Inside Gaming: It's Personal!

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.