Market (Overall)·Updated Jun 25, 2026 by Fandom
Nearly two-thirds of gamers report feeling more authentic while playing than in their daily lives, a sentiment that has driven a 30% increase in time spent gaming among those who view these platforms as spaces for self-presentation.
In-game character customization is the primary driver of self-expression for 76% of players, significantly outpacing other features like usernames (48%) and communication tools or emotes (30–35%).
Fandom’s 2024 data indicates a psychological disconnect where gamers maintain distinct online personas that they perceive as separate from their real-life identities.
Marketers can capitalize on the desire for authenticity by creating physical-world extensions of virtual identities, such as cosplay collaborations, branded cosmetic lines, or skill-building programs that mirror in-game achievements.
These insights are based on a 2024 global survey of 5,000 entertainment and gaming consumers, combined with proprietary first-party data from Fandom.
Nearly two-thirds of gamers report feeling more authentic while playing than in their daily lives, a sentiment that has driven a 30% increase in time spent gaming among those who view these platforms as spaces for self-presentation.
In-game character customization is the primary driver of self-expression for 76% of players, significantly outpacing other features like usernames (48%) and communication tools or emotes (30–35%).
Fandom’s 2024 data indicates a psychological disconnect where gamers maintain distinct online personas that they perceive as separate from their real-life identities.
Marketers can capitalize on the desire for authenticity by creating physical-world extensions of virtual identities, such as cosplay collaborations, branded cosmetic lines, or skill-building programs that mirror in-game achievements.
These insights are based on a 2024 global survey of 5,000 entertainment and gaming consumers, combined with proprietary first-party data from Fandom.