Gaming is now a multidimensional ecosystem where 79% of the online population are enthusiasts, with over 50% of consumers engaging through a mix of playing, viewing, socializing, and content creation.
See it on page 8Younger demographics show the highest engagement levels, with 94% of Gen Alpha and 90% of Gen Z participating in gaming activities beyond just active play.
See it on page 9Multi-platform gaming is a significant trend, with 47% of gamers using at least two platforms and a high-value 'tri-platform' cohort (15% of players) averaging over 11 hours of play per week.
See it on page 13Across all platforms, 57% of players are payers, with 85% of tri-platform players having made in-game purchases in the last six months to access exclusive content or customization.
See it on page 14While mobile remains the most accessible entry point, console gaming maintains the highest player-to-payer conversion rate due to subscription and pay-to-play models.
See it on page 17Gaming platforms serve as effective marketing channels, as 50% of players and viewers discover new brands through gaming and hold more positive attitudes toward sports, beverage, and technology brands compared to non-players.
See it on page 20Gaming 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.
