Why We’re Redefining Gamers

Key insights

6 takeaways

01
The term 'gamer' is no longer a useful demographic label because gaming has become as ubiquitous as social media or television, necessitating a shift toward segmenting by subcultures and specific motivations.
02
Mobile gaming has driven mass adoption across diverse demographics, with 74% of both male and female internet users playing games on smartphones, effectively closing the gender gap found in console and PC gaming.
03
Gaming participation has surged across older demographics, with 55-64 year-olds increasing their mobile gaming engagement to 45% and their PC/laptop usage to 35% as of mid-2020.
04
Gaming subcultures are highly tribal, requiring tailored marketing strategies; for example, 33% of 'Endless' series players value community-focused brand engagement, compared to only 20% of 'Plants vs Zombies' players.
05
Habitual gamers are more likely to be motivated by social interaction (32%) than the general gaming population (19%), with male habitual gamers showing a higher propensity for social play (35%) than their female counterparts (26%).
06
Casual gamers are significantly more sensitive to advertising and costs than habitual players, with 48% of casual mobile gamers insisting on minimal ad presence and 71% prioritizing free-to-play models.

Summary

The gaming industry has reached a level of ubiquity comparable to television, necessitating a shift away from the outdated, monolithic label of "gamer." As of mid-2020, 87% of global internet users engage in gaming, a significant rebound from a pre-2019 decline. This growth is largely driven by mobile accessibility, which has successfully bridged gender and age gaps. For instance, female participation among 16-24-year-olds has reached parity with males at 92%, while engagement among the 55-64 demographic has risen to 67%.

The analysis, based on GWI core survey data and custom research conducted in the UK and U.S. during July 2020, argues that blanket marketing strategies are no longer effective. Because gaming now encompasses diverse subcultures with distinct motivations, brands must move beyond broad demographics. The research highlights that players of specific franchises, such as the community-oriented Endless series versus the more individualistic Call of Duty base, require tailored communication strategies that respect their unique cultural values and engagement preferences.

Furthermore, the distinction between casual and habitual gamers is critical for advertising efficacy. While casual gamers represent a massive 48% of the UK and U.S. internet population, they are generally more sensitive to intrusive advertising and costs. Conversely, habitual gamers—who make up 19% of the population—are more likely to engage with social features and tournaments. By segmenting audiences based on these underlying motivations rather than the generic "gamer" tag, brands can better navigate the $250 billion gaming market, ensuring that outreach efforts are both relevant and brand-safe.