The 2025 guide to US gaming audiences

FROM DATA TO PERSONAS:
THE 2025 GUIDE
TO US GAMING
AUDIENCES
IN PARTNERSHIP WITH

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
CONTENTS
2
Introduction
from Itamar Benedy
1
Game Genres vs.
the Gamer Population
5
5 Key Takeaways:
What You Need To Know
2
Closing Remarks 6
Methodology
& Data Sources
3
Beyond the Stereotypes:
Gamers vs. the Online Population
4 8
19
36
3
4
5

The US Audience Report
INTRO
At Anzu, we believe the future of gaming and advertising depends on understanding the real people
behind the screens. That’s why we created this report: to challenge outdated assumptions and bring
fresh, data-driven clarity to who gamers are today.
The landscape has shifted dramatically. Gaming now reaches across generations, lifestyles, and
interests —connecting millions in ways unimaginable just a few years ago. Our findings show that gamers
are as likely to be parents, professionals, or retirees as they are teens, and nearly half are women. Gaming is
now a social and family activity, not a solitary pastime.
We discovered that gamers are spenders with real purchasing power, valuing quality and convenience in
everything from groceries to entertainment. Their interests stretch far beyond gaming itself, encompassing
business, finance, education, sports, and pop culture.
This moment is pivotal. With so much change in how, where, and why people play, brands and developers
need actionable insights to engage meaningfully and responsibly. Our goal is to help everyone, whether
you’re building games, planning campaigns, or investing in new platforms, to see the full picture and make
smarter decisions.
The data in this report is more than numbers; it’s a window into the evolving habits, values, and aspirations
of the gaming audience. We’re excited to share it with you now, as the industry stands at the crossroads of
innovation and opportunity.
Itamar Benedy, Co-Founder & CEO, Anzu
At Anzu, we believe the future of
gaming and advertising depends
on understanding the real people
behind the screens. That’s why we
created this report: to challenge
outdated assumptions and bring
fresh, data-driven clarity to who
gamers are today.
The landscape has shifted
dramatically. Gaming now reaches
across generations, lifestyles,
and interests — connecting millions
in ways unimaginable just a few
years ago. Our findings show that
gamers are parents, professionals,
women and retirees, not just teenage
boys.
3
Gaming is now a social and family
activity, not a solitary pastime.
We discovered that gamers are
spenders with real purchasing
power , valuing quality
and convenience in everything
from groceries to entertainment.
Their interests stretch far beyond
gaming itself, encompassing
business, finance, education,
sports, and pop culture.
This moment is pivotal. With so
much change in how, where, and why
people play, brands and developers
need actionable insights to engage
meaningfully and responsibly. Our goal is to help everyone,
whether you’re building games,
planning campaigns, or investing
in new platforms, to see the full
picture and make smarter decisions.
The data in this report is more
than numbers; it’s a window into
the evolving habits, values,
and aspirations of the gaming
audience. We’re excited to share
it with you now, as the industry
stands at the crossroads of
innovation and opportunity.
ITAMAR BENEDY
Co-Founder & CEO, Anzu

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
FIVE KEY TAKEAWAYS: WHAT YOU NEED TO
KNOW
4
Gaming is a social
and family activity.
Gamers over-index for higher education, marriage,
and larger households,
showing that play often
happens in family or group settings.
Gamers are spenders
with real
purchasing power.
They’re more likely to have
discretionary income and invest in lifestyle and entertainment, not just save.
Interests go well
beyond gaming.
Gamers are passionate about everything from business, finance, and education to
sports, pets, and pop culture.
Gaming
is mainstream.
Many players don’t even
identify as “gamers”. They
just enjoy games as part of
a broader, everyday lifestyle.
The real gaming
audience shatters old stereotypes.
Today’s gamers are diverse, cross-generational,
and nearly evenly split by
gender. Far from the “young male loner” cliché.
1 3 5
4 2

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
INDEXING METHODOLOGY & DATA SOURCES
This report compares
the demographic profile of all gamers
against the national baseline and
genres against the gaming baseline, to
identify over or under-indexing groups.
Anzu has hundreds of games in its
inventory with the ability to reach
hundreds of millions of gamers, data
across these users were used in
this report in partnership
with Semcasting.
The data is at the household level
representing who is in a given
household, demographic data is
represented by device-level data.
5
An “index” of 100 means the genre’s
audience share in that segment equals
the segment’s share in gaming.
An index above 100 indicates the genre
over-indexes (higher representation
than baseline), while below 100 indicates
under-indexing. The national baseline
is derived from the Nationwide data
file, representing the total US
audience distribution.
All genre-specific figures come from
Semcasting reports. We examine each
segment category (Age, Gender, Location,
Digital Activity, Political Party, Income,
Net Worth, and Number of Children),
including tables of comparative indices
where applicable, and highlight notable
skews in each segment. Sources: Demographic
data for gamers and
genres is from
Anzu/Semcasting
audience reports (July 18,
2025), compared against
national distribution
from Semcasting’s
nationwide
baseline dataset.

The US Audience Report
UNDERSTANDIN
G THE CHARTS
PRESENTED
Charts like these show how much
more or less likely Anzu users are to
fall into a given audience segment
compared to the overall online
population (index baseline = 100). In this example, Anzu users
over-index in income ranges
between $51K–$250K , meaning
they are more concentrated in
these brackets relative to the
average online user. They
under-index in the lowest (89 18-22
85
Age Ranges in Household
More Likely
Less Likely
Gamer Ages in Household vs General Online Population
Gamer Genders in Household vs General Online Population
Female
45%
Unknown
3%
Male
52%
The graph represents
household data. On a player
level, Anzu games over index in the 18-44 age range.
IMPORTANT
METHODOLOGY NOTE:
This data represents the ages
and genders present in
households where gaming is
happening. When looking at
a player level vs household
level we see a greater over
indexing in the 18-44 age
range and an under indexing
for 45+. The gender split is
consistent across the player
level and household
level methodologies.

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
GAMERS ARE MORE EDUCATED
& FAMILY ORIENTATED
Although one
third of gamers are married,
they are still
more likely to be married than the general
population. Though the majority of gamers
finished
education at high school,
they over index on higher
education
compared to the general
population. Most gamers
have one child, but over index on larger families
compared to the general
population.
Gamers are not the idle loners they’re often made out to be. Compared to the general online population, they are more likely to have completed higher
education, to be married, and to live in larger family households. This suggests that gaming is often a family or social activity, rather than a solitary one.
10
Though the majority of gamers finished
education at high school, they over index
on higher education compared to
the general population.
Gamer Education Level
vs General Online Population
Index
Baseline
105
110
115
High
School Some
College College Degree Graduate Degree
90
95
More Likely
Less Likely
Gamer Marital Status
vs General Online Population Children in Gamer Households
vs General Online Population
Although one third of gamers
are married, they are still more
likely to be married than
the general population. Most gamers have one child, but  over index on larger
families  compared to the general population. However,
the underlying data shows that less than 10% of gamer
households have three or more children .
Index
Baseline
105
110
115
Married Single
90
95
More Likely
Less Likely
10
120
130
1 2
90
Index
Baseline
3 4 5 6 7 8 0
140
More
Likely
Less
Likely

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
GAMERS ARE MID
TO HIGH INCOME
EARNERS
11
While the majority of gamers earn
$26k-$100k, in line with the overall
population, they are more likely
to be middle income earners .
Gamer Income Ranges
vs Overall Online Population
Index
Baseline
105
110
115
90
95
More Likely
Less Likely
26K-
50K 51K-75K 76K-
100K 101K- 125K 126K- 150K 151K-175K 176K-200K 201K- 250K 1K-
25K 251K-
300K 301K- 500K
85
Income Range
11

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
GAMERS ARE SPENDERS, NOT SAVERS
Although one
third of gamers are married,
they are still
more likely to be married than the general
population. Though the majority of gamers
finished
education at high school,
they over index on higher
education
compared to the general
population. Most gamers
have one child, but over index on larger families
compared to the general
population.
When it comes to finances, gamers stand out as spenders. They’re focused on spending rather than saving or building assets. While most gamers are in line
with national income averages, they over-index in discretionary income, showing a willingness to spend on lifestyle and entertainment.
12
While the majority of gamers have $50k-$500k of
discretionary income, they over-index in the $100k-$1m
ranges vs the population.
Gamer Discretionary Income
vs General Online Population Gamer Net Worth
vs General Online Population
Whilst the majority of gamers are in the 1M 0K 80 10M 2.5M- 5M 5M-
10M
More Likely
Less Likely
More Likely
Less Likely

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
GAMERS HAVE
BROAD INTERESTS
Gamers’ interests extend far beyond
gaming itself. They over-index across
all major IAB interest categories, with
notable strengths in automotive,
business and finance, education,
and family topics.
Interestingly, their interest in video
gaming as a category is lower than
you might expect. Many are casual
players who may not even identify
as “gamers.”
13
Automotive
Books & Literature
Business & Finance Careers
Education
Events & Attractions
Family & Relationships Fine Art
Hobbies & Interests Food & Drink
Healthy Living Music & Audio
Home & Garden Movies
Medical Health Pets
Personal Finance Pop Culture
News & Politics
Religion & Spirituality Style & FashionShoppingScience
Video Gaming Real Estate Sports
Television
Tech & Computing Travel
120 140 160 180
Gamer’s Interests
vs All Online Consumers
Index
Baseline

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
GAMERS VALUE
GROCERY QUALITY
OVER PRICE
Unlike the stereotype of
bargain-hunting shoppers, gamers
show a distinct preference for
premium grocery stores, valuing
quality over price.
They tend to shop in-store more often
and are less likely to visit discount
chains, reflecting a broader trend
of urban and suburban,
higher-to-middle-income households.
14
Gamer’s Grocery Store Visitation
vs All Online Consumers
120 140 160 180
Premium / High-End
Mainstream / Mid-Range
Discount / Price-Focused
Index
Baseline

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
GAMERS LOVE
CASUAL DINING &
FAST FOOD
Dining habits reveal that gamers
over-index for both casual dining
and fast food, with a slight
preference for casual dining.
Popular choices include TGI Fridays
and KFC, hinting at a mix of
suburban families and urban young
professionals. Their outside dining
habits align with the higher
discretionary income seen elsewhere
in the data.
15
Gamers Dining Options
vs General Online Population Casual Dining
Fast Food
125 150 175 200 Index
Baseline

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
GAMERS ARE
COFFEE LOVERS
Coffee culture is strong among
gamers, who visit coffeehouses more
than the general online population.
They show a preference for
mainstream and specialty coffee
shops like Tim Hortons and Gloria
Jean’s, while being less drawn to
global giants like Starbucks.
This fits the broader profile of gamers
as spenders who appreciate quality
and variety.
16
Gamer’s Coffeehouse Visitation
vs All Online Consumers
120 140 160 180 Index
Baseline

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
GAMERS PREFER
CONVENIENCE &
VALUE FROM GYMS
Gamers are more likely to visit gyms
than the average online user, but
convenience and value are key.
They gravitate towards
budget-friendly and convenience
gyms rather than premium or
full-service options, suggesting that
fitness is something they fit around
their lives rather than a central focus.
17
Gamer’s Gym Visitation
vs All Online Consumers
Index
Baseline 110 120 130 140

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
GAMERS ARE
OUTDOOR
ENTHUSIASTS
The data dispels the myth of gamers
as inactive. Gamers over-index in
visits to outdoor and sports retailers,
showing a real enthusiasm for
activities like camping, fishing,
and sports.
This also points to a trend of
family-oriented, active lifestyles
and a preference for quality
and style, especially among
younger gamers.
18
Gamer’s Sports Retail Visitation
vs General US Online Population
120 140 160 180 Index
Baseline

GAME GENRES VS
THE GAMER POPULATION
19

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
Where to find Action Gamers…
■Utah
■ Texas
■ Iowa ■Alaska
■ New York
Over-Index States
81 INDEX 122
ACTION GAMERS
ARE A  HIGH VALUE
&  DIVERSE AUDIENCE
Demographics
Male skew; peaks
at 18–22 and 50–59
ACTION GAMERS
Spending Power
Over-index at
$100k+ and $500k+
Food & Drink
Mainstream fast food;
Starbucks / Dunkin’
Households
Larger family units,
kids at home
Shopping
Online-first,
delivery reliant
Interests
Sports, politics,
finance, travel, tech
These gamers skew more male
and cluster around two life stages:
younger players (18–22) just starting
out, and older, affluent players (50–59)
with established households.
Across both groups, Action gamers
are convenience-driven , relying on
online shopping and delivery,
and show strong spending power ,
especially at the top end.
Their shared passions range from
sports and politics to business,
finance, travel, and technology, with
a strong preference for mainstream,
easy-to-access brands in food, retail,
and services.
20 The US Audience Report | Source: Anzu & Semcasting Q4 2025.

The US Audience Report
ACTION PERSONAS
| Source: Anzu & Semcasting Q4 2025.
AFFLUENT ACTION
STRATEGIST
50–59, MALE
BRAND FIT
D a v i d
■ Established career ; large
household , often not
the primary grocery shopper.
■ Prefers mid-to-premium grocery
chains like Publix and Kroger .
■ Heavy reliance on online shopping;
fast food for convenience.
■ Low gym and coffeehouse use, but
value-led when he does. ■Student or early career ; often
single or in shared housing.
■ Relies on delivery apps and
mainstream fast food like
McDonald’s , Taco Bell,
and  Subway .
■ Rarely in gyms or coffee houses,
but when he is, picks budget or
mainstream options like Crunch
Fitness or Starbucks .
COMPETITIVE
ACTION GAMER
18–22, MALE Young, value-driven, and
lives for convenience. Affluent,
efficiency-first,
and family-focused.
M a r c u s
21
BRAND FIT
Delivery apps QSR chains
Affordable Tech/Gaming Hardware
Mainstream apparel
Premium travel
Financial services
Mid-to-high tier grocery
Realestate
Tech

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
Where to find Arcade Gamers…
■Mississippi
■ West Virginia ■Alabama
■ South Carolina
■ Kentucky
Over-Index States
66 INDEX 154
ARCADE GAMERS ARE
CROSS-GENERATIONAL
&  LIFESTYLE-DRIVEN
Demographics
Balanced gender split;
peaks at 18–29 and 60–69
ARCADE GAMERS
Spending Power
Lower income ($1–75k);
value-driven
Food & Drink
Strong QSR + casual
dining habits
Households
Larger/multi-generational;
kids at home
Shopping
Preference for
in-person retail
Interests
Business & finance, education,
books, automotive, sports
Arcade gamers cluster around two life
stages; younger (18–29) and older
(60–69) adults. They are slightly more
educated than the average gamer,
often living in larger or
multi-generational households
with children .
Financially, they lean toward lower
household incomes ($1–75k), making
them value-conscious , but they still
invest in lifestyle categories like
dining, groceries, and fitness.
Geographically, they over-index in
Southern and Appalachian states ,
where community and family ties
shape consumer habits.
22

The US Audience Report
Tech/Gaming hardware
ARCADE PERSONAS
| Source: Anzu & Semcasting Q4 2025.
BRAND FIT
QSR/Fast casual dining
Sneaker & sportswear brands
Affordable gyms
V i c t o r
■Later career or retirement ; often in
multi-generational households with
kids and grandkids.
■ Shops at mid-to-premium grocery
stores like Wegmans , Kroger,
and  Giant Eagle .
■ Higher restaurant visitation, especially
casual family dining like Ruby Tuesday,
Waffle House , and TGI Friday’s .
■ Enjoys outdoors & recreational
shopping at places like Bass Pro
Shops  and Camping World . ■College student or early career ,
often single but in family or
roommate households.
■ Prefers in-person shopping ,
especially sneakers, sportswear,
and electronics.
■ Eats frequently at fast food places
like KFC , Papa Johns , and Church’s
Chicken .
■ Active in gyms like Planet Fitness
and LA Fitness .
Social, value-conscious,
and style-driven.
Community-oriented,
quality-focused,
and family-driven.
E m i l y
23
Automotive services
BRAND FIT
Outdoor/Camping retailers
Grocery Financial literacy
Bookstores
Fitness/Wellness
Casual dining
Retirement services
THE ARCADE
NOSTALGIC
60–69, MALE/FEMALE THE YOUNG ADULT
ARCADE PLAYER
18–29, MALE/FEMALE

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
Where to find Casual Gamers…
Over-Index States
85 INDEX 125
CASUAL GAMERS
ARE BROAD
&  FAMILY-DRIVEN
Demographics
Dual peaks at 23–29 and 70–79;
balanced gender mix
CASUAL GAMERS
Spending Power
Lower income ($1–100k);
modest net worth
Food & Drink
Fast food focus;
McDonald’s most popular
Households
Family-oriented; typically 1–2
children, some large households
Shopping
Reliant on delivery;
value-seeking retail
Interests
Pets, pop culture,
gaming, politics, news
Casual gamers are
a cross-generational audience ,
with peaks among younger (23–29)
and older (70–79) adults.
They are slightly more educated than
average gamers, over-indexing on
graduate degrees, while household
and family dynamics align closely
with the overall gaming norm.
Economically, they lean toward lower
incomes ($1–100k) and modest net
worth (<$25k–$150k), making them
budget-conscious but engaged
across everyday categories.
24
■ Kentucky
■ Mississippi
■ West Virginia ■Iowa
■ Arkansas

The US Audience Report 25
Budget gyms
CASUAL PERSONAS
| Source: Anzu & Semcasting Q4 2025.
BRAND FIT
Fast food
Mainstream coffee chains
Sports apparel
E l e a n o r
■Retired , seeking entertainment
and mental stimulation
through gaming.
■ Lives in smaller or
multi-generational households ;
often supports grandchildren.
■ Mid-lower income ( $50–100k),
modest net worth ( $50k–150k).
■ Engages with pets, books ,
and  politics .
■ Occasional visits to Starbucks
or  Tim Hortons . ■Balancing work, social life, and casual
gaming; often with 1–2 children.
■ Lower income ( $1–50k), limited
net worth ( <$25k).
■ Relies heavily on delivery and online
shopping for food and groceries.
■ Eats fast food on-the-go, with
McDonald’s as a staple. Shops at
Academy Sports or Dick’s Sporting
Goods , often for kids’ sports gear.
■ Gym visits rare; when they go,
Planet Fitness is the choice.
Early career,
socially engaged,
and convenience-first.”
Retired, family-oriented,
and practically minded.
O m a r
Delivery apps
BRAND FIT
Delivery services Family retailers
Value-based grocery/Dining
Financial planning
THE CONNECTED
GRANDPARENT
70–79, MALE/FEMALE THE BUDGET-
FRIENDLY YOUNG
PROFESSIONAL
23–29, MALE/FEMALE
Pet care

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
Where to find Music Gamers…
■Hawaii
■ Alaska
■ Mississippi ■Texas
■ Arkansas
Over-Index States
74 INDEX 140
MUSIC GAMERS
ARE  DIVERSE
&  CULTURE-FOCUSED
Demographics
Peaks at 18–29, 70–79, and
89+; balanced gender split
MUSIC GAMERS
Spending Power
Lower-to-mid income ($1–100k);
modest net worth ($25k–150k)
Food & Drink
Strong sit-down dining;
Sizzler over-index
Households
Mostly average size; some very
large families (6–7 kids)
Shopping
Primary grocery shoppers;
active in retail
Interests
Automotive, books, business &
finance, home & garden, fine art
Music gamers span multiple life
stages , with notable peaks among
younger adults (18–29), older adults
(70–79), and even those over 89.
Gender balance aligns with the
overall gaming average, while
education skews lower, with an
over-index on high school education .
Household dynamics are typical,
though there is a small over-index on
very large families (6–7 children).
Financially, they lean toward
lower-to-mid incomes ($1–100k)
and  modest net worth ranges
($25k–150k).
26

The US Audience Report
Quick-service restaurants
MUSIC PERSONAS
| Source: Anzu & Semcasting Q4 2025.
BRAND FIT
Affordable tech
Automotive accessories Streaming services
F r a n k
Cultural, expressive,
and socially engaged.
Family-oriented,
community-driven,
and lifestyle-conscious.
A y r a
27
Mainstream apparel/Footwear
BRAND FIT
Grocery Home & lifestyle brands
Healthcare & wellness
THE CULTURAL
GRANDPARENT
70–79+, MALE/FEMALE THE YOUNG MUSIC
ENTHUSIAST
18–29, MALE/FEMALE
Family dining chains
Financial planning services
■ Retired or late career ; with children
or  grandchildren .
■ Mid-range income ; invests in quality
essentials and experiences.
■ Interests span books, fine art , home
& garden , business & finance .
■ Often the   primary grocery shopper .
■ Prefers sit-down restaurants
and social dining occasions.
■ Shops cultural and lifestyle retail,
with a focus on practicality
and  value . ■Early career or student , often
single; small households common.
■ Lower-to-mid income but active
in lifestyle categories.
■ Drawn to pop culture , music,
gaming , and social activities .
■ Relies on mainstream brands .
■ Eats at fast casual chains or orders
delivery for convenience.
■ Invests in tech, apparel ,
and  entertainment .

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
Where to find Racing Gamers…
■Washington
DC*
■ Georgia
■ New York ■Texas
■ North Carolina
Over-Index States
77 INDEX 111
RACING GAMERS
ARE  YOUNG ,
GLOBAL  & POLARIZED
IN SPENDING
Demographics
Peaks at 18–39, 50–79, and
89+; balanced gender split
RACING GAMERS
Spending Power
Split between low income
and ultra-high net worth
Food & Drink
Favors fast food;
McDonald’s, Subway, Taco Bell
Households
Smaller families; under-index
for 2+ children
Shopping
Delivery reliance; low
grocery visitation
Interests
Religion, travel, video gaming,
fashion, personal finance
Racing gamers span a wide age
range , over-indexing among young
adults (18–39), older adults (50–79),
and even those over 89.
Gender balance is in line with
the gaming norm, but education
levels skew lower, with nearly half
holding only a high school diploma.
They are slightly more likely to be
single (52%) and typically in smaller
households, with fewer children.
Financially, this audience is
polarized , clustering both in
lower-income households ($1–50k)
and at the very high end
($2.5M–$10M).
28
*DC data not shown due to DC not being a state

The US Audience Report
Affordable fashion
Delivery apps
RACING PERSONAS
| Source: Anzu & Semcasting Q4 2025.
BRAND FIT
Fast food/QSR
Gaming/Tech
D e n i s e
Fast-paced, thrill-driven,
and convenience-led.
Established,
family-linked, and
tradition-minded.
S e a n
29
Budget travel
BRAND FIT
Financial services Mid-tier travel
Casual dining chains
THE SEASONED
RACER
50–69, MALE/FEMALE THE YOUNG
SPEED SEEKER
18–29, MALE/FEMALE
Automotive brands
Faith-based or community-linked products
■ Mid-to-late career or semi-retired ;
often single but connected to
family households .
■ Moderate-to-high income , with
some over-index in affluent brackets.
■ Religious and interested in style,
and  personal finance .
■ Less likely to grocery shop or
dine out; relies on convenience
and delivery services .
■ Limited gym engagement; leisure
time spent on travel or community . ■Student or early career , often
single  and living independently
or with roommates.
■ Lower income ( $1–50k), modest
net worth ( <$25k).
■ Drawn to gaming, travel, fashion ,
and personal finance as
aspirational interests.
■ Eats at mainstream fast food chains
(McDonald’s , Subway, Taco Bell ).
■ Shops selectively online, with interest
in affordable style and tech.

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
Where to find Simulation Gamers…
■Arkansas
■ Hawaii
■ Utah ■Idaho
■ New York
Over-Index States
97 INDEX 105
SIMULATION GAMERS
ARE AFFLUENT
&  FORWARD-LOOKING
Demographics
Peaks at 23–39 and 70–79;
balanced gender split
SIMULATION GAMERS
Spending Power
Higher income; strong
$500k–$1M net worth
Food & Drink
Lower grocery & restaurant
visits; Starbucks common
Households
Smaller families;
under-index for 3+ children
Shopping
Delivery-reliant; not primary
grocery shoppers
Interests
Travel, tech, fashion,
religion, sports, TV
Simulation gamers peak among
younger adults (23–39) and older
adults (70–79). Gender balance
mirrors the overall gaming average,
but education is higher , with
an over-index on college degrees.
Family size tends to be smaller , with
most in the 0–2 children range.
Financially, this audience is affluent,
with significant representation in
high-income households and net
worth ranges ($500k–$1M).
30

The US Audience Report
Delivery apps
Travel services
SIMULATION PERSONAS
| Source: Anzu & Semcasting Q4 2025.
BRAND FIT
Streaming and tech brands
Casual entertainment
M a r g a r e t
Tech-savvy,
style-conscious,
and convenience-first. Comfort-driven,
family-connected,
and aspirational.
B r i a n
31
Fashion/Retail
BRAND FIT
THE RETIRED
DREAM BUILDER
70–79, MALE/FEMALE THE YOUNG
LIFESTYLE
EXPLORER
23–39, MALE/FEMALE
■ Retired or late career, often married.
■ Smaller households with grown
children , under-indexed for 3+ kids.
■ Higher household wealth
($500k–$1M net worth ), reflecting life
stage accumulation.
■ Interests: religion, travel,
television , technology .
■ Limited gym and restaurant
engagement — home and family
are the hubs of activity. ■ Early-to-mid career , often single
or in  young-family households
(0–2 children).
■ College-educated with interests
in style & fashion and sports.
■ Less frequent coffeehouse visitor,
Starbucks  occasionally.
■ Grocery and restaurant visitation
under-index, pointing to reliance
on delivery services.
■ Shopping tends to be selective, with
a tilt toward tech and lifestyle goods .
Travel & leisure brands
Wellness products
Financial services Home technology
Family entertainment

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
Where to find Sports Gamers…
■Iowa
■ Hawaii
■ Mississippi ■Wisconsin
■ Nebraska
■ Maine
Over-Index States
91 INDEX 122
SPORTS GAMERS
ARE  HIGH-INCOME
& ENTERTAINMENT
FOCUSED
Demographics
Peaks at 23–39 and 70–89;
balanced gender split
SPORTS GAMERS
Spending Power
Higher income; strong
$250k+ net worth
Food & Drink
Fast food favorites;
McDonald’s, Taco Bell
Households
Slightly more married;
often no children
Shopping
Delivery-reliant; not primary
grocery shoppers
Interests
Sports, pets, travel,
shopping, TV, pop culture
Sports gamers over-index among
young adults (23–39) and older adults
(70–89). Gender balance is aligned
with the overall gaming average,
while education is higher with
an over-index on college degrees.
They are slightly more likely to be
married and often child-free .
Financially, this audience is affluent,
with strong representation in
high-income households and net
worth ranges above $250k.
32

The US Audience Report
■Early-to-mid career ; often single,
with fewer children than average
(over-index on 0 kids).
■ More likely College-educated
■ Coffeehouse visits below average,
Starbucks if they do.
■ Lower gym engagement
compared to other genres.
■ Fast food is a mainstay, with
McDonald’s and Taco Bell
as go-to brands.
Sportswear brands
Entertainment/Streaming
SPORTS PERSONAS
| Source: Anzu & Semcasting Q4 2025.
BRAND FIT
Quick-service restaurants
G e o r g e
Sports-driven, socially
active, and
budget-conscious. Comfort-driven,
family-connected,
and aspirational.
A d r i a n
33
Mainstream grocery chains
BRAND FIT
THE GOLDEN FAN
70+, MALE/FEMALE THE COMPETITIVE
YOUNG FAN
23–39, MALE/FEMALE
■ Retired , often married ; smaller or
empty-nest households, but
connected to family .
■ Financially secure, with net worth
over $250k+ .
■ Education levels high ; lifelong learning
and cultural engagement valued.
■ Interests: sports (lifelong fans),
television, pets, travel, shopping .
■ Under-index in grocery/restaurant
visitation, relying more on
delivery services .
Healthcare & wellness Travel
Grocery delivery Fast food/QSR
Streaming services Pet care brands
Travel

The US Audience Report | Source: Anzu & Semcasting Q4 2025.
BOARD, PUZZLE,
& TRIVIA GAMERS:
FAMILY-ORIENTED,
PRACTICAL , AND
KNOWLEDGE-DRIVEN
Demographics
Peaks among older adults (50–79 for puzzle, 50–59 for
board, 40–79 for trivia); balanced gender split.
Spending Power
Mostly lower-to-mid income, but prudent with assets;
trivia gamers skew affluent ($150k–$2.5M net worth).
Food & Drink
Board and trivia gamers dine out often; puzzle gamers
lean toward home delivery and select casual chains.
Households
Strong family focus: board gamers in large families,
puzzle gamers in smaller ones, trivia gamers more likely
married with children.
Shopping
In-person grocery shoppers, preferring premium
or mid-tier stores.
Interests
Business & finance, books, education, automotive;
puzzle gamers add religion/spirituality, board gamers
add sports and news.
Board, puzzle, and trivia gamers share
several key traits that set them apart
from other gaming audiences.
These groups over-index among
older adults , are more likely to be
part of large or multi-generational
households, and place a strong
emphasis on education, family,
and community.
Financially, they tend to cluster in
lower-to-mid income brackets, but
often show prudent asset-building
and higher net worth compared to
peers, reflecting a practical and
value-driven mindset .
34

The US Audience Report
■Retired or late career ; often single,
sometimes widowed.
■ Lives in smaller households , often with one
child or grandchildren visiting.
■ Lower-to-mid income ; modest net worth,
careful with spending.
■ Enjoys mental challenge and leisure from
puzzle play.
■ Interests include books, religion/spirituality ,
and light gaming . ■Graduate-educated professional or
homemaker , balancing career, household,
and family.
■ Larger families ( 4+ kids), often the primary
grocery shopper.
■ Lower-to-mid household income but stable
financial footing ( net worth $25k–200k )
■ Shops premium groceries at places like
Whole Foods and Wegmans , and avoids
budget retailers.
BOARD, PUZZLE & TRIVIA PERSONAS
| Source: Anzu & Semcasting Q4 2025. 35
THE SILVER
STRATEGIST | PUZZLE
60–79, MALE/FEMALE
Educational products
BRAND FIT
Healthcare and wellness
Puzzle/brain-training apps Mid-tier grocery
THE EDUCATED FAMILY
CONNECTOR | BOARD
50–59, FEMALE
Education services
BRAND FIT
Premium grocery
Literature/publishing Casual dining
Casual dining
Experienced, thoughtful,
and mentally engaged. Educated, family-centric,
and health-conscious.
■ Mid-career , often married , with children at
home.
■ Education above average , with many
holding some college or higher.
■ Household income and net worth are strong
($150k–$250k+ , some $500k–$2.5M ).
■ Interests: automotive , books & literature ,
business & finance .
■ Grocery shopper at mainstream/mid-range
stores ( Hy-Vee ).
Curious, family-focused,
and financially secure.
THE
KNOWLEDGE-DRIVEN
PROFESSIONAL | TRIVIA
40–59, MALE/FEMALE
Casual dining
BRAND FIT
Mid-range grocery
Coffee chains Value gyms
Publishing/books Outdoor/lifestyle brands Fitness & wellness

The US Audience Report
Privacy-safe, precision
targeting , to reach your
audience in their favorite games. Reach 62,400 unique audience
segments across 180+ countries
with exposed audience insights . Activate first-party data, for
retargeting , custom audiences
and lookalikes .
TURN INSIGHT INTO IMPACT : TARGET YOUR
AUDIENCE CROSS-GAME WITH ANZU
36
Non-intrusively reach your audience
across their favorite gaming
environments with Anzu.
FIND OUT MORE
The US Audience Report
As this report makes clear, today’s
gaming audiences are more
diverse, engaged, and influential
than ever. With the same
audiences spanning multiple
games and genres.

The US Audience Report
“
SEMCASTING: GAMING'S AUDIENCE POTENTIAL
37
The stereotype profile of
an American gamer is turned
on its head with this report.
This report provides
a foundation for smarter,
more effective campaigns
across the digital landscape.
From Semcasting’s
perspective, the mapping
of the Anzu audience
provides a new level of
clarity on a consumer sector
that is often misunderstood. What Anzu is doing with this
data provides the insights
required for marketers
seeking deterministic reach
to a new category of user:
they are providing a higher
degree of transparency
and measurement to
a channel that advertisers
have struggled to accurately
define and access at scale. Anzu’s massive, engaged
audience provides
both the scale
and the audience-centric
data necessary to move
in-game advertising
forward as a core,
mainstream ad category.
”
RAY KINGMAN CEO

anzu.io | marketing@anzu.io
GET STARTED TODAY!