Video Games Now Universally Accepted Across All Post-War Generations

The traditional stereotype of a lone, young male gamer is no longer applicable, as recent consumer research by Newzoo indicates that engagement with video games has become so widespread that even the average Baby Boomer is likely to be a gamer. A new Global Gamer Study, titled How Consumers Engage With Games Today, conducted by Newzoo's consumer insights team, suggests that a majority of the Baby Boomer generation, precisely 53%, engage with video games. This engagement includes activities such as playing games, viewing games content, visiting online games communities, listening to games podcasts, attending games conventions, and discussing video games with family and friends, among others. The study found that the number of gamers in any given generational demographic increases with a decrease in age, with 72% of Gen X, 88% of Millennials, 92% of Gen Z, and 96% of Gen Alpha engaging in gaming activities. Among the most engaged demographic, Gen Alpha, those classified as 'game enthusiasts' spend an average of 5.2 hours per week engaging with games, surpassing time spent on social media. The Global Gamer Study, which surveyed over 73,000 consumers across 36 markets, found that 85% of online consumers worldwide are considered 'game enthusiasts' who engage with the hobby through playing, viewing, owning, and/or social behavior, with 80% of global consumers actually playing video games. The study also revealed that the 'adventure' genre is the most popular among the three youngest demographics, with titles such as Minecraft, Fortnite, Call of Duty, and Grand Theft Auto being named as examples. In terms of overall ubiquity, the study found that mobile gaming has played a significant role in bringing games to the mainstream, but the most dedicated gamers in terms of hours and minutes can be found on PC and console. The study also noted that the non-mobile formats are where the hobby's biggest spenders can be found, with more than half of console players being medium or high spenders, spending between $5 and $25 or more per month on gaming-related purchases. Additionally, the study found that PC and console players are more likely to spend on various combinations of titles, DLC launches, and content, microtransactions, and other in-game purchases, and are more comfortable paying upfront for an experience. The study also highlighted that the younger the data skews, the higher the share of female and non-binary players can be counted among the premium game segment, showing that 'paying audiences are growing more diverse with every passing gamer generation.' Furthermore, the study found that 14,502 games were released on Steam alone in 2023, and that just 66 games accounted for 80% of all play throughout 2023, despite a demonstrable hunger for new experiences existing among gamers. The study also noted that 31% of PC and console players 'often seek out and try new or trending games,' and that this group skews male, is predominantly Gen Z and Millennial, and has an average age of 27.4 years old. This group is also likely to spend money on the hobby, with 82% having spent cash on gaming within the last six months, and 76% having invested in buying physical or digital titles outright. The study also found that good graphics are the most attractive feature to this lucrative group, with 38% citing visuals as the element that excites them the most. Interestingly, the study found that the regions where new game seekers are most prevalent are not the traditional core markets for games, such as the US, Japan, and the UK, but rather China, India, Thailand, Egypt, Saudi Arabia, and Vietnam, where 35% of players fall into this classification.