The gaming playbook
Download PDFEverything you need to know
about the gaming audience
The gaming
playbook
Introduction
Discover our data
Key insights
Choose your character:
a guide to gaming audiences
Deconstructing gameplay:
what gamers are playing and why
Bonus round:
enhancing the gaming experience
Player 2 press start:
the gaming community online
Well played:
the world of esports
Appendix
Notes on methodology
More from GWI
06
04
36
44 52
68 70 74
08
20 10
In this
report
Methodology
& definitions
Figures in this report are primarily
drawn from GWI Gaming’s online
research among 19,488 internet
users, who are gamers, aged 16-64.
The survey is fielded in the following
15 markets: Australia, Brazil, Canada,
France, Germany, India, Indonesia,
Italy, Japan, Mexico, Philippines,
Spain, Thailand, UK, and USA.
We only interview respondents aged
16-64 and our figures are represent
–
ative of the online populations of
each market, not its total popula-
tion. Note that in many markets in
Latin America, Asia-Pacific, and the
Middle-East and Africa, low inter-
net penetration rates can mean
online populations are more young,
affluent and educated.
Throughout this report we refer to
indexes. Indexes are used to com-
pare any given group against the
average gamers (1.00), which unless
otherwise stated refers to the global
average gamer. For example, an
index of “ 1.20” means that a given
group is 20% above the global aver –
age, and an index of “0.80” means
that an audience is 20% below the
global average.
When reading this report, please note
that we use a mixture of data from
our GWI Gaming dataset fielded in
Q4 2020 across 15 markets, our GWI
Core dataset which is fielded across
47 markets, and Zeitgeist data from
the past 6 months which has been
conducted in the U.S. and UK only.
3
The lay of the land in the
console marketplace,
and the potential of
subscription services.
A deep-dive into the
world of esports,
understanding what
matters to its audience
and the opportunities for
brands and investors.
Analysis of what
different gaming
audiences look like,
based on the device
they use, the genres/
franchises they play, and
their engagement with
other gaming content.
This report focuses on:
A look at different
revenue models – which
goes far beyond the
physical game. From
understanding buyers
of DLC and microtran-
sactions, to the potential
of persistent virtual
worlds in franchises like
Fortnite
and Roblox .
Introduction
If it wasn’t apparent before the
COVID-19 pandemic, few could now
deny what a juggernaut the gaming
industry is – which is set to exceed
$200 bn in revenue in 2023.
But for all the attention on gaming
as a market, the profiles of individ –
ual gamers themselves have been
less explored.
Profiling gamers by the device they
use to play is one way of defining
the audience – but often the most
meaningful changes come when
you analyze by franchise or genre.
Fundamentally, each group has to
be understood on its own terms.
This report uses our new dataset,
GWI Gaming, to fill in some of the
blanks. With research gathered
across 15 countries, and making use
of our recontact methodology to give
us a 360 degree view into gamers’
lives both on and offline, it offers an
unparalleled depth of insight into the
modern-day gamer.
As we will cover in this report, the
“gaming audience” is something of
a misnomer. Gaming comprises an
ecosystem of varying subgroups and
identities. There are people who play
games, and they do so on different
devices. Then there are people who
consume gaming content, who may
not play games themselves. Then
there is esports, which is another
thing entirely.
Whether you’re a brand looking to
crack into gaming, an agency looking
to refine your expertise at targeting
gamers, or a publisher looking for
intel on how your players think and
behave, this report aims to provide
you with the tools you need.
Each chart from our ongo-
ing global research in this
report contains a hyper-
link that will bring you
straight to the relevant
question on our Platform,
where you can investigate
all data by demographics,
over time, and among your
own audiences.
Discover the
data on our
platform
Sneak
pr ev
iew of
our new
platform
C lick the dots
to navigate
Information
about the source
and base Source
Base
Each of the
graphs is
numbered
More information can
be found in the Appendix
section at the end of
this report
Just click this icon
to explore the data
on the platform
7
Key
insights
There are
more gamers
around than
you might
think
The pandemic didn’t create a legion of
new gamers; it made us appreciate just
how many people spend their time play –
ing video games. But the last few years
have seen some audiences picking up
controllers in greater numbers, including
women, family units, and those living
in MEA.
Family units
make for
multi-console
owners
With exclusive franchises found on
different games consoles, multi-con-
sole adoption is becoming more
commonplace; gamers don’t want
to be limited in the games they play.
Console gamers with children, how-
ever, are 24% more likely to own 2 or
more consoles, showing the appeal of
different brands among select gaming
demographics. The Switch is prevalent
in this regard, despite PS4 ownership
leading outright, Nintendo’s device has
seized on the “second-console” slot in
a record-breaking year.
Video games
are the initial
hook – in-app
purchases
and add-ons
keep them
there
Microtransactions and DLCs have
emerged as prominent sources of rev –
enue in recent years. Many free-to-play
games like Fortnite and League of
Legends have made serious bucks off
in-app purchases. But for any publisher
looking to land with these more premium
gamers, they firstly need a grasp on
who’s buying what. Did you know that
female gamers purchase more micro-
transactions than other add-ons? This
is likely due in part to their interest in
brands offering customized/person –
alized products. Meanwhile, Xbox and
Switch gamers are more likely to pur –
chase any type of add-on compared to
PS gamers. Understanding who’s buying
what, and why, matters.
Esports
continues to
grab gamers’
interest and
investment
dollars
As engagement with esports grows,
so do the opportunities for brands.
But to play in this space, it’s crucial to
firstly understand the esports audience.
They’re far more diverse than you might
expect; extremely community-oriented;
and want brands to make them feel
involved. The good news for brands
is they’re welcome of sponsorship –
around 2 in 5 say it’s OK for brands not
related to esports to sponsor teams or
events. Sponsorship stands to pay off,
but to really engage this group, brands
need to understand their unique culture
and what matters to them.
Gamers
with an
active social
presence will
help spread
the word
Gaming is a highly communal activity,
even among the most casual gamers
(those playing less than once a month)
31% say they did any of the gaming-
related actions we track. Because
gamers like to share or discuss their
experiences with each other, those
with the most active social media
presence can prove important advo-
cates for brands without historical ties
to gaming.
9
01
Choose your
character:
a guide to
gaming
audiences
It’s a cliché almost as old as video
gaming itself, but the stereotype per –
sists that gamers are young, often
antisocial, men. It’s an image that’s
been reinforced by negative depictions
of the audience in TV and film.
While there is definitely a gaming sub –
culture, gaming as an activity is much
more widespread. COVID-19 gave us a
glimpse into just how many people are
gamers – even if they don’t identify as
one – as it became clear how valuable
video games were as a source of enter –
tainment under lockdown.
Here we show that the gaming audi-
ence is both bigger and deeper than
you might think.
11
Smartphone
Laptop
PC
Games console
Tablet
Handheld device
Mobile gamers*
PC/laptop gamers
Any device
Devices
Esports viewers**
*smartphone & tablet
**watch esports content at least once a week
***watch gaming streams on Twitch or YouTube
****have played a branded game in the last month
Media
Audience size
Male Female
Gender
Avg.
age
% extremely/very interested
in gaming % who play every day
Interest in gaming
Gaming frequency
33
33 34
34 36
32 34
33 34 58
65 7072
59 75
57
64
55
37
38 39
39 41
45 37
37
35 45 41
34
40
50 46
45 39
45
55
5966
60
50 54
55 61
55
31
31
31
79 74
74 42
42 47 3537
33
65
63 67
76
46
38 37
22 15
81
65 –
46
38 15
Livestream viewers***
Branded game players****
1
Gaming: a big deal
even pre-COVID
GWI Gaming Q4 2020 | GWI Core Q4 2020 19,488 gamers in 15 markets aged 16-64
The received wisdom is that
COVID-19 sparked a gaming
boom. For a while, it seemed
like everyone was tending their
islands on Animal Crossing, hunt –
ing impostors in Among Us , or
struggling through knockabout
obstacle courses on Fall Guys.
Shortages of Nintendo Switches
and PlayStation 4s (at the end of
their lifecycle, no less) seemed
to bear out the simple observa –
tion: everyone was gaming all of
a sudden.
But in asking how many people
started gaming because of
COVID-19, we’re asking the wrong
question. The gaming audi-
ence was already there, in large
numbers.
The gaming audience has always
been substantial, and spanned
more demographics than is
often thought. Our data shows
that 86% of internet users play
games on any kind of device, and
that figure has hardly changed
since 2015.
With many other pastimes
stripped away, the pandemic has
highlighted just how many people
take part in gaming. That’s not
to say it hasn’t helped command
more of people’s time; 70% in the
UK/U.S. who started gaming more
because of the pandemic are still
doing so.
Marketers are now increasingly
aware of the size of the gaming
audience, but its size can also
make it intimidating. How do
you begin trying to carve out an
audience spread across different
devices, franchises, and media?
On the page opposite we have
provided a quick cheat-sheet to
understand what they look like on
a top-level basis, and through-
out the report we will conduct
deep-dives into these branches
of gaming audiences.
A cheat sheet to
gaming audiences
13
Choose your character
While gaming has been near-univer-
sal among the online population for
quite some time, the gaming audience
has still seen some pronounced demo –
graphic changes in recent years.
To best spot them, we have to refine
our definition of gamers slightly, by
focusing on an audience of internet
users who say they have played from
any of a list of 19 genres in the last 12
months. Many people are gamers, even
if they don’t realize it; this definition lets
us focus on a more self-identifying
gaming audience. This is still a large
group (78% of the online population),
but in gaming terms at least, it’s more
of an engaged one. With this definition, we can see which
demographics have increasingly taken
to gaming in recent years.
Most obvious is older internet users,
those aged 55-64. Gaming has
become especially important to grand –
parents or those with 3+ children,
which underlines its importance to
family time. This also includes mar-
ried couples; no wonder the franchise
Overcooked has become established
in some online circles as the ultimate
litmus test of a relationship’s success.
Gaming has also shown good increases
with women, which is further evidence
that the gaming audience is more
diverse than is often supposed. Whether
this diversity is always reflected in the
content is another matter, but the take –
away is obvious – the gaming audience
isn’t just bigger than often realized, but
more inclusive as well.
We can also see how gaming has
enjoyed big growth in an intriguing
selection of markets, some of which
show how it’s taken root in unexpected
places. Western Europe is one obvi-
ous hub, with France, Belgium, and
Switzerland all growing significantly.
Another is Saudi Arabia, where a young
population, loosening regulations, and
restrictions on other pastimes have
combined to make it one of gaming’s
boom spots.
Leveling up: growing audiences
Where new
gamers
are coming
from
% growth between 2018 and 2020 of people who have played
at least one gaming genre in the following audiences
GWI Core Q3-Q4 2018 and Q1-Q4 2020 725,561 internet users aged 16-64
2
55-64s
Grandparents
Saudi Arabia
Taiwan
France/Belgium
3+ children
Women
Married +32%
+28%
+23%
+22%
+22%
+18%
+14%
+11%
15
15
Choose your character
Simulation
+24+15+15
+14 +13 +13
+7 -6 -6
Puzzle/Platform Strategy/
Real-Time Strategy
Battle Royale (since 2019) Action Adventure/
Open World Shooter
MOBA – Multiplayer Online Battle Arena Party Games
Rhythm/Music
Big changes haven’t just come in who’s
playing, but the kind of games they
want to play.
Since 2018, simulation, puzzle, and
strategy have seen the biggest growths
of any genre we track. These obvi-
ously point to the types of game most
in-demand but in seeing them as a col –
lective, we can identify some common
emerging themes.
These are: immersion, competition,
and cognition.
Immersion – Fortnite and Animal
Crossing are the best examples of gamers
looking for more immersive worlds. As
seen by the increases for simulation, battle
royale, and open-world games, gamers are
increasingly looking to persistent virtual
worlds as places they can inhabit.
Competition – Genres based on
competitive multiplayer, like MOBAs, and
particularly battle royale, have seen rapid
growth. It ’s difficult to overstate the impact
of Fortnite, not just in its own right but in
how it’s inspired other franchises. Servers
are now much more comfortable hosting
hundreds, if not thousands of players at
once, creating more powerful social expe –
riences through gaming software.
Cognition – Gamers are going a step
beyond casual play. Characterized by
problem-solving and reward mechanisms,
these games are more of a “lean-forward”
experience. Party and rhythm/music
games have fallen in popularity as the
pandemic has reduced the scope for local
multiplayer. There are still plenty of casual
gamers, but on the whole, we’re seeing
gamers look for more mentally stimulat-
ing experiences, likely exacerbated by the
need to fill free time during lockdowns.
Leveling up:
trending genres Trending genres
% growth of internet users who have played a game in the following genres
in the last 12 months, since 2018
3
GWI Core Q3 2018-Q4 2020 1,218,817 internet users aged 16-64
17
Choose your character
Playtime
Instructive marketing case studies
can be found in the fast-grow-
ing gaming hubs of APAC and
MEA – especially for audiences
outside the traditional gaming
demographic.
In many cases, brands and agen-
cies have cannily used games and
gamification to tap into the family
unit. Unilever leveraged an audi-
ence of gaming moms to boost
sales of a hygiene toothpaste
brand, Frisian Flag did some –
thing similar with its dairy-based
products for children, and Saudi
Telecom reflected a multi-gen –
erational gaming audience in
its campaign to retain market
dominance.
Games and play have always been
a part of shared family time, and
there’s no reason why new tech –
nology would be any exception.
These campaigns could just be
the start. Could gaming be used
as a touchpoint for couples filling
out their first shared home, or for
grandparents?
Trend in action
19
Choose your character
02
Deconstructing
gameplay:
what gamers are
playing and why
In previous decades, gaming audiences seemed
to occupy more defined niches. Consoles lived in
teenager ’s bedrooms, PCs were for deeply com-
mitted techies, and when mobile gaming came
along, many felt it was limited to women and other
“casual” players.
Needless to say, times have changed. Consoles
are living room fixtures and used as much for
watching TV as playing games, multiplayer
games can connect across devices, and mobile
games have come a long way since Candy Crush
broke onto the scene.
We can’t take for granted what players of dif-
ferent devices look like, or what they want from
games. In this section we explore what the gaming
world looks like across different devices, and in the
places where they merge, through cloud gaming
and subscription services.
21
Smartphone
76
Laptop
46
PC
38
Games console
37
Tablet
22
VR headset
8
Handheld
gaming device
5
Mobile
(Smartphone & Tablet)
81
PC/
laptop
65
..who also play
games for the
following
reasons
..who also say
the following
are frustrations
about gaming
Deconstructing gameplay
Device
overview
GWI Gaming Q4 2020 19,488 gamers aged 16-64
Gaming device ownership Gaming pros and cons
% of gamers who play games on the following % of gamers who say they play games on the following devices…
5 4
23
Smartp
hontoer
Smartphro
nmeLanorpPLCp
S ma
rtphop
Smartphone
Sma
rtphotn
Sm
Sm
Sm
Sm
Sm
Sm
Sm
SS
Sm
Sm
Sm
Sm
SS
SS
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
SS
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
Sm
SS
Sm
Sm
Sm
Found in the pockets of nearly every internet
user, smartphones – bolstered by tablets
– have catapulted mobile gaming into the
forefront. For some time, these devices bore
the “casual” moniker, deemed unfit for the
competitive, large-scale gaming seen on the
likes of consoles and PC/laptops.
Today, that’s no longer the case. Thanks to
rapid hardware developments, and support
from big-name franchises such as Fortnite
or League of Legends, mobile gaming now
offers a wider range of experiences than
the classic puzzles and platformers. Though
mobiles are now accommodating of gaming,
this is likely considered a bonus instead of
an outright purchase driver. A closer look at gaming motivations lends
truth to this observation. With the exception
of playing to relax or pass the time, gamers
playing on mobiles are less likely to cite any
of the 10 reasons for gaming we track than
among those on other devices – they’re not
ticking all the boxes just yet.
That’s not to say consoles and PC/laptops
are meeting every need either, but they’re
seemingly better-placed at present to
accommodate committed gamers, more
likely to be interested in gaming.
When it comes to specific frustrations, the
biggest annoyances for gamers lies in device
performance, expense, and game difficulty.
What gamers want
Want a
closer look
at consumer
behaviors on
mobile? Try
our platform
for free.
25
Games consoles, a mainstay of living
rooms worldwide since the Magnavox
Odyssey was released in 1973, have
endured well into their 9th generation
– ushering in the Xbox Series X and PS5.
Requiring a one-time purchase and no
additional hardware upgrades, games
consoles are typically more cost-ef-
fective in the short-term than the likes
of PCs. They’re an accessible way for
newcomers to get into gaming, while
retaining players at the same time –
39% of PC/laptop gamers say they play
games on consoles. Moreover, there
are historic examples of console-pri –
ority; GTA V launched months ahead
of the PC version or, in the case of
Timesplitters, never launched at all.
As such, competition in this landscape
is fierce, with console wars today fought
between three major contenders: Sony,
Microsoft, and Nintendo. While many
are quick to take sides, franchise-ex –
clusives such as Mario, Halo, and
God of War have made multi-console
ownership more common – meaning
manufacturers have an opportunity to
seize upon the “second-console” slot,
particularly among gamers outside
their loyal player base.
Multi-console ownership is prominent
among family units – gamers living with
their children are 24% more likely to
own any 2 of the most popular games
consoles. It ’s not just gaming that’s
driving this; with access to numerous
streaming services, consoles make for
fitting media devices in a family home.
Our data generally points to Nintendo
as the favorites in this regard. Despite
the PS4 leading the way, Switch own-
ership is prevalent among all console
audiences – particularly ones with fam –
ilies. However, the prominence of PS4
and Xbox One ownership among PS5 or
Xbox Series X owners, respectively, sug-
gests loyalty is a more enduring factor
in future console adoption.
This is made clearer from purchase
interests, with current PS4 or Xbox One
owners likely to consider purchasing
their next-gen equivalents. Though
the Switch falls behind here, Nintendo
achieved record-breaking sales in
2020; potentially the go-to choice as
supply issues continually plagued the
PS5 and Xbox Series X.
Consoles: a close up
% of console owners
who also own the
following consoles
Example of how to read
50% of Xbox X owners also own a PlayStation 4.
8% of PlayStation 4 owners also own an Xbox X.
Multi-console ownership
is not uncommon
6
12
52 19
39 29
29 8
50
17
37 55
25
14
41
26
39
13 39
31
15
GWI Gaming Q4 2020 7,426 console gamers in 15 markets aged 16-64
50 %
8%
Deconstructing gameplay 27
7
% of console owners who are also interested in purchasing the following consoles
Next-gen devices are swaying
console audiences
Console
owners
Play
Station 4
Xbox One
Nintendo
Switch
71
56 51
24 29
28 40
50
19
26
29
30
GWI Core Q4 2020 19,724 console gamers aged 16-64
29
With various manufacturers com-
peting, PC/laptop gaming makes for
a highly competitive and tribal land –
scape – potentially more so than seen
on consoles. Given their tendency to
over-index for an interest in comput –
ers/coding or technology, PC/laptop
gamers are generally more tech-savvy
than other gaming audiences, making
it crucial to emphasize the hardware
capabilities of new devices.
In addition, this stronger relationship
with technology promotes greater
attempts to retain privacy or avoid
misuse of their personal data. Even if
these actions are universal, PC/laptop
gamers are more likely to perform any of the preventative measures we track
(using VPNs, ad-blockers, or private
browsers), meaning that authenticity
and clarity from anyone engaging with
this audience is a must.
Cost, however, is a different factor.
The general perception of PC/laptop
gaming is that it’s more expensive than
other devices. There’s some truth to
this; upgrading a PC/laptop from the
ground-up can be more pricey than
purchasing a next-gen console, but
our data shows gamers on the latter
generally make for higher-earners. In
addition, there are extensive uses for
PC/laptops outside of gaming, mean-
ing the 2 in 3 internet users, worldwide,
who own these devices don’t necessar
–
ily need to make an additional financial
commitment to gaming.
The key difference is one of longev-
ity. Ignoring the likes of emulators
– which can run games from virtually
any device on a PC – services such
as Steam, Origin, and Uplay give PC/
laptop gamers a platform to purchase
historic franchises as well as new ones,
limited only by their hardware capa –
bilities. Because gamers can upgrade
their devices over time, access to a
new release isn’t necessarily restricted
behind a big-ticket item.
PC Gaming
Outside of smartphones,
PC/laptop is the preferred
gaming device among Gen
Zs and baby boomers
Top PC/laptop brands
% of PC/Laptop gamers who own the following brands
8
GWI Gaming Q4 2020 11,429 PC/laptop gamers in 15 markets aged 16-64
Deconstructing gameplay 31
Gamers are opting to
expand their experience
% of console gamer groups who use the following services
9
GWI Gaming Q4 2020
1,896 (Switch), 5,167 (PlayStation), 2,783 (Xbox) console gamers
and 11,429 (PC/laptop) gamers aged 16-64
Having been prominent on
PCs for some time, online
gaming quickly became
a mainstay on all gaming
devices. For some, it’s a
vital component of gaming;
26% of all gamers play to
socialize with friends (dif-
ficult without access to
online multiplayer), while
being essential to multi –
player-only genres such
as MMOs, MOBAs, and
battle royale.
Today, online multiplayer is
often part-and-parcel with
subscription services; offer-
ing paying gamers regular
news updates, free games,
or exclusive discounts
via online marketplaces.
Moreover, there are also
cloud-gaming services; sub –
scription services such as
Xbox Game Pass or PSNow,
that provide access to librar –
ies of older games.
With subscription ser-
vices largely optional, it ’s
difficult to declare an out –
right winner. There are also
many factors to take into
account, particularly with
audience sizes varying by
device and brand, but sub-
scription users are generally
frequent gamers with more
spending power.
With this in mind, a closer
look at current subscription
service use reveals interest
in purchasing these services
is on the rise. A decline in
physical video game sales
plays a large role here –
falling 13% among console
gamers between Q1 and Q4
2020 – meaning digital is
now the dominant medium,
with 22% buying a game via
a digital marketplace in the
last month.
This is significant for Sony
and Microsoft, whose
cloud-gaming services were
central selling points ahead
of the PS5 and Series X
launches in 2020. In addi –
tion, digital-only versions of
the two exist to cut initial
costs and drive engagement
with their own cloud-
gaming services instead. It’s worth noting, however,
the
potential impact of
free-to-play titles such as
Fortnite or Call of Duty:
Warzone. Cloud gaming
may prove a turning point
in the console wars to come,
but free-to-play titles may
have an impact on what
pricing structures gamers
are willing to accept, making
monthly charges a harder
sell in the mass market.
Subscription services
Nintendo
Switch Online
Service users Interested in purchasing the service in the next 12 months
47
Steam
22
PlayStation Now
33
Xbox Live
48
PlayStation Plus
24
16 2114
Xbox
Game Pass
34 17 22 48% of gamers
use subscription
services, rising to
56% among those
who play every day
Deconstructing gameplay 33
The release of the PS5 and Xbox Series X marks the
dawn of the digital-console era. For a lower price,
gamers can instead purchase the PS5: Digital
Edition or the Xbox Series S – different names for
what is essentially a console without a disc drive.
Backwards compatibility has always been incon-
sistent between consoles, but the move from disc
drives to digital effectively means shutting the door
on any older games that aren’t re-released digitally.
Onboarding past titles to cloud-gaming services,
however, may be a selling-point in the future.
While it ’s important that gamers have access
to online marketplaces or cloud-gaming ser-
vices when purchasing modern titles, 14% of
console gamers own a retro console of any kind
– amounting to roughly 50 years’ worth of con –
tent. In the case of Google Stadia, looking to past
or popular franchises elsewhere has taken pri-
ority over producing in-house games; there’s a
wealth of potential in retro gaming that cannot
be understated.
While Sony, Microsoft, and Nintendo have work
to do in onboarding their own historic archives,
third-party cloud gaming services, like Antstream,
are proving the demand for arcade classics isn’t
limited to one device or brand. As with any game,
there are communities devoted to these forgotten
titles, signaling the importance of preserving even
today’s biggest franchises for the future.
Cloud gaming
and the past
Trend in action
35
03
Bonus round:
enhancing the
gaming experience
Pricing of video games used to be straightfor –
ward. Aside from arcades and rentals, most
of the marketplace could be boiled down to:
you buy a disc at a single price and it’s yours
until you get bored.
But to simplify a great deal, the gaming
market has split in two different directions.
On the one hand, AAA games can now cost
as much to make as Hollywood blockbusters.
On the other, there’s an established freemium
model where extra features can be bought,
either for cosmetic purposes, or to help with
the game.
In either case, our research can help pub-
lishers identify the segments of their player
base, and help other stakeholders get a grip
on microtransactions and sponsored content.
37
Bonus round
Add-ons are driving big bucks
% of the following gamers who say they’ve purchased these add-ons in the last year
10
GWI Gaming Q4 2020 7,426 (Console), 11,429 (PC/laptop), 13,212 (mobile) gamers & 2,783 (Xbox), 5,167 (PlayStation),
1,896 (Switch) console gamers aged 16-64
Both microtransactions and download-
able content (DLC) have emerged as
prominent sources of revenue. Many
free-to-play games, like League of
Legends and Fortnite, have made
their money through in-app pur –
chases, which are often cosmetic
items like new costumes for charac –
ters or level upgrades. To put it into
context, Activision-Blizzard made
$1.95 bn in revenue between July and
September 2020 – a whopping $1.2 bn
of which came solely from in-game
microtransactions.
There’s clearly plenty of opportunities
here, but for any publisher looking to
land with these more premium gamers,
it ’s crucial to firstly understand who’s
buying different types of add-ons to
reach them effectively.
Age obviously plays a big role, with
younger generations being far more
likely to buy microtransactions, DLCs,
and season passes than older gen-
erations. Close to 30% of Gen Z and
millennial gamers have bought micro –
transactions in the past year, making
this their most popular add-on.
Microtransactions also have appeal
across gender, with around 1 in 4 male
gamers and 1 in 5 female gamers pur-
chasing this type of add-on. Female
microtransaction buyers are 20% more
likely than the average gamer to want
brands to offer customized/personal-
ized products (38% do) – something
which microtransactions allow them
to do.
By device, console gamers are more
inclined to spend on all types of add-on
content compared to PC/laptop or
mobile gamers. Again, microtrans-
actions hold similar appeal across
devices, but for mobile gamers it’s the
sweet spot; largely because many pop –
ular free-to-play mobile games adopt
this revenue strategy.
Looking at specific console users,
Xbox and Switch gamers are more
likely to purchase any type of add-on
than PS gamers. One reason for this
might be down to Xbox’s Game Pass,
which allows users to access a number
of games and play across different
devices – creating more touchpoints
for purchases. The Switch’s popular-
ity is largely tied to a limited number
of games like The Legend of Zelda:
Breath of the Wild, Super Smash
Bros., Pokémon Sword and Shield, and
Animal Crossing: New Horizons. All of
which are extremely popular, commu-
nity-centric games with the option of
in-app purchases and DLCs.
The majority of gamers across 14
markets say they spend less than the
equivalent to $10/£10 per month on
games/in-game purchases. However,
around a third of gamers in 9 coun –
tries say they spend between $11-$50
per month, while 1 in 10 gamers in
the U.S., Japan, and Mexico say they
spend the equivalent of $50+. Those
who spend more than the equivalent of
$50 are more likely to be high-earning
male millennials.
Add-ons are big business, but to avoid
getting on the bad side of gamers,
they need to be meaningful and pric-
ing needs to be transparent and fair
– nobody wants to feel duped.
The appeal of in-game purchases and add-ons
1 in 4 gamers have purchased
microtransactions in the past year
By device By console
DLC for a
video game
In-game
currency for
in-game
content
Season
pass 27
30 24 20
28 21 16
26 18 36
37
32 30
3226 40
38 31
39
% of the following gamers who say they’re considering
purchasing these devices/accessories in the next year
GWI Gaming Q4 2020 7,426 (Console), 11,429 (PC/laptop) & 2,783 (Xbox), 5,167 (PlayStation),
1,896 (Switch) console gamers aged 16-64
Accessories also
spark purchase
consideration3 in 10 Xbox and PS
gamers plan to buy a
VR headset in 2021
Gaming chair
Gaming headset (with microphone)
Gaming keyboard
Gaming mouse
Gaming mousepad
Steering wheel
VR headset
By device By console
26
26
23
22 17
18
26 24
24
24
24
17
16
22 31
32
28 27
22 23
30 28
29
26
25 19
21
30 31
30 27
26
23 21
29
11
Bonus round 41
Gamer audience targeting is a hot topic for the
majority of advertisers today and has been mas-
sively accelerated by the pandemic.
Who is a gamer? The answer is almost every-
one, even if they don’t identify as such. Mobile
gaming makes up 2.5bn of the 2.7bn global
gaming market and incorporates almost every
demographic imaginable.
For brands looking to incorporate in-play advertis –
ing to their marketing plans, there is more than likely
a strategy to help you reach your target audience.
Gamers are in a unique environment, so having
fun, non-intrusive, in-play billboard ads are a good
place to start. They need to work with the con-
text of the game but if done right, they can be a
great way to build an emotional brand connection
with consumers.
“
Nina Mackie, Global Agency Partnerships Director, Admix
Redefining
play
Trend in action
Imagine a persistent, virtual
world where events happen
in real-time; inhabited by
individuals who are free to
explore, change and interact,
all the while contributing to a
shared experience.
Such a concept already exists:
the Metaverse. While not strictly
tied to gaming – Facebook’s
Horizon project is approaching
it from a social perspective –
the success of games such as
Minecraft, Roblox, and Fortnite,
are already changing the way
people interact with games,
signaling huge implications for
brand involvement.
Conventional in-game advertis-
ing relies on the use of dynamic
assets; rapidly updating bill-
boards based on how many
players see them, for example.
In a virtual world, messaging can
translate into a first look at an
upcoming movie, political ban –
ners draped across a player ’s
home or the very clothing their
avatars wear.
The key to a successful Metaverse
is rooted in expression; gamers
will stretch gameplay mechanics
in their own way. In Minecraft, for
example, fans have successfully
built functioning computers,
all within the game – far beyond
the original “survival” concept.
Developers need to consider
how player actions will affect
the future of these worlds, giving
them the tools necessary to
create, express and explore.
As the concept and the media
IPs associated with it are so new,
research into how marketing on
these virtual worlds could work
is thin on the ground. But by
analyzing our tracked gaming
franchises, we can pick up clues
as to which are most prepared to
go deeper into these non-gam-
ing experiences.
Animal Crossing, Fortnite,
Minecraft, and Roblox players,
for example, generally show
greater interest in live events or
make payments for in-game
content. They are also more likely
to cite gaming as a good way of
making friends at the same time.
43
04
Player 2
press start:
the gaming
community
online
Gaming has always been one of the most
popular genres of online content. r/gaming is
the 4th biggest community on Reddit, while
YouTube’s most-subscribed single creator chan-
nel (PewDiePie) made his name with Let’s Plays.
For publishers, the potential in leveraging an audi-
ence of advocates to build buzz around games,
and increase engagement, is huge. But it has to
be done in the right way, by understanding how
they think and behave online.
45
Gaming activities
extend beyond
the last level
% of gamers who say they do the following
GWI Gaming Q4 2020 19,488 gamers in 15 markets aged 16-64
Gaming rarely stops at playing
games; there’s a vast ecosystem
of custom content, online com-
munities, and experiences to be
aware of, and targeting gaming
audiences requires as much
an understanding about these
behaviors as their motives for
playing in the first place.
Even the most casual audiences,
those who play less than once a
month, have a voice – 34% say
they did any of the gaming-re-
lated actions we track. While
frequent gamers, or those with a
busy social media presence, are
more likely to do any of these, all
gamers are vocal and brands
need to be listening.
By looking at these gaming-re-
lated actions as collectives, we
can better observe the online
hideouts and behaviors of gaming
sub audiences. These are:
Profiling the ecosystem of gaming
The passives – Gamers practic –
ing the most fundamental advocacy or
extra-engagement behaviors, these indi-
viduals recommend games to friends or
watch streamers on YouTube. Their expe-
riences and opinions are formed from
close acquaintances or through branded
content, but are rarely posted online for
others to see.
The critics – Those found blogging
about games, writing reviews online, par –
ticipating in online communities or posting
on social media. A more vocal audience
than passive gamers, they can be influ-
ential for shaping the opinions of others
elsewhere.
The streamers – Found streaming
their games or uploading footage to vid-
eo-sharing platforms; they’re comparable
to critics, but typically more informed.
12
Player 2 press star t 47
Vocal or
committed
gamers rely
more heavily
on varied
sources % of gamers who say they get gaming
information from the following
GWI Gaming Q4 2020
19,488 (all gamers), 9,173 (passives), 6,249
(critics), and 2,722 (streamers) aged 16-64
Social media should be considered the
most universal source of information or
expression when it comes to gaming.
At the same time, friends – found on or
offline – remain heavily influential on
gamers. In Germany, offline friends are
the leading source of information (40%
say this), beating out social media by
eight percentage points.
It’s worth noting that friend groups can
make for important purchase drivers
in gaming. Knowing something comes
recommended from a friend, with the
same gaming interest, is always going
to be important. Given online friends
are a mainstay source of even the most
informed gaming audiences, reach –
ing the social circles of these groups
should be a priority.
Though entertainment sites and
gaming magazines fall to the way-
side among passive audiences, we
must consider how these, eventually,
factor into their relationship with other
sources. Considering the prevalence
of each among critics or stream –
ers, their opinions and content will
likely filter down to passive audiences
via YouTube or shared articles on
social media.
Passive consumers should then be
considered the last stop for gaming
content, typically citing social media or
word-of-mouth as methods of product
discovery or social media in their prod –
uct research. Critics or streamers, with
a broader range of sources, can then
be relied on to mobilize content else-
where while giving reliable feedback to
their followers.
The information journey
13
Want to know the full
role social media plays?
Here’s our latest
in-depth report.
All gamers
Player 2 press star t 49
Critics and streamers
can make for important
advocates in the gaming
landscape, with sponsor-
ship uncommon among
historic gaming brands. For
those making first contact
with gaming, however – the
non-endemics sizing up
this space – aligning with
these informed audiences
can offer a serious advan –
tage against competitors.
Moreover, platforms are
experimenting with tools
to make this process easier;
it’s important to gain their
support, but matching with
the right partner is crucial.
Knowing critics and stream –
ers are more likely to explore
more social media than
passive gamers, big hitters
like YouTube, Facebook,
Instagram, and Twitter
should already be a priority.
Given the scale of their
respective user bases,
however, targeting these
sub-audiences will inevitably
require more understanding
than the likes of Snapchat,
Reddit, or Discord – where,
given the prevalence of
critics and streamers, com-
munities are less congested.
With this in mind, brands
will need to think carefully
about how they use different
platforms too; using them
indiscriminately ignores the
potential of would-be brand
ambassadors – the critics
and streamers. Each of these
groups over-indexes for
wanting brands to provide
more insider information, or
better develop one-on-one
relationships with consum-
ers – something made easier
by their frequent use of less
common social platforms.
Down the line, their promi-
nent use of all social media
services means advocacy
can quickly funnel to their
friends, circles, and resulting
followers. This should also
act as a cautious reminder,
however, not to cast favor –
itism on select groups; such
as Bethesda’s Fallout 76
release benefitting influ –
encers with higher quality
merchandise than that of
regular audiences. News
travels fast among gamers,
but it’s not always good.
Building a team
% of gamers, who use social media, that use the following
services for gaming information and content
GWI Gaming Q4 2020 9,025 (all gamers), 6,111 (passives) 4,566 (critics) and 1,944 (streamers) who use social media, aged 16-64
14
Informed audiences make
for powerful ambassadors
Player 2 press star t 51
05
Well played:
the world of esports
To get a sense of esports’ reach, consider this:
worldwide, a Gen Zer is more likely to watch
esports tournaments than they are to watch the
NBA, the UEFA Champions League, or Formula 1.
Expanding across multiple genres and fran –
chises, esports is as accessible as regular gaming.
Esports societies at colleges are getting more
attention, while hardcore e-athletes compete for
record-breaking prize pools – attracting millions
of viewers online.
More and more brands are eyeing up esports for
its potential to connect with a desirable demo-
graphic and forge new relationships. But to do so
requires getting to grips with an audience that’s
not always appreciated for its depth. Followers
of different leagues, teams, clubs, and games
franchises, as well as the different demographics
watching, all bring different sensibilities.
53
Younger gamers lap it upMostly male, but not by muchMore likely to be affluent
IDX
1.52
1.4 8 1.45
1.34
1.29
1.26 24
27
22
28 34
48
Gen Z58 Millennials 61
Gen X38 Boomers 19
Male
Female
yp,nrubpio
eocrhinrubpio
krfInrubpio
Well played
Esports followers: who and where are they?
% of gamers who are esports followers*
15
16
GWI Gaming Q4 2020 7,506 esports followers in 15 markets aged 16-64
Over the years, esports (professional
competitive gaming) has evolved into
an established form of entertainment
in its own right. Revenues are pre –
dicted to reach almost $1.8bn by
2023 and total esports viewership is
expected to reach 646 million by the
same year. As the pandemic curtailed
live events, particularly for traditional
sports, esports and gaming helped to
fill the entertainment and social void
left behind.
But brands looking to get involved
have to understand its vocabulary
and culture through getting a better
understanding of its audience. Who
are they? What makes them unique?
How do they feel about sponsorship?
What do they want brands to do?
These are all questions we’re going
to unpick to help gaming companies,
esports organizations, and potential
investors better navigate this space.
In terms of age profile, Gen Z and
millennials, unsurprisingly, show the
greatest interest in esports. But even
among older Gen X gamers, 38%
are esports followers – it’s not just a
young person’s game.
Traditionally, esports has been per –
ceived as a male-dominated space,
with women largely taking a back-
seat. This view is obviously outdated
and alienates a sizable audience.
42% of female gamers are esports
followers, which is not too far behind
their male counterparts at 58%.
Gaming has certainly become more
inclusive over the years, but argu-
ably there’s still room to improve.
Esports followers’ attitudes also
strike a progressive tone. Over half
of esports followers like games with
strong female characters (29% more
likely than the average gamer), and
35% of esports followers follow a
female esports player or team on
social media.
This group is also heavily commu-
nity-focused, willing to spend on
premium products, and show greater
receptiveness to ads. For example,
esports followers are 52% more likely
than the average gamer to say they
buy products/services to access the
community built around it (1 in 4 do).
If brands manage to utilize this, they
may be on to a winner with this highly
desirable audience.
Getting to grips with the esports audience
40% of
esports
followers
consider
gaming as
legitimate
a pastime
as sport Community-driven,
tech-oriented, &
receptive to advertising
% of esports followers in
15 markets who say the
following describes them
(sorted by over-index)
*esports followers are defined as gamers
who say they watch/follow one of the 22
esports leagues we track & who say they’re
extremely/very interested in esports
55
Youngoer anmslplirtMmilos oymmillos,iom bbncMsgoyr ncaos,ib
Youngoer oarmsolpitnmaMoyMoMiieoyMoasrgoyproy,ybcyucr
Younngoenren namnsolaompnoistneml laMoYo nn
Youngeouro amousnolpnitaioMnpytrgor,olpreabuy
Youngeouro amo slgepoYoiltnopnngoletnsuMpne
Youngeor oaeormeosnlpror orlioteMormntyp
Yo
Yo
Yo
Yo
YY
From our 22 tracked esports leagues,
we can see the FIFA Interactive World
Cup nabs the most interest from
esports followers in many countries.
This is likely down to the popular-
ity of FIFA among gamers generally,
with all PlayStation users being eligi-
ble and encouraged to take part. In
2019, the final was broadcast live on
Fox Sports and many professional
football clubs, like PSG, Manchester
City, West Ham United, and Sporting
Lisbon signed up online gamers to rep –
resent their club in the online world.
This not only highlights the vast com-
mercial opportunities in esports, but
the increasingly blurred relationship
between sports and gaming.
Call of Duty League also features in the
top 3 titles in eleven of the markets we
track, which isn’t surprising given the
success of Black Ops Cold War in 2020,
which has also managed to reach new
audiences through Call of Duty: Mobile.
Like most esports leagues around the
world, the league was forced to shift
to an online format last year, but that
didn’t hinder engagement. Last year ’s
final was the most-watched Call of
Duty match ever, amassing 330,000
viewers and leaving the winner with
$4.6 million and a throne. Soccer star
Paul Pogba joined the Verdansk FC
esports team last year to play Call of
Duty, helping to bring esports to an
ever bigger audience.
League of Legends (LoL) Championship
Series, Fortnite World Cup, and PUBG
Global Championship are also prom-
inent titles. League of Legends, which
dominates esports in South Korea
and China, managed to weather the
storm of the pandemic far better
than others – the LoL Worlds still
took place in China with spectators
and there wasn’t a major drop-off in
prize money either. Engagement with
esports leagues might differ based on
location, but they all bring a legion of
dedicated fans and plenty of opportu-
nities for the right brands to play in this
space. Our data allows you to under –
stand each subset of esports follower,
which differs based on titles and loca-
tion, to help reach your target audience
more effectively.
Esports leagues around the world
Want our latest market
and regional insights?
Our market snapshots
offer an easy way to
discover the digital
consumer in your area.
The folks organizing and competing
in both the Call of Duty League and
Overwatch League did an amazing
job pivoting to challenging condi-
tions last year, and fans did just as
good of a job following their favorite
teams too.
Research that Activision Blizzard
conducted last year found that
fans of esports leagues have a dif –
ferent stated and observed reaction
to ads and sponsorships integrated
into these broadcasts, when com-
pared to traditional sports and other
entertainment content. There’s a
mutual respect between esports
fans, players, sponsors, and organ-
izers, all wanting their beloved
sports and leagues to grow and
prosper. It’s because of this that
we see increased level of campaign
impact and favorability for brands
entering the esports space, look-
ing to turn passionate fans into
engaged customers.
Jan Bojko, Head of Market Research, Activision
Blizzard Media
“
Well played 57
AustraliaFIFA Interactive World Cup
International DOTA 2
Call of Duty League
20
19
18
BrazilFIFA Interactive World Cup
League of Legends Series
Call of Duty League
35
23
19
Canada Call of Duty League
FIFA Interactive World Cup
Fornite World Cup
26
22
20
FranceFIFA Interactive World Cup
Call of Duty League
Fornite World Cup
22
22
20
Germany FIFA Interactive World Cup
Call of Duty League
Fornite World Cup
28
24
20
IndiaPUBG Global Championship
FIFA Interactive World Cup
Call of Duty League
41
35
32
Indonesia PUBG Global Championship
FIFA Interactive World Cup
ePremier League
43
31
21
ItalyFIFA Interactive World Cup
eFormula one
Call of Duty League
35
29
17
Japan ePremier League
Fornite World Cup
FIFA Interactive World Cup
29
29
24
Mexico FIFA Interactive World Cup
Call of Duty League
eFormula one
40
25
25
Philippines Call of Duty League
International DOTA 2
League of Legends Series
38
35
34
SpaineLaLiga
eFormula one
FIFA Interactive World Cup
29
29
28
Thailand FIFA Interactive World Cup
PUBG Global Championship
ePremier League
26
23
19
UKFIFA Interactive World Cup
Call of Duty League
Fornite World Cup
31
25
17
USA Call of Duty League
Fornite World Cup
FIFA Interactive World Cup
32
23
22
% of esports followers who watch,
follow, or have an interest in the
following esports leagues
GWI Gaming Q4 2020
7,506 esports followers in 15 markets aged 16-64
17 Esports leagues
around the world
Well played 59
Video- sharing sites Live video streaming
Social media Broadcast TV Other websites
Smartphone Laptop/PC
Television TabletGames
console
60
57 36
54 8
69 66
23
42 20
Esports remains firmly anchored online…
% of esports followers who watch esports via the following
18
19
Twitch has long been at the forefront
of esports viewing, and has continued
to invest heavily over the past year. In
April 2020, it launched an esports
directory, which put all the professional
esports content on Twitch in one central
place. In the same month, Twitch also
entered into a three-year broadcast
partnership with tournament organiz
–
ers ESL and DreamHack, with the major
English esports events being streamed
exclusively on the platform. Last year,
YouTube made its biggest leap yet in
taking on Twitch’s dominance, signing
exclusive deals with Call of Duty League,
Overwatch League, and competitive
Hearthstone to stream matches on
its platform.
What sets Twitch apart, though, is its
strong community offering, which we
know is something esports followers
crave. Features like Twitch Chat and
bonus gifts like exclusive skins make the
experience immersive and engaging. It ’s
cultivated a unique culture among dif-
ferent esports followers, and its ability to
connect people from all around the world
based on shared interests is unmatched
– and something which traditional TV
also lacks in comparison.
Having said that, 36% of esports fol-
lowers also say they watch esports
via broadcast TV, and while this trails
behind other channels, it’s still a signifi-
cant portion of followers. So while online
streaming sites might dominate esports
engagement overall, traditional TV can
complement this and drive viewership
even further – especially among older
esports followers, who are more inclined
than Gen Z followers to watch it on TV.
ESPN even created a branded ESPN
Esports Day which included 12 hours
of esports in April last year.
Mobile is the top device to watch esports
at 69%, followed closely by laptops/PCs
at 66%. The future of esports growth, like
gaming, will be rooted in mobile. Mobile
helps to cut barriers to entry and allows
more gamers to pour in. China already
has a thriving mobile esports scene, for
example, and for emerging esports mar –
kets like India this will also be the case.
Esports remains anchored online –
but is amplified by TV viewership
44% of Gen
X and 46%
of boomers
who are
esports
followers
watch it
on TV
…and mobile is a gateway for many
% of esports followers who use the following devices to watch esports
GWI Gaming Q4 2020 7,506 esports followers in 15 markets aged 16-64
Well played 61
Mobile gaming
put India on the
esports map
The potential for esports in India is enormous. The
country’s gaming industry is valued at $930m and
is among the top 5 mobile gaming markets in
the world. As of 2020, there are over 687 million
internet users. India’s growing younger user base
presents a big opportunity. And in our data, 84%
of gamers in India say they’re interested in esports.
According to SensorTower, India rose to the
number one spot in mobile game downloads
worldwide in the first nine months of last year;
downloading a whopping 7.3 billion games, nearly
17% of all worldwide downloads. Access to afforda-
ble mobiles, advancement in digital infrastructure,
and the rise of mobile games all contributed to this
growing appetite for gaming content.
The immensely popular free-to-play PUBG Mobile,
and Clash of Clans, helped to put esports on
the map in India. Following PUBG’s exit due to a
clampdown on Chinese-associated apps, it’s left a
gaming-shaped hole in many Indian gamers’ lives –
but this won’t be for long. Global gaming firms, like
Activision, are lining up to invest in India’s esports
ecosystem. Anyone with an eye on esports, will have
its eye on the massive commercial opportunity in
India. China might still lead the esports pack for
now, but the gap is starting to close.
Trend in action
Esports followers
in India spend just
under 4 hours per
day on mobile
63
63
Engagement and interest in
esports is going from strength
to strength, opening up excit-
ing opportunities for investors,
brands, and sponsors – of
all kinds.
Last year, BMW partnered with
5 major esports organizations,
while Marvel Entertainment
dipped its toes with its first
esports partnership. In February
2021 alone, Dunkin’ partnered
up with Twitch Rivals North
America; Invisalign sponsored
San Francisco-based Golden
Guardians; and TikTok entered
a year-long partnership with
FIGHT esports. The list goes on.
Collaborations often involve
a range of original content creation, interactive experi
–
ences, and other fan activations
– and esports followers welcome
this level of engagement. Close
to half think brands are usu-
ally well-suited to the esports
events sponsor, while around 2
in 5 say it’s OK for brands not
related to esports to sponsor
teams or events. Around half
of esports followers also say
they notice the brands worn by
teams/players during events,
and close to 2 in 5 say they try
to support brands that sponsor
their favorite teams.
All good news, but around 1 in 4
also say that there’s too much
advertising in esports, and
they’re also 12% more likely than
the average gamer to have used
an ad-blocker in the last month
(55% have).
It’s been said before and it’ll
be said again – relevancy
is absolutely key to achiev –
ing meaningful connections.
Nobody wants to be bombarded
with irrelevant ads when they’re
just trying to enjoy their favorite
content. It’s that simple.
One effective channel could be
using esports teams and play –
ers as influencers. Over half
of fans say they follow esports
players on social media, and
they’re more likely than the
average gamer to find out
about new brands/products
through endorsements by
well-known individuals.
The commercial opportunity in esports
Over half of esports
fans follow esports
players on social media
Sponsorship is largely welcomed, but some are ad-weary
% of esports followers who feel the following ways about sponsorship of esports
GWI Gaming Q4 2020 7,506 esports followers in 15 markets aged 16-64
For brands, the impact of sponsorship investments will pay off
% of esports followers who say the following statements apply to them
20
21
Well played 65
Status, involvement, and exclusivity are key drivers of advocacy…
GWI Gaming Q4 2020 7,506 esports followers in 15 markets aged 16-64
22
23
% of esports followers who say the following would motivate them to promote their favorite brand online
(sorted by over-index)
…these sentiments are also reflected in what they want brands to do
% of esports followers who say they wants brand to do the following things (sorted by over-index)
21
28 29
28 25 1.37 1.31
1.24 1.23
1.17
IDX
21
28 29
28 25
1.37
1.31
1.24 1.23 1.17
26
28 37
35
42 1.33
1.26 1.131.11
1.05
IDX
The icing on the cake is turning fans into cham-
pions – loud and loyal voices of your brand. It’s
by no means an easy feat, especially in a quickly
evolving space, but knowing what they value is a
step in the right direction.
Esports followers highly value status, involvement,
and exclusivity. They want to feel included, like
they’re “in-the-know”. Again, it’s their undenia –
ble fondness of being part of a community that
underpins these attitudes – which helps to explain
why they’re 33% more likely than the average
gamer to want brands to run customer commu –
nities and forums.
They’re also far more likely than the average
gamer to say they’d promote their favorite brand
when something enhances their online status, if
they get access to exclusive content or services,
or if they have insider knowledge about the brand
or products.
Brands and esports organizations who can create
an environment where followers feel involved,
heard, and like they’re part of something truly
special will have a much better chance of get-
ting the champions they’re after – and keeping
them too.
From fans to champions:
building brand advocacy
37% of esports
followers want
brands to be
exclusive (28%
more likely than the
average gamer)
67
Appendix
1
2
3
4
5
6
7
8
9
10
11
This chart is drawn from
multiple questions across
our Core and Gaming
datasets.
Which of these gaming
genres have you played in
the last 12 months?
Which of these gaming
genres have you played in
the last 12 months?
Which of these devices do
you use for gaming?
What are your main reasons
for gaming? • What typically
makes you frustrated about
a game?
Which of these consoles do
you have?
Which of these devices do
you use for gaming? | Which
would you be interested in
purchasing?
Which of these gaming PC
or laptop brands do you
have?
Do you use any of these
18
19
21
22 13
14
15
16
17 additional services? • Which
services you are consider –
ing purchasing in the next
12 months?
Thinking about gaming,
which of these things have
you purchased in the last
year?
Which of these additional
devices/accessories are
you considering purchasing/
replacing in the next year?
Thinking about gaming,
which of these things do
you do? Where do you get informa-
tion and content on gaming?
Where do you get informa-
tion and content on gaming?
(Social Media) •
Which
social media platforms do
you use for information and
content?
How old are you? • Which
of these best describe your
gender? • What is your yearly
household income before
tax or any other deductions?
Which of the following do
you feel describes you?
Which of these esports
leagues/events do you
watch, follow, or have an
interest in?
How do you watch esports?
Which devices do you use to
watch esports?
How do you feel about spon –
sorship of esports?
Which of these statements
about sponsorship apply to
you? What would most motivate
you to promote your favorite
brand online?
Which of these things do you
want brands to do?
12
20
23
69
Introduction
Figures in this report are primarily
drawn from GWI Gaming’s online
research among internet users, who
are gamers, aged 16-64. We also use
our GWI Core dataset, which is fielded
across 47 countries, and interviews over
688,000 respondents per year.
Please note that we only interview
respondents aged 16-64 and our fig-
ures are representative of the online
populations of each market, not its
total population.
Our research
In this research, GWI interviewed
19,488 gamers aged 16-64 across 15
markets. Respondents complete an
online questionnaire that asks them
a wide range of questions about their
lives, lifestyles and digital behaviors.
We source these respondents in
partnership with a number of indus-
try-leading panel providers. Each
respondent who takes a GWI survey is
assigned a unique and persistent iden-
tifier regardless of the site/panel to
which they belong and no respondent
can participate in our survey more
than once a year (with the exception
of internet users in Egypt, Saudi Arabia
and the UAE, where respondents are
allowed to complete the survey at
6-month intervals).
Our quotas
To ensure that our research is
reflective of the online population
in each market, we set appropriate
quotas on age, gender and educa-
tion – meaning that we interview
representative numbers of men vs
women, of 16-24s, 25-34s, 35-44s,
45-54s and 55-64s, and of people
with secondary vs tertiary education.
To do this, we conduct research
across a range of international
and national sources, includ-
ing the World Bank, the ITU, the
International Labour Organization,
the CIA Factbook, Eurostat, the US
Bureau of Labor Statistics as well
as a range of national statistics
sources, government departments
and other credible and robust third-
party sources.
This research is also used to calcu-
late the “weight” of each respondent;
that is, approximately how many
people (of the same gender, age and
educational attainment) are repre –
sented by their responses.
Notes on
methodology
Sample size by market
This report draws insights from GWI
Gaming’s Q4 2020 wave of research
across 15 countries, with a global
sample of 19,488 respondents. Australia
770
Brazil 1,011
Canada 1,102
France 985
Germany 1,087
India 1,787
Indonesia 1,4 82
Italy 1,4 50
Japan 1,105
Mexico 957
Philippines 1,002
Spain 1,566
Thailand 1,03 3
UK 1,377
USA 2,774
All gamers
71
Internet penetration
rates: GWI versus ITU
figures
As GWI ’s Core Research is conducted
among 16-64 year-olds, we supplement
the internet penetration forecasts for a
country’s total population (reproduced
above) with internet penetration fore-
casts for 16-64s specifically. Forecasts
for 16-64s will be higher than our fore-
casts for total population, since 16-64s
are the most likely age groups to be
using the internet.
Internet penetration
rates across GWI’s
markets
GWI’s research focuses exclusively
on the internet population and
because internet penetration rates
can vary significantly between coun-
tries (from a high of 90%+ in parts of
Europe to lows of c.20% in parts of
APAC), the nature of our samples is
impacted accordingly. Where a market has a high internet
penetration rate, its online popula-
tion will be relatively similar to its total
population and hence we will see good
representation across all age, gender
and education breaks. This is typi
–
cally the case across North America,
Western Europe and parts of Asia
Pacific such as Japan, Australia and
New Zealand. Where a market has a
medium to low internet penetration, its
online population can be very different
to its total population; broadly speak –
ing, the lower the country’s overall
internet penetration rate, the more
likely it is that its internet users will
be young, urban, affluent and edu-
cated. This is the case throughout
much of LatAm, MEA and Asia Pacific.
This table provides GWI forecasts
on internet penetration (defined as
the number of internet users per 100
people) in 2019. This forecasted data
is based upon the latest internet pene-
tration estimates from the International
Telecommunication Union (ITU) for
each market that GWI conducts online
research in.
Internet Penetration
Rates (GWI’s Forecasts
for 2020 based on 2018
ITU data)
Table here refers to the total popula-
tion in each market
Australia 89
Brazil 75
Canada 94
France 86
Germany 92
India 45
Indonesia 42
Italy 77
Japan 93
Mexico 71
Philippines 67
Spain 90
Thailand 59
UK 96
USA 90
73
Posted a comment
in a foru m
Bought something
online in the last week
Want to reach
the next level?
Our new data set reveals gamers in extreme detail,
covering 15 global markets to give you a full picture
of an audience that needs to be heard.
Join the game
of mobile gamers
have watched an
entire online video
ad in the last 7 days
48%
© GWI 2021
