Consumer Insights: Games and Esports 2022

The Consumer Insights: Games and Esports 2022 report provides a comprehensive analysis of global gaming behaviors, motivations, and market engagement. The primary purpose of the research is to equip game developers, publishers, and industry stakeholders with actionable data to benchmark titles, understand player demographics, and identify growth opportunities across 36 diverse international markets. By examining over 100 key performance indicators, the analysis offers a granular view of how players interact with PC, console, and mobile platforms.

The research is underpinned by a robust methodology, drawing on survey data from over 75,000 consumers worldwide. The findings highlight distinct engagement patterns, such as the prevalence of specific gaming personas—notably Time Fillers and Mainstream Gamers—and the interplay between playing and viewing habits. For instance, data from the German market indicates that while playing remains the dominant activity, a significant portion of the population also engages with gaming video content and esports. Furthermore, the report identifies key drivers for consumer spending, noting that price sensitivity, the desire for exclusive content, and social connectivity are primary motivators for financial investment in games.

Covering a broad geographic scope that includes North America, Europe, Latin America, the Middle East, and the Asia-Pacific region, the report serves as a strategic tool for navigating the complex global gaming landscape. By synthesizing metrics such as monthly active users, daily active users, and lifetime player value, the analysis facilitates a deeper understanding of the motivations driving player behavior. Ultimately, the findings emphasize that a nuanced approach to audience segmentation and platform-specific engagement is essential for companies seeking to reach and retain diverse gaming populations in an increasingly competitive entertainment market.