Snapshot: Key insights about today’s diverse players

The gaming landscape is a diverse and dynamic space where billions of players find connection and engagement. Our latest research into player identities, "The Many Ways We Play: A New View of Game Players", explores mobile gaming's role and advertising receptivity, offering advertisers a nuanced view of these unique and multifaceted consumers. It’s no longer enough to know that there are 3.4 billion players worldwide—not without respecting the numerous, overlapping entry points into this complex, growing ecosystem. Gaming is not monolithic, and these insights not only shed light on gaming’s current dynamics but will also help brands develop resonant strategies for engaging with players.

Here are a few of the most important things to know about the gaming audience:

Delving deeper into the habits and preferences of today’s diverse player community, we’ve mapped out the extensive landscape where players of all types converge—whether by consoles, PCs, handheld platforms, or smartphones. This data-driven approach illuminates the paths game players take to feel engaged, highlighting how integral gaming has become to daily life and how it intersects with various lifestyle and entertainment choices.

Our research opens up new opportunities and ways of thinking for brands aiming to reach the player community. Understanding their identities and their main activities, such as mobile gaming, allows for the creation of more effective and welcomed advertisements. By tapping into gaming as a means of relaxation and social connection, brands can transform their messages into valuable parts of players’ experiences.

This approach fosters stronger, more meaningful connections with players, leading to remarkable results for brands.