New gamer research shows that 80% of consumers play video games
How many people play video games? Gaming remains a vital pillar of the media and entertainment landscape. Vast numbers of players across every generation turn to games to unwind, connect, and express themselves.
While the ecosystem may be more competitive than ever – average monthly playtime has declined since Q1 2021 – there are still many dedicated PC and console gamers out there looking for that next engaging experience.
Beyond the share of gamers among consumers, the question more precise becomes: how do you identify and reach the gaming audiences that match what you’re creating?
This year’s Global Gamer Study seeks to answer all these questions. In gathering data for this year’s consumer research, we focused especially on player and payer motivations, exploring what drives consumers to choose and spend. We compiled a few crucial findings in our latest report: How consumers engage with games today.
Download the free preview now to see what’s inside the Global Gamer Study this year.
How many people play video games? Over 80% of consumers
Video games are more prominent as a force in media and entertainment than they’ve ever been.
Across more than 73,000 consumers worldwide, 85% engage with games in one way or another, 64% view gaming content, and 35% engage in other ways, such as listening to gaming podcasts, following esports, discussing games in online communities, creating content, and a whole lot more. Most importantly, 80% of consumers play video games.
What happens when you break this down by generation? Consumers across every generation prefer to play games over other types of engagement, though when you zoom in on younger generations, the desire to view content and engage in other ways rises significantly.
The digital-first or digital native generations interact with games in more diverse ways than consumers who grew up with games as a medium you only (or mostly) play.
For these younger consumers, spanning Millennials and Gen Alpha, gaming is increasingly woven into their everyday lives. And many of these consumers will continue to engage in their varying ways as they grow up and present gaming to subsequent generations.
Adventure is the most popular genre among Gen Alpha, Gen Z, and Millennial players
We know that playing games is immensely popular – 50% of Baby Boomers play games, and that’s the lowest play stat among the generations – but what types of games are most popular?
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When asked what genres players played on any device in the past six months, the Adventure genre was the most frequent answer among Gen Alpha, Gen Z, and Millennials. Approximately a third of Gen X players popped in an Adventure title in this period.
Gen Alpha and Gen Z players are most likely to play Adventure, Fighting, Racing, and Shooter games, with Adventure indexing the highest and Puzzle games appealing more to older generations of gamers.
Genre is only one dimension for judging a generation’s average gaming preferences. For added context, you can also look at the most popular franchises for a given generation. Gen Z’s top franchises are quite illuminating.
Many of Gen Z’s favorite franchises serve different needs and transcend single genre definitions, with many modes, mini-games, and other side tasks. Franchises that do fit a bit more neatly into one genre (or several very similar ones) range from relatively serious adult-themed games to virtual playgrounds aimed at younger kids.
On this latter point, there are many factors at play: Gen Z comprises teens to people nearing 30 years old, which supports Minecraft‘s inclusion on the same list as Call of Duty and Grand Theft Auto (to say nothing of their industry prevalence overall). Most likely, many Gen Z players are only digging into Minecraft, while others are Call of Duty or bust-style gamers.
Despite this, Gen Z’s favorite games clearly showcase how important the social element is for these players.?
Open worlds and deep storytelling are the most popular play motivators for PC or console players
What motivates PC or console players beyond genre or franchise preference?
Vast open realms and engaging stories are currently the most popular motivators for playing games among PC or console players. Games that offer these elements, whether via a true open world, narrative elements that suggest one, or choices that impact the story, already have huge potential audiences.
On the flip side, over 50% of PC or console players were swayed by dueling one another and cooperating on shared goals (especially younger players). Not every game has to have a sprawling story or unique PvP mechanic, but it’s clear that these types of motivations can help a game stand out in a crowded market (or at least survive).
Within the PC or console player group motivated by deep or interesting stories, you also see that 68% of them find inclusive storytelling and cultural representation important. Enough so that it may sway whether they choose one game over another. This figure rises to 73% when you focus only Gen Alpha players.
Motivations also vary a bit by generation. Younger players tend to be more motivated by competitive and cooperative elements of games, especially if they are social. Over 70% of Gen Alpha players are motivated by facing off against other players in duels or matches, with that number nearing 60% for Gen Z, while shared objectives motivate 68% of Gen Alpha.
Source: Newzoo's Global Gamer Study surveys over 73,000 consumers across 36 markets every year to provide insight into gaming trends, player behaviors, and spending patterns.