Key insights
5 slides
The core finding
Nearly two-thirds of gamers feel more authentic while playing.
Gamers report feeling more authentic in games than in daily life. This sentiment is tied to a 30% increase in time spent gaming.
Key number
Character personalization is the most powerful driver of self-expression.
76% of players cite character personalization as a key tool for self-expression. Gamertags and usernames follow at 48%.
Page 6 of the report76%
of players cite character personalization as a key tool
- gamertags and usernames
- 48%
- communication features, signatures, emblems, emotions, and gestures
- 30-35%
The gap
Gamers perceive their online personas as separate from real-life identities.
Fandom’s 2024 data indicates a psychological disconnect. Many gamers believe they can be authentic online yet perceive their in-person gamer persona as distinct from their real-life personality.
Brand opportunity
Brands can translate virtual identity into physical expression.
Marketers are encouraged to bridge the gap between virtual and real identity. Opportunities include cosplay collaborations, cosmetic product lines, or skill-building experiences.
Physical extensions. Brands can create physical-world extensions of virtual identities, such as cosplay collaborations, branded cosmetic lines, or skill-building programs.
Page 9 of the report- 01Cosplay collaborationsTranslate virtual identity into physical expression.
- 02Cosmetic product linesExtend virtual identity into physical products.
- 03Skill-building experiencesMirror in-game achievements in the physical world.
Data scope
Findings rest on a 2024 global survey of 5,000 consumers.
The analysis combines a global survey of 5,000 entertainment and gaming consumers with proprietary first-party data from Fandom. It covers a global audience across all major gaming segments.
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Summary
The report examines how video games increasingly serve as a platform for personal identity and self‑expression, noting that nearly two thirds of gamers feel they can be more authentic while playing. It argues that this trend fuels a 30 % rise in time spent gaming among those who view games as a space for true self‑presentation, compared with previous years. The analysis draws on a global survey of 5,000 entertainment and gaming consumers and proprietary first‑party data from Fandom for 2024. Findings highlight that in‑game customization is the most powerful driver of self‑expression, with 76 % of players citing character personalization as a key tool; gamertags and usernames follow at 48 %, while communication features, signatures, emblems, emotions, and gestures each attract between 30‑35 % of respondents. The study also identifies a disconnect: many gamers believe they can be authentic online yet perceive their in‑person gamer persona as distinct from their real‑life personality. Brands are encouraged to bridge this gap by creating opportunities that translate virtual identity into physical expression—such as cosplay collaborations, cosmetic product lines, or skill‑building experiences that mirror in‑game achievements. The report covers a global audience across all major gaming segments, focusing on the 2024 period and emphasizing actionable insights for marketers seeking to align brand experiences with gamers’ desire for authenticity.
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