ReportBig Games Machine
How Gamers Discover What to Play
1 May 20249 pages~5 min full read
Gamers utilize an average of four to five distinct information sources before purchasing a new title, reflecting a shift away from single-channel marketing reliance.
YouTube is the primary discovery platform for 52% of gamers and is ranked as the most trusted source of information.
Purchasing decisions are driven by risk mitigation, with 40% of players prioritizing established franchises and 25% favoring games from respected developers.
Demographic discovery habits vary significantly, as gamers aged 18–24 are twice as likely to use TikTok and Instagram for news compared to those aged 34–44.
Gender influences platform preference, with women being 13% more likely than men to use TikTok for game discovery.
Consumer trust is fragmented and platform-agnostic, as gamers often view social media platforms like TikTok and X with skepticism, placing their trust in individual creators rather than the platforms themselves.
Video game marketing remains a vital component of the industry, though consumer preferences have shifted toward authentic, multi-channel discovery rather than traditional overt sales tactics. Research conducted in May 2024 among 1,009 PC and console gamers in the United States reveals that the average player utilizes four to five different information sources before committing to a new title. This behavior underscores a move away from single-channel reliance toward a diverse marketing mix where authenticity and peer-led insights are prioritized over corporate messaging.
YouTube stands as the dominant platform for game discovery, used by 52% of respondents and cited as the most trusted source of information. However, discovery habits vary significantly by demographic. Younger gamers aged 18–24 are twice as likely to use TikTok and Instagram for news compared to those aged 34–44. Gender also influences platform choice, with men favoring YouTube and Twitch, while women are 13% more likely than men to utilize TikTok for discovery. Despite the prevalence of these platforms, trust remains fragmented; while YouTube is the most trusted, social media platforms like TikTok and X are frequently viewed with skepticism, suggesting that trust resides more in specific creators than the platforms themselves.
Purchasing decisions are primarily driven by familiarity and risk mitigation. Forty percent of gamers prioritize established franchises they already enjoy, and 25% favor games from respected developers. While reviews and influencer endorsements remain influential, cost-related factors such as subscription services and price promotions also play a significant role in the decision-making process. Ultimately, the data suggests that successful game discovery relies on building a presence across multiple social and video platforms while leveraging established brand equity and influencer relationships to overcome consumer distrust.
