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Players & Audiences

Players & Audiences

Who plays, how they play, and what keeps them playing.

310 documents

Cover of Southeast Asia’s Games Market

Niko Partners · 2022

Southeast Asia’s Games Market

Southeast Asia represents one of the world’s fastest-growing video game markets, characterized by a young population, improving infrastructure, and a rapidly expanding digital economy. Data indicates that the six major countries in the region—Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam—account for approximately $5 billion in market size and 270 million gamers. While this represents 6% of total Asian games revenue, the region is projected to maintain a compound annual growth rate of 8.6% through 2025. Esports serves as a primary driver for this growth, with over 200 million viewers and gamers in the region. Approximately 60% of Southeast Asian gamers are strongly drawn to esports, and 42% are classified as competitive arena gamers. This interest has led to the integration of esports into major regional athletic events like the SEA Games. Furthermore, the audience is becoming increasingly diverse; female gamers now make up 40% of the total gaming population, with growth rates in this demographic outpacing the general market average. In specific markets like Indonesia and Singapore, women comprise nearly half of the gaming audience. The region has also emerged as a pioneer in blockchain and play-to-earn gaming, exemplified by the success of titles like Axie Infinity, which reached over one million daily active users. However, the market faces unique challenges, including parental skepticism, fluctuating government regulations regarding game approvals and bans, and complex cultural sensitivities. Successful expansion requires navigating diverse religious and social landscapes, as localized content can significantly boost revenue while cultural oversights can lead to public backlash or censorship. Ultimately, Southeast Asia offers significant opportunities for global stakeholders, provided they adopt localized strategies rather than a one-size-fits-all approach.

Cover of State of Mobile 2022

data.ai · 2022

State of Mobile 2022

The global mobile economy experienced unprecedented expansion in 2021, characterized by a 19% year-over-year increase in app store spending to $170 billion and a 23% rise in mobile advertising to $295 billion. This growth was underpinned by a fundamental shift in consumer behavior, as users in leading markets now average 4.8 hours daily on mobile devices. Social, photo, and video applications dominate this engagement, accounting for 70% of time spent. The ecosystem's vitality is further evidenced by the release of 2 million new apps and the emergence of 233 individual titles that each surpassed $100 million in annual consumer spend. Mobile gaming remains the primary engine of monetization, reaching a record $116 billion in spend. While hypercasual titles drive download volume, core gaming experiences like 4X March-Battle strategy and creative sandboxes drive the highest revenue. Beyond gaming, the finance sector saw a 28% increase in downloads, propelled by the rise of neobanks in emerging markets and a surge in cryptocurrency adoption. Similarly, retail engagement surpassed 100 billion hours, while the food and drink sector reached record sessions through the rapid expansion of ultra-fast delivery services. The landscape also reflects a recovery in travel and sports, with engagement returning to pre-pandemic levels alongside a 95% increase in dating app spend since 2018. Emerging trends such as live streaming and avatar-based social platforms indicate growing consumer interest in the metaverse, with live streaming engagement outpacing the general market by nine times. Geographically and corporately, the market is led by U.S. giants like Google and Meta in general utility, while Chinese firms like Tencent dominate the gaming sector. This data illustrates a mature yet diversifying mobile industry that has become the central platform for finance, entertainment, and social interaction globally.

Cover of Key Insights Into German Gamers

Newzoo · 2022

Key Insights Into German Gamers

Germany represents a significant pillar of the global gaming industry, ranking as the largest games market in the European Union and the fifth largest worldwide by revenue. As of 2022, the German gaming landscape is characterized by a high level of engagement, with 71% of the online population aged 10 to 65 identifying as game enthusiasts. This engagement extends beyond active play to include viewing gaming video content, social interaction, and community participation. The demographic profile of German players is nearly balanced by gender, consisting of 52% males and 48% females. While gaming is popular across all age groups, the 21-35 age bracket represents the largest segment at 31%. Motivation for play is primarily driven by the desire to relax and unwind, followed by the pursuit of achievement and social connection. Among the various gamer personas, Time Fillers and Mainstream Gamers are the most prevalent, reflecting a mix of casual mobile play and more dedicated multi-platform engagement. Platform preferences show that mobile gaming has the highest reach, utilized by 43% of the online population, followed by console and PC at 34% each. Despite the higher reach of mobile, PC and console players demonstrate higher average weekly play times, exceeding five hours. Popular titles in the market include Minecraft, Roblox, and Grand Theft Auto V, with Adventure and Action genres leading in popularity. Monetization remains strong, with 63% of players spending money on games. The primary driver for spending is the availability of sales or special offers, though a significant portion of consumers also pays to unlock exclusive content or to personalize their in-game experience. These findings are based on a 2022 survey of 2,057 online consumers in Germany, forming part of a broader global research initiative covering 36 markets.

Cover of Games Can Be Good for the Mind: State of Mobile Games – Cognitive and Psychological Benefits

Skillprint · 2022

Games Can Be Good for the Mind: State of Mobile Games – Cognitive and Psychological Benefits

This empirical report by Skillprint examines the cognitive and psychological benefits of mobile gaming, challenging the narrative that gaming is primarily detrimental to mental health. Based on a large-scale study of nearly 500 U.S. participants and 28 individual game impact studies, the research explores the intersection of the Big 5 personality traits, player motivations, and the emotional shifts experienced after gameplay. The methodology utilizes the Big 5 Inventory to assess traits such as Conscientiousness and Emotionality, while measuring mood changes across categories like focus, creativity, and determination using Cohen’s d effect sizes. The findings indicate that mobile games can significantly enhance specific mental states, often outperforming traditional psychological interventions like guided meditation or journaling. For instance, rhythm and puzzle games such as Sound Sky and Colorize showed large effect sizes for improving focus and creativity. The data also reveals that personality traits moderate these benefits; more emotional players tend to prefer word and idle games for relaxation, while open-minded individuals seek immersion and inspiration. Younger players are notably more driven by challenge and focus-oriented gameplay. The report concludes that game developers should prioritize personalization to appeal to diverse personality profiles, such as offering adjustable difficulty levels to satisfy both high-conscientiousness and high-emotionality players. It suggests that health professionals consider mobile games as supplemental tools for treating mood and attention disorders. Ultimately, the research advocates for a nuanced understanding of gaming as a customizable resource for psychological well-being, where specific genres and mechanics—such as timed challenges for focus or sandbox environments for creativity—can be matched to individual user needs.

Cover of Newzoo Gamer Insights: The Future of Gaming

Newzoo · 2022

Newzoo Gamer Insights: The Future of Gaming

The Gamer Generations Report 2022 examines the evolving relationship between younger consumers and the video game industry, asserting that gaming has become an integral, multi-dimensional pillar of daily life for Gen Alpha and Gen Z. The analysis highlights a shift where gaming serves not just as entertainment, but as a primary venue for socialization, self-expression, and immersion. This trend is positioning these generations as the primary drivers of future virtual worlds and the emerging metaverse. Data for this study was collected between February and April 2022 via Computer Assisted Web Interviewing, surveying 75,930 respondents across 36 global markets. The scope covers Gen Alpha (ages 10-12) and Gen Z (ages 13-27), comparing their behaviors against the total online population. Key findings indicate that 90% of Gen Alpha and Gen Z are "game enthusiasts" who engage through playing, viewing, or social interaction, compared to 79% of the general population. Furthermore, these groups spend significantly more leisure time on gaming than older cohorts; it is the top entertainment source for Gen Alpha and a top-three source for Gen Z, rivaling social networks and video streaming. Economic engagement is also high, with 52% of Gen Alpha and 48% of Gen Z spending money on games, primarily on mobile platforms. The top spending motivators include unlocking exclusive content and personalizing in-game experiences through currencies and gear. Socially, 70% of Gen Z expresses interest in using game worlds for non-gaming gatherings, such as concerts or virtual hangouts. The report concludes that as gaming becomes a ubiquitous social platform, brands and developers must adapt to these generations' preferences for multiplayer connectivity, character customization, and diverse content consumption.

Cover of Newzoo’s Global Gamer Study 2022

Newzoo · 2022

Newzoo’s Global Gamer Study 2022

Gaming has evolved into a multi-dimensional entertainment ecosystem that extends far beyond traditional play, encompassing viewing, socializing, and content creation. Research conducted between February and April 2022 across 36 global markets reveals that 79% of the online population are game enthusiasts. This engagement is most profound among younger generations; for Gen Alpha, gaming has surpassed social media and streaming as the primary source of entertainment. The study utilized a representative sample of 75,930 respondents aged 10 to 65 to analyze behaviors across five distinct generational cohorts. Data indicates that gaming is increasingly a platform for social connection, with 75% of players engaging in game worlds for social purposes without playing the primary game. This trend is a significant driver of the emerging metaverse. Financial engagement is also high, with approximately half of Gen Alpha, Gen Z, and Millennials spending money on games. Total consumer spending in the sector was projected to exceed $200 billion in 2023. Furthermore, the rise of blockchain gaming and play-to-earn models shows significant future potential, with 34% of players in the United States expressing interest in these technologies. The findings emphasize that gamers are a highly attractive demographic for brands, as players generally hold 36% more positive attitudes toward brands compared to non-players. However, the diversity of the audience necessitates a nuanced approach to engagement. Using a proprietary segmentation model, the research identifies various personas ranging from Ultimate Gamers to Time Fillers. For instance, while both Apex Legends and Fortnite are battle royale titles, their player bases differ significantly in age, gender, and brand preferences, illustrating that effective marketing requires deep insights into specific game communities and generational motivations.

Cover of Construyendo un Sector del Videojuego en Igualdad

AEVI · 2022

Construyendo un Sector del Videojuego en Igualdad

The Spanish video‑game market now serves more than 18 million players, with women representing 48 % of the audience, yet women occupy only about 20 % of development roles across Europe’s roughly 90 000‑person sector. This persistent gender gap, amplified by the COVID‑19 pandemic and Brexit‑related uncertainties, motivates a coordinated push for equality that links industry associations, NGOs such as Women in Games, and policy makers. The central thesis is that genuine gender parity requires systemic change across recruitment, workplace culture, product design, and community moderation, supported by transparent data and legally anchored standards. Key findings show that inclusive branding, gender‑neutral job ads, transparent salary bands and multi‑reviewer hiring processes can increase women’s entry and retention, while mentorship programmes, employee‑representative groups, regular engagement surveys and equitable parental‑leave schemes produce measurable improvements in pay‑gap closure and promotion rates. Companies that have instituted unconscious‑bias training, “inclusion nudges,” and data‑driven KPIs—such as Wooga—report higher retention and greater representation of women in senior positions. Community‑level interventions, including robust codes of conduct, verified‑identity requirements and AI‑enhanced chat filters, have already cut toxic messages by 5 % in pilot environments, demonstrating the effectiveness of proactive moderation. The analysis covers the European context, drawing on data up to 2022 from Spain,

Cover of Gaming in Europe: Key Facts 2022

European Games Developer Federation · 2022

Gaming in Europe: Key Facts 2022

The European video game industry demonstrated significant economic resilience and social expansion in 2022, generating €24.5 billion in revenue and achieving a 5% year-on-year growth rate. This sector now engages approximately 126.5 million people, representing 53% of the population aged 6 to 64. Demographic shifts indicate a maturing and diversifying market, as women now comprise nearly 47% of the player base and the 45-64 age group has emerged as the largest playing demographic. While engagement has stabilized at an average of 8.8 hours of weekly playtime, the industry’s economic footprint is bolstered by a workforce of over 110,000 employees, which saw a 12% increase in staffing levels. Despite this robust growth, the industry faces a critical talent shortage that threatens future expansion. Projections suggest a widening digital skills gap, exemplified by Sweden’s anticipated deficit of 25,000 developers by 2031. To sustain its trajectory, the sector is increasingly focusing on workforce diversity—where women currently hold 23.7% of roles—and the implementation of comprehensive social responsibility frameworks. These include the expansion of the PEGI rating system and the deployment of advanced parental control tools to ensure a safe environment for the evolving player base. Environmental sustainability has also become a central pillar of the European gaming landscape. Through collaborative efforts like the Games Consoles Voluntary Agreement, the industry achieved a reduction of 54TWh in energy consumption across previous console generations. Major publishers and trade associations across 18 countries are now prioritizing carbon neutrality, with sector-wide initiatives successfully offsetting significant carbon footprints. These combined economic, social, and environmental strategies reflect a maturing industry that is balancing rapid commercial growth with long-term ecological and demographic responsibilities.

Cover of Brazil Games Industry Report 2022

Abragames · 2022

Brazil Games Industry Report 2022

Brazil has established itself as the preeminent games market in Latin America and the 12th largest globally, generating approximately USD 2.3 billion in 2021. The ecosystem is defined by rapid professionalization and internationalization, evidenced by a 102% increase in active studios since 2018. With over 1,000 companies and a workforce exceeding 12,000 professionals, the industry has transitioned from a historical period of informality to a sophisticated hub for original intellectual property and high-quality external development services. While the Southeast and South regions remain the primary geographic hubs, the sector’s reach is global, with over half of local companies serving international markets, particularly in the United States and Europe. The industry demonstrates increasing maturity through longer studio lifespans and a shift toward diverse platforms. While mobile and PC development remain dominant, console production grew significantly to 17% of the market by 2021. Beyond entertainment, Brazilian studios maintain a strong presence in educational and corporate gamification. Despite this growth, structural challenges persist, including a lack of formal inclusion policies for underrepresented groups and a "wage war" for senior talent driven by the rise of remote work for foreign firms. Furthermore, the workforce is navigating a transition where 93% of companies now focus on proprietary IP, moving away from a pure service-provider model. Economic and regulatory hurdles continue to shape the landscape. Federal funding has reached historic lows, forcing a reliance on founder capital and state-level initiatives. Developers face significant "legal insecurity" due to the absence of a specific regulatory category for games and a tax system that treats development hardware as luxury entertainment rather than capital goods. Nevertheless, the resilience of the sector is underscored by a 336% revenue increase in USD since 2015 and the emergence of "unicorns" like Wildlife. The industry remains a vital component of the global value chain, increasingly recognized for its technical proficiency in engines like Unity and its expanding role in emerging technologies such as blockchain and the metaverse.

Cover of State of Anime Gaming 2022

data.ai · 2022

State of Anime Gaming 2022

The analysis evaluates the global mobile market for games that employ an anime art style, focusing on performance metrics from 2018 through 2021. By applying data.ai’s Game IQ feature‑tag system to isolate titles with anime aesthetics across all genres, the study aggregates download and consumer‑spend data from iOS and Google Play (iOS‑only for China) and presents a comprehensive view of audience behavior, revenue trends, and regional dynamics. Anime‑themed titles generated one‑fifth of all mobile‑game spend in 2021 while capturing only about one percent of overall usage, highlighting a highly engaged but niche user base. Worldwide downloads rose 15 % year‑over‑year in 2021 and 50 % since 2018, with South Korea leading growth (170 % increase in downloads, 85 % rise in spend), followed by the United Kingdom (30 % downloads, 75 % spend) and the United States (40 % downloads, 70 % spend). Japan remained the largest market, accounting for 55 % of anime‑game spend in 2021, though its share fell by nine percentage points from 2018. RPG, simulation and action subgenres dominate both downloads and revenue, while breakout titles such as Genshin Impact (top global spender) and Pokémon GO (top downloader in the US and UK) illustrate cross‑regional appeal. Demographic profiling shows a strong Gen‑Z skew, with anime gamers on U.S. iPhones 217 % more likely to use Discord and 52 % more likely to use Snapchat than the average mobile gamer; similar patterns appear in Japan and other markets. Gender preferences vary by subgenre, and certain genres—particularly idol‑training simulations and open‑world RPGs—recorded double‑digit year‑over‑year revenue growth (e.g., Uma Musume Pretty Derby +117 %, Genshin Impact +233

Cover of State of Mobile 2022 – Indonesia

data.ai · 2022

State of Mobile 2022 – Indonesia

Indonesia emerged as one of the world’s most mobile-centric markets in 2021, with users averaging 5.4 hours daily on mobile devices, representing a 38% increase since 2019. This engagement translates to roughly one-third of total waking hours, fueling 7.31 billion new app downloads and $532 million in consumer spending. While social, communication, and video applications captured 70% of total time spent, the gaming sector remained the primary economic driver, accounting for 42% of all downloads and 61% of total consumer expenditure. Titles such as Mobile Legends: Bang Bang and Free Fire led the market in both engagement and monetization, while Hypercasual games dominated the download charts. Beyond entertainment, the Indonesian mobile landscape experienced transformative growth in utility and commerce sectors. Finance app downloads surged by 82% year-over-year, and time spent in shopping applications reached 5.5 billion hours, a 52% increase. The Food and Drink category saw the most explosive growth, with sessions increasing by over 480% due to the rise of quick-service restaurant brands and delivery services. Additionally, the video streaming market nearly doubled its engagement levels since 2019, driven by a shift toward mobile-first content and the continued dominance of platforms like YouTube and TikTok, the latter of which saw 75% year-over-year growth. Niche sectors also demonstrated significant momentum as the market matured. Consumer spending on dating apps rose 188% since 2018, while Health and Fitness engagement remained 56% higher than pre-pandemic levels. Business and utility apps like BukuWarung and PLN Mobile emerged as breakout leaders, signaling a deeper integration of mobile solutions into daily professional and civic life. As travel restrictions eased in late 2021, the recovery of travel and sports applications further solidified the mobile device as the central hub for the Indonesian consumer's digital and physical interactions.

Cover of State of Mobile: Brazil 2022

data.ai · 2022

State of Mobile: Brazil 2022

Brazil solidified its position as a global leader in mobile engagement throughout 2021, with users averaging 5.4 hours daily on their devices. This record-breaking activity drove 10.3 billion app downloads and a 22% year-over-year increase in consumer spending, which reached $1.13 billion. While social, communication, and video streaming apps captured 70% of total mobile minutes, the gaming sector emerged as the primary engine for monetization, accounting for more than half of all consumer expenditures. Hypercasual titles led in volume, while 4X Strategy games dominated revenue generation. The market underwent a profound digital transformation across the finance and retail sectors. Finance app downloads surged by 91% over a two-year period, fueled by a large underbanked population gravitating toward neobanks like Nubank and PicPay. Similarly, shopping app engagement rose 45%, though domestic players faced increasing competition as international publishers secured a 52% share of the local market. This shift toward digital-first services extended to the "rapid delivery" and food sectors, where sessions reached 4.5 billion, and the business category, where users increasingly utilized apps to secure alternative income through gig economy platforms. Post-pandemic recovery and lifestyle shifts further diversified the mobile landscape. Travel and sports apps saw significant rebounds in downloads and time spent, while the dating sector reached $47 million in consumer spend, marking a 62% increase since 2018. Health and fitness apps also maintained momentum with a 30% growth in downloads compared to pre-pandemic levels. Emerging trends, such as the 45% surge in TikTok usage and the rise of avatar-based social metaverses, indicate a maturing market where short-form video and interactive digital environments are becoming central to the Brazilian mobile experience.

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