Gaming's Next Level: The Power of Platforms

Overview

Gaming isn’t confined to one platform or one type of player. It’s a daily, immersive activity experienced across mobile, console, and PC—each offering distinct moments of engagement. To better understand how and where players engage across these platforms, Activision Blizzard Media conducted two quantitative studies among 3,000 adults in the United States who regularly consume digital media.

Gaming’s Next Level: The Power of Platforms explores gaming’s evolving role in consumers' everyday lives and reveals how cross-platform behavior creates scalable, high-value opportunities for brands. It offers platform-specific insights into how players engage throughout the day, how gaming intersects with other media, and what players expect from advertising in these environments.

Takeaways

• 70% of gamers play or watch video games daily; 95% do so weekly, indicating habitual engagement.
  

• 73% of weekly gamers play across two or more platforms—primarily mobile, console, and PC.
  

• Gaming happens throughout the day, with the longest average session lengths in the evening and late night.
  

• 75% of gamers multitask—playing games while watching TV or video—creating potential for cross-screen synergy.
  

• Player ad preferences are clear: 54% favor opt-in formats, 51% prefer shorter ads, and 47% want non-disruptive experiences.
  

This report demonstrates how brands can tap into gaming’s full potential through strategic platform alignment and player-first advertising.

Research Methodology

Activision Blizzard Media partnered with Toluna to conduct two quantitative studies of U.S. adults aged 18+ who had played video games, watched TV, used social media, and/or watched online videos in the past 30 days. Each study surveyed 3,000 respondents. Participants were not employed in advertising, media, gaming, or market research fields.

About Activision Blizzard Media

Activision Blizzard Media Ltd is the gateway for brands to the leading interactive entertainment company with hundreds of millions of monthly active users around the world. Our legendary portfolio includes iconic mobile game franchises such as Candy Crush™, esports like the Call of Duty League™, the Overwatch League™ and some of the top PC and console gaming franchises such as Call of Duty®, World of Warcraft®, and StarCraft®. The idea is simple: great game experiences offer great marketing experiences.

Learn more at: www.activisionblizzardmedia.com
Contact us at: abm@activision.com