The lockdown has introduced a new generation of gamers. In fact, it is being said that there are now as many gamers as there are people who watch TV. That can only mean one thing: brands now have a new potential audience group they can reach. But brands and advertisers need to first understand more about their audience before they reach them. Market research company Global Web Index (GWI) released a new report that provides an audience profile on the digital attitudes and behaviors of the six types of gamers. Below are the insights –
The six gamer personas
Gaming personas are still largely male-dominated. Only mobile-only gamers – those who don’t play on computers, handheld devices or consoles – have a higher ratio of females to males. The other five personas all have a similar ratio of around 60% males.
ATTITUDES AND INTERESTS
While all gaming personas tend to be most interested in globally-liked topics such as music, technology, film/cinema, and food/drink, their most distinctive interests reveal important differences.
THE ONLINE PERSONA
Influencers consume a lot of media per day in total since engaging with online content makes up a large part of their interests and lifestyle. This group watches the most linear TV and online TV (4 hours 34 minutes in total), and are the only group where online TV consumption matches or exceeds broadcast TV.
THE PURCHASE JOURNEY
For product research, micro-blogs stand out for all gamer types apart from mobile-only gamers. Micro-blogs, like Twitter, do well to combine the word-of-mouth branding that resonates well for gamers generally, with the transient, easily-digestible nature of tweets and short-form blog posts.
There is a great demand for brands to be eco-friendly and socially responsible, across all six gamer types.
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