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Key Insights into American Gamers

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Jun, 2022 © Newzoo 2022
Consumer Insights –Games & Esports
• Global coverage with
• Dozens of KPIs including more than 200 variables capturing
• surveyed on their gaming behavior and attitudes
• , including funnel metrics and audience profiles
• Easy -to -use access
JAPAN MEXICO BRAZIL ARGENTINA CHILE COLOMBIA AUSTRALIA NEW ZEALAND CHINA
INDIA SOUTH KOREA THAILAND TAIWAN INDONESIA VIETNAM MALAYSIA PHILIPPINES SINGAPORE
POLAND UNITEDSTATES CANADA UNITED KINGDOM GERMANY FRANCE SPAIN ITALY RUSSIA
SOUTH AFRICA NETHERLANDS BELGIUM SWEDEN FINLAND TÜRKIYE EGYPT SAUDI ARABIA UNITED ARAB EMIRATES
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© Newzoo 2022
Welcome to the our free market insights report series!
Gaming is among the world’s biggest entertainment and media platforms. An in -depth understanding
of the complex gaming landscape is crucial to identify the most valuable opportunities gaming
audiences have to offer. This understanding is not only important for game publishers and developers
but also for any company wanting to reach and authentically engage with the broadest and most
diverse subset of the world’s population.
In each of these insights reports we will dive into one of the markets covered in our Consumer
Insights -Games & Esports research which covers 36 diverse markets around the globe. This series of
reports will include some high -level takeaways from this research along with insights taken from our
Global Games Market Report and Newzoo Expert .
The data contained in these reports is a snapshot of the much broader scope of data we cover on
global gamers. Please contact us if you would like to learn more about Newzoo Consumer Insights –
Games & Esports or any of the other products covered in this report.
We hope you enjoy the report!
, Head of Consumer Insights
Newzoo

• Players and Revenues in 2022
• Gaming Engagement
• Playing and Viewing Behavior
• Gaming Persona Distribution
• Demographics and Motivations to Play
• Platform Play Behavior
• Top Games & Genres
• Payers and Paying Motivation
• Looking for More Gamer Insights?
• About Newzoo
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in the world
in the world
Newzoo Global Games Market Report
Market estimates and forecasts are included for markets/countries.

© Newzoo 2022
1Game Enthusiasts are consumers who engage with
gaming through playing, viewing, owning, and/or
social behavior
2Other gaming engagement includes visiting online gaming communities, discussing video
games with family and friends, listening to gaming podcasts, and attending large in -person
gaming conventions
Consumer Insights –Games & Esports 2022
Total online population aged 10 -65 aged 10 -65
(n=3,054)

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Only Viewing
Playing &Viewing
Consumer Insights –Games & Esports 2022
Total online population aged 10 -65 (n=3,054)
TotalPlayers TotalViewers EsportsAudience EsportsEnthusiasts
Viewers are those that watch live -streamed or pre -recorded gaming video content in the past 12 months
Esports Audience are those that watch professional competitive gaming (esports) video content in the past 12 months
Esports Enthusiasts are those that watch gaming (esports) video content once a month or more
While playing continues to be the
#1 way to engage with games,
most American Game Enthusiasts
are also viewing gaming content.
There are many different ways to
view gaming content, from
following your favorite streamers
to watching game play tips and
tricks and, of course, esports.
A whopping 18% of the American
online population has watched
esports in the past 12 months.
And, half of these Esports viewers
do so on a monthly basis.
While esports is still growing in
participation and viewership, it’s
clear that this is not a niche
pastime in the US. Only Playing

© Newzoo 2022
Newzoo’s proprietary gamer segmentation wherein playing, viewing, owning, and socializing/other gaming
engagement are the four main dimensions for classification
As gaming continues to expand its reach, gamers
themselves become a more diverse and varied group.
True to its name, Mainstream Gamers are one of the
most common personas in the US, alongside Time
Fillers. Despite similarities in size, these two groups
demonstrate how varied gamers can truly be.
Mainstream Gamers invest significant time both playing
and watching games, while Time Fillers take a more
casual and playing -exclusive approach to the pastime.
Gaming Persona Distribution in the US
Consumer Insights –Games & Esports 2022
Total online population aged 10-65 (n= 3,054 )

© Newzoo 2022 Consumer Insights –Games & Esports 2022 Those who have played video games on a PC, console, or mobile in the past 6 months (n=2,203)
10-20 21-35 36-50 51-65
Male Female Non -Binary/Other

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% Past 6 months players
Total online population aged 10-65 (n= 3,054 )
Consumer Insights –Games & Esports 2022
27% 48% 39%
Mobile Console PC
Base: Players of each platform
(Past 6 months)
Mobile players (n=1,530); Console players (n=1,178); PC players (n=870)
5h 19mins 4h 57mins 5h 44mins
Mobile Console PC

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Newzoo Expert –April 2022
PC, PS4, PS5, Xbox One, Xbox Series X|S
Want more in -depth games data like

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Consumer Insights –Games & Esports 2022
Those who have played video games on aPC, console, or mobile in the past 6months (n=2,203 ), Total payers (past 6months) (n= 1,540 )
Play with friends or family
For a sale / special offer / good price
Unlock extra / exclusive playable content
Be able to compete with others
Advance quicker / easier in the game
Base: Total Payers (past 6 months) Base: Players (past 6 months)
With socialization a top motivation to
play games in the US, it’s no surprise
that 30% of Payers are spending money
in order to play with friends or family.
Yet, this is not the only reason gamers
are spending money on the category:
Enticing sales, unlocking content,
competition, and easier advancement
are all top reasons for gamers to pull out
their wallets.
Unlock the
of gamers in 36
key markets . 1Payers :Past 6months players who, on average, spend money on amonthly basis on games on aPC, console, or mobile device . Spending money includes gifts, downloadable content, subscriptions, and other micro – transactions .

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Profile Gamers in your Target Markets with the Most Comprehensive Games Research Based on 75,000+ Consumers
JP
NL
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BE AU
DE
CA
FR FI
UK US TW
PL
NZ
SE SG
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KR
ID
TH
VN
PH MY
IN
ZA
BR
MX
TR
SA
AE AR
EG CL CO CN
RU
Markets
Metrics tracked Consumers Surveyed Game Franchises
Covered
A Residential Developed Approach methodology is used in AR, BR, CL, CN, CO, EG, IN, ID, MY, MX, PH, RU, SA, ZA, TH, TR, AE, a nd VN. The results for these markets are representative of active internet users in residential developed areas in respective countries/markets. InCN results are representative of the population in Tier 1 and 2 cities.
Years of Gamer Research
experience
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Global, regional, market key metrics
Market sizing, trends, forecasts
Trends, Market Sizing, Forecast Data Games & Market Engagement Data
Covers 100+ metrics for Thousands of Games
on PC, Console, and Mobile, including MAU, DAU,
Lifetime Players, Revenues, Viewership
Player Demographics & Psychographic Data
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Over 75,000* consumers surveyed worldwide
Motivations, drivers, playing behavior
*Based onConsumer Insights -Games &Esports 2022