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Newzoo’s Global Gamer Study 2023

1 January 202328 pages4,085 words

Summary

Gaming engagement in 2023 has evolved into a multidimensional experience that extends far beyond active play to include viewing, socializing, and content creation. Data indicates that 79% of the total online population are game enthusiasts, with over half of all consumers engaging with games in more than one way. This trend is most pronounced among younger generations; 94% of Gen Alpha and 90% of Gen Z are classified as enthusiasts, frequently participating in "other" engagement activities like visiting online gaming communities or attending conventions. The research highlights a significant shift toward multi-platform play, with 47% of gamers utilizing at least two platforms. A particularly high-value cohort, "tri-platform players" (15% of the player base), averages over 11 hours of play per week and shows a high propensity for spending, with 85% having made in-game purchases in the last six months. While mobile remains the most accessible entry point due to low hardware barriers, console gaming maintains the highest player-to-payer conversion rate, driven by subscriptions and pay-to-play models. Across all platforms, 57% of players are payers, motivated primarily by special offers and the desire to unlock exclusive content or customization options. Gaming platforms have also emerged as powerful marketing channels. Approximately 50% of players and viewers report discovering new brands through gaming, and players generally hold more positive attitudes toward brands—particularly in the sports, beverage, and technology sectors—compared to non-players. This analysis is based on Newzoo’s 2023 Global Gamer Study, which utilized Computer-Assisted Web Interviewing (CAWI) between February and May 2023. The methodology involved a representative sample of 74,295 respondents aged 10 to 65 across 36 global markets, covering North America, Europe, MEA, Latin America, and Asia-Pacific.

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Newzoo’s Global Gamer Study 2023

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