Snapshot: 5 Facts About Gamers and Non-Gamers

Gamers represent a vibrant and influential audience with distinct characteristics that set them apart from non-gamers. 

New research conducted by Activision Blizzard Media (via Toluna, 2023) uncovered significant differences between these groups in their behaviors and attitudes towards product choices, product recommendations, and content consumption.

Understanding these distinctions is vital in selecting the right audience for your future campaigns. With the right insights, brands can effectively engage with a highly motivated and tech-savvy gaming audience, maximizing their marketing return on investment (ROI). Understanding the distinct behaviors of gamers can help brands create targeted, impactful campaigns that resonate deeply, driving better engagement and conversion rates.

Here are a few important facts that any brand looking to understand gamers should know:

1.) Gamers are more active in recommending products to their friends and social circles.

Gamers are persuasive in their communities, and their recommendations carry weight. This makes them valuable advocates for brands, amplifying your message through word-of-mouth and social media. 

Approximately 22% of gamers frequently offer purchase advice to friends, compared to 14% of non-gamers. Additionally, 14% of gamers recommend products on social media, compared to 7% of non-gamers. Leveraging gamers as brand ambassadors can significantly boost your product’s credibility and reach.

2.) Gamers are more likely to be early adopters and show enthusiasm for new products.

The eagerness of gamers to adopt new technologies and products makes them an ideal audience for product launches and innovative marketing campaigns. 

Among gamers, 19% express interest in being the first to try new products, compared to 10% of non-gamers. Additionally, 13% of gamers like to ensure they have the latest products, versus 6% of non-gamers. They crave novelty and are willing to invest in the latest trends, providing an excellent opportunity for brands to introduce new products to an engaged and curious audience.

3.) Gamers hold greater purchasing influence and decision-making power in their households.

The average main or joint decision-making rate among gamers is 96%, comparable to 94% among non-gamers.

Gamers are not solely a young demographic but also adults with substantial purchasing power. (See The Many Ways We Play for further insight about the diversity of gaming.) They play a crucial role in household purchasing decisions, making them a valuable target audience for a wide range of products and services. Brands can benefit from recognizing the diverse purchasing influence gamers hold, tailoring their strategies to appeal to this powerful consumer segment.

4.) Gamers tend to conduct more research before making purchases compared to non-gamers.

Gamers are informed and diligent consumers, indicating that detailed and informative advertisements are likely to resonate well with this demographic. 

Thirty-eight percent (38%) of gamers enjoy researching new products or entertainment, compared to 27% of non-gamers. Brands that provide comprehensive product information, reviews, and comparisons can effectively capture the attention of gamers who value thorough research before making purchasing decisions.

 5.) Gamers exhibit a higher tendency to purchase technology-related products compared to non-gamers.

Research shows that 12% of gamers reported purchasing computers or laptops in the past 3 months, compared to 8% of non-gamers. Similarly, 20% of gamers purchased mobile phones, while only 16% of non-gamers did the same. 

This indicates that gamers are more invested in staying updated with the latest technology, making them a prime audience for tech advertisements. As early adopters who seek out new gadgets and innovations, gamers provide a fertile ground for tech brands to market their latest offerings.

The Gamer Advantage 

Gamers represent a dynamic and distinguished audience that should not be overlooked by brand marketers and advertisers. Their active involvement in product recommendations, early adoption of new products, significant decision-making power, research-driven purchasing behavior, and propensity for tech purchases make them an ideal target for strategic marketing efforts.

By understanding and leveraging these insights, brands can effectively connect with gamers and tap into their considerable purchasing potential.