Redefining 'gamer' for today’s brands

The term “gamer” has been historically loaded with stereotypes, often portraying young males obsessed with video games. These outdated perceptions were solidified during the early days of gaming, particularly throughout the 1980s and 1990s, when video games were first introduced to the mass market. Back then, gaming was predominantly marketed to young males, and the associated stereotypes stuck.

However, the gaming landscape has dramatically transformed since those early days. Today, the global gaming audience is almost evenly split between men and women, with the average gamer being 36 years old (GlobalWebIndex, GWI Gaming, Q2 2022 - Q4 2023). The rise of mobile gaming, with 87% of the gaming population in the US and UK playing via a smartphone or tablet, and the popularity of casual games like puzzles (60% engagement rate among gamers) have further diversified the gamer demographic. In fact, 86% of all players engage with mobile gaming at least once a week, illustrating mobile's role as a unifying platform across all types of gamers (Activision Blizzard Media, The Many Ways We Play, 2024).

Despite this widespread engagement, the term “gamer” still carries the weight of its historical connotations. This divergence between perception and reality presents a valuable opportunity for advertisers to refine their strategies and better connect with today’s diverse gaming audience.

New research from Activision Blizzard Media (now Microsoft Advertising) reveals that while gaming has become mainstream, less than half (42%) of those who play video games identify as “gamers.” This discrepancy highlights a critical issue for advertisers: many people who engage with video games do not see themselves within the traditional "gamer" identity. This is especially true for players who enjoy casual games, typically on mobile platforms, who might not meet the outdated criteria of what a "gamer" is supposed to be. This finding aligns with a recent study, which shows that mobile-centric gamers, such as "The Late Adopters" and "The Casual Connectors," tend not to identify as gamers despite high levels of gameplay on mobile (The Many Ways We Play, 2024).

Historically, the label “gamer” has been tied to notions of intensity and dedication, often reserved for those deeply immersed in gaming culture. Terms like “hardcore” and “casual” gamer have further segmented the gaming community, with the former often viewed as the “real” gamers—those who invest significant time, money, and emotional energy into gaming. In contrast, “casual” gamers, who may only play mobile or puzzle games, are sometimes dismissed as less serious, despite their significant presence in the gaming population.

Players are more likely to recognize the cognitive benefits of gaming, with 72% agreeing that video games are mentally stimulating, improve concentration, or help develop problem-solving skills. These stark differences in perception underscore the need for brands to bridge the gap in understanding between gamers and non-gamers.

The reality is that today’s gamers are incredibly diverse, spanning different ages, genders, and gaming preferences. While some still adhere to the “hardcore” gamer stereotype, many others do not. Our research shows that gamers define themselves along a spectrum, with varying levels of identification based on factors such as the amount of time spent gaming, the number of games played, and the platforms used.

Interestingly, the use of gaming-specific language—slang and jargon—is one of the strongest indicators of whether someone identifies as a “gamer.” Those who frequently use gaming terms and engage in gaming communities are more likely to strongly identify with the "gamer" label. This points to the importance of social and cultural connections within the gaming world, where language serves as a marker of identity.

This diversity in the gaming audience presents a unique opportunity for brands. Instead of targeting only the stereotypical “gamer,” advertisers should recognize the broader spectrum of gaming identities. By doing so, they can tap into a vast and engaged audience that might not traditionally be considered part of the “gamer” community but is just as valuable.

Understanding the nuanced identity of gamers is more than just an academic exercise; it has direct implications for how brands should approach gaming as an advertising channel. The diversity of the gaming audience means that there are multiple entry points for brands to connect with consumers in meaningful ways. Whether through in-game advertising, sponsorships, or creating content that resonates with different segments of the gaming population, the opportunities are vast.

For example, the premium mobile gaming sector represents a significant opportunity for brands. 73% of players consider mobile games to be high quality, a perception that aligns with an increasing appreciation of mobile gaming as a premium experience (Premium by Design, 2023).

With a predicted 2.85 billion people playing mobile games worldwide in 2024 (Newzoo Global Games Market Report, 2024), brands can reach a broad and diverse audience that is poised for growth. Candy Crush Saga's US players alone average 4.61 game sessions per day, each lasting over 10 minutes, showcasing mobile gaming's potential as a high-engagement platform for brands (Data.AI (formerly known as AppAnnie), Base = Google Playstore Players, US, October 2024). 

As gaming continues to expand, the distinction between gamers and non-gamers will likely blur further. Brands that understand and embrace this shift will be better positioned to engage with an audience that is not only massive but also highly engaged. Gaming offers a unique combination of scale and engagement that is hard to match in other media channels.

The identity of a gamer is no longer confined to the outdated stereotypes of the past. As gaming continues to evolve and expand, so too does the definition of what it means to be a gamer. For brands, this evolution presents a golden opportunity. By understanding and embracing the diversity of the gaming audience, advertisers can create more effective campaigns that resonate with a broader range of consumers.

In a world where gaming is rapidly becoming one of the most popular forms of entertainment, brands that invest in understanding this space will not only stay ahead of the curve but also unlock new avenues for growth and engagement. Gaming offers a unique combination of scale and engagement that is hard to match in other media channels, especially when considering that mobile gaming serves as a major point of entry for players worldwide. The future of gaming is bright, and the brands that recognize its potential will be the ones that thrive.