7 facts about the 87% of moms who game

While the gaming world is often perceived as a realm dominated by young, predominantly male players, the reality is surprisingly different. A significant 1 in 5 of the gaming population is made up of women with children. This silent majority of mom gamers has been largely overlooked until now, revealing a fresh, untapped demographic for advertisers to engage with. (Source: GlobalWebIndex, GWI Gaming, Q4 2021 - Q2 2023 (Base: Global Internet Users 18+))

Shattering stereotypes, our research shows that a massive 87% of moms are active gamers. These moms aren't just passively dabbling in the gaming world; they're fully immersing themselves, playing across platforms from mobile to tablet, console, and PC. This makes the gaming platform an influential space to reach this consumer group. (Source: GlobalWebIndex, GWI Core, Q3 2022 - Q2 2023 (Base: US Internet Users 18+) Note: Gamer defined as one who uses a device (e.g. console, PC, mobile) to play games)

Gaming moms are not confined to a single platform. From consoles to PCs, 80% of moms are flexing their gaming muscles across devices. They're spending many hours each week playing a wide range of games, from puzzle and action/adventure to racing, shooters, and simulation games. Their multi-platform use opens up multiple avenues for targeted advertising.

Source: Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US Adults 18+)

Gaming is more than just entertainment for mom gamers; it's a powerful bonding tool. Our data shows that 45% of mom gamers feel they can easily relate to their children, compared to 35% of non-gamer moms. And when choosing to game with others, 50% of moms choose to play with their children. This shared interest in gaming creates a unique opportunity for family-oriented advertising that appeals to both moms and their children.

Source: Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US Adults 18+) Note: Difference statistically significant at 90%

Gaming moms are the central figures in household purchasing decisions, wielding power across shopping categories. They also showcase a higher receptiveness to advertising that introduces them to new products. This demographic of gamer moms are mega-consumers who eagerly anticipate their weekly shopping and enjoy investing time in researching and discovering new products or entertainment. This creates numerous opportunities for brands to establish a direct connection with them along their purchasing journey.

Source: Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US Adults 18+) Note: Difference statistically significant at 90%

In the digital age, gaming moms are leading the charge, with 56% displaying a preference for online shopping over traditional in-person methods. This trend presents a golden opportunity for brands to leverage digital advertising for easier conversion and reach moms where they already are—online.

Gaming isn't a fleeting interest for mom gamers; it's a long-term passion. More than half have been gaming for over a decade, showcasing commitment and deep-rooted engagement with the gaming world. This enduring dedication to gaming signifies a stable and engaged audience for advertisers to continue to reach year to year, building lifetime value.

Source: Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US Adults 18+)

The "Gamer Mom" demographic is a potent force in the gaming world, significantly influencing the industry's landscape. Our research debunks the narrow perception of moms as casual gamers, revealing them as an engaged, majority player group that spans across multiple platforms and game genres. Their gaming habits serve as not just a source of entertainment, but also a tool for bonding with their children.

Moreover, as the primary decision-makers in household purchases and with a strong preference for online shopping, gaming moms represent a valuable target audience for advertisers. The fact that a significant number have been gaming for over a decade further underscores their commitment and engagement, making them a steady, reliable audience for brands to connect with.

These insights underscore the importance of recognizing and understanding this gaming audience demographic in all its complexity. For advertisers, this presents an exciting opportunity to rethink their strategies and tap into this influential group, crafting messages and campaigns that resonate with their unique experiences and interests.