Research Reveals 47% of Gamers Utilize Multiple Platforms

Newzoo has released the findings of its Global Gamer Study, which analyzed the gaming habits of over 74,000 individuals across 36 markets through online surveys. The study yielded key insights into the behavior of multi-platform gamers. Of the respondents, 79% identified as gaming enthusiasts, with 47% of this group playing on more than one platform, including PC, mobile, and console. Mobile gaming emerged as the most popular platform, with 60% of online respondents playing on phones or tablets, while console and PC audiences accounted for 33% and 32%, respectively. Notably, 15% of respondents engaged with games across all three formats. A Venn diagram was also released to illustrate the overlap between these groups. The study found that women were slightly more prevalent among single-platform players, comprising 50% of this group, whereas men were more likely to play across all three platforms, making up 64% of this cohort. Additionally, the study highlighted the appeal of games beyond mere gameplay, with 76% of respondents playing games and 54% watching gaming content in other forms. The research reinforced previous findings that gamers are more receptive to brands than non-gamers, with significant gaps in positive brand perception across various categories, including sports brands, beverages, fast food, delivery services, and sunglasses. According to Newzoo, 'the global gaming audience is more open to branded content and media collaborations within games, presenting opportunities for companies to engage with actively involved game enthusiasts.' Similar findings were reported in a survey conducted last year and a 2020 poll by Gameloft.