affinity for playing the latest and greatest games. Find them reading gaming news, watching esports, and playing the newest releases.
Gamer Persona: Next Levelers
They play more, spend more, view more, and have deeper motivational ties to gaming content than any other gaming persona. And that’s saying something.
Gamer Persona: Dabblers
They dabble in non-mobile gaming platforms, but their comfort zone is in the popular mobile titles they know and love.
Modern Gamer Personas
The picture of a gamer is outdated. The gaming audience is bigger than you realize. Read our latest research to find out why.
Play It Forward: How Gaming Immersion Unlocks Player Attention
An infographic on gaming immersion, its impact on attention, and why that matters for brands.
