The gaming

playbook
Everything you need to know
about the gaming audience
 04 Introduction

06 Discover our data

08 Key insights

10 Choose your character:

a guide to gaming audiences

20 Deconstructing gameplay:
what gamers are playing and why Methodology
& definitions
36 Bonus round:
enhancing the gaming experience Figures in this report are primarily Throughout this report we refer to

In this
drawn from GWI Gaming’s online indexes. Indexes are used to com-
44 Player 2 press start: research among 19,488 internet pare any given group against the
the gaming community online users, who are gamers, aged 16-64. average gamers (1.00), which unless

report
The survey is fielded in the following otherwise stated refers to the global
52 Well played: 15 markets: Australia, Brazil, Canada, average gamer. For example, an
the world of esports France, Germany, India, Indonesia, index of “1.20” means that a given
Italy, Japan, Mexico, Philippines, group is 20% above the global aver-
68 Appendix Spain, Thailand, UK, and USA. age, and an index of “0.80” means
that an audience is 20% below the
70 Notes on methodology We only interview respondents aged global average.
16-64 and our figures are represent-
74 More from GWI ative of the online populations of When reading this report, please note
each market, not its total popula- that we use a mixture of data from
tion. Note that in many markets in our GWI Gaming dataset fielded in
Latin America, Asia-Pacific, and the Q4 2020 across 15 markets, our GWI
Middle-East and Africa, low inter- Core dataset which is fielded across
net penetration rates can mean 47 markets, and Zeitgeist data from
online populations are more young, the past 6 months which has been
affluent and educated. conducted in the U.S. and UK only.

3
Introduction

If it wasn’t apparent before the us a 360 degree view into gamers’

COVID-19 pandemic, few could now lives both on and offline, it offers an
deny what a juggernaut the gaming unparalleled depth of insight into the
industry is – which is set to exceed modern-day gamer.
$200 bn in revenue in 2023.
As we will cover in this report, the
But for all the attention on gaming “gaming audience” is something of
as a market, the profiles of individ- a misnomer. Gaming comprises an

This report focuses on:

ual gamers themselves have been ecosystem of varying subgroups and
less explored. identities. There are people who play
games, and they do so on different
Profiling gamers by the device they devices. Then there are people who
use to play is one way of defining consume gaming content, who may
the audience – but often the most not play games themselves. Then
meaningful changes come when there is esports, which is another A look at different
you analyze by franchise or genre. thing entirely. revenue models – which
Fundamentally, each group has to goes far beyond the Analysis of what
be understood on its own terms. Whether you’re a brand looking to physical game. From different gaming
crack into gaming, an agency looking understanding buyers audiences look like, A deep-dive into the
This report uses our new dataset, to refine your expertise at targeting of DLC and microtran- based on the device world of esports,
GWI Gaming, to fill in some of the gamers, or a publisher looking for sactions, to the potential they use, the genres/ understanding what The lay of the land in the
blanks. With research gathered intel on how your players think and of persistent virtual franchises they play, and matters to its audience console marketplace,
across 15 countries, and making use behave, this report aims to provide worlds in franchises like their engagement with and the opportunities for and the potential of
of our recontact methodology to give you with the tools you need. Fortnite and Roblox. other gaming content. brands and investors. subscription services.
 Each of the

Discover the graphs is

numbered

data on our
More information can
be found in the Appendix
section at the end of

platform
this report

Each chart from our ongo-

ing global research in this
report contains a hyper-
link that will bring you
straight to the relevant
k
question on our Platform, ea of
Sn iew
where you can investigate ev ew
pr ur n orm
all data by demographics, o tf
pla
over time, and among your
own audiences.
Just click this icon
to explore the data
on the platform

Source Information
Click the dots about the source
to navigate Base and base

7
Key Video games
insights are the initial
hook – in-app Esports
purchases continues to
and add-ons Gamers grab gamers’
Family units keep them with an
make for interest and
there active social investment
There are multi-console presence will
Microtransactions and DLCs have
dollars
more gamers owners emerged as prominent sources of rev-

help spread
enue in recent years. Many free-to-play

around than With exclusive franchises found on

games like Fortnite and League of

the word
Legends have made serious bucks off
As engagement with esports grows,
so do the opportunities for brands.

you might different games consoles, multi-con-

sole adoption is becoming more
in-app purchases. But for any publisher
looking to land with these more premium
But to play in this space, it’s crucial to
firstly understand the esports audience.
think commonplace; gamers don’t want
to be limited in the games they play.
gamers, they firstly need a grasp on
who’s buying what. Did you know that
Gaming is a highly communal activity,
even among the most casual gamers
They’re far more diverse than you might
expect; extremely community-oriented;
Console gamers with children, how- female gamers purchase more micro- (those playing less than once a month) and want brands to make them feel
The pandemic didn’t create a legion of ever, are 24% more likely to own 2 or transactions than other add-ons? This 31% say they did any of the gaming- involved. The good news for brands
new gamers; it made us appreciate just more consoles, showing the appeal of is likely due in part to their interest in related actions we track. Because is they’re welcome of sponsorship –
how many people spend their time play- different brands among select gaming brands offering customized/person- gamers like to share or discuss their around 2 in 5 say it’s OK for brands not
ing video games. But the last few years demographics. The Switch is prevalent alized products. Meanwhile, Xbox and experiences with each other, those related to esports to sponsor teams or
have seen some audiences picking up in this regard, despite PS4 ownership Switch gamers are more likely to pur- with the most active social media events. Sponsorship stands to pay off,
controllers in greater numbers, including leading outright, Nintendo’s device has chase any type of add-on compared to presence can prove important advo- but to really engage this group, brands
women, family units, and those living seized on the “second-console” slot in PS gamers. Understanding who’s buying cates for brands without historical ties need to understand their unique culture
in MEA. a record-breaking year. what, and why, matters. to gaming. and what matters to them.

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
 A cheat sheet to 1
gaming audiences

Audience size Avg. Gender Interest in gaming Gaming frequency

Gaming: a big deal Devices age Male Female % extremely/very interested % who play every day
even pre-COVID in gaming

Smartphone 76 33 55 45 58 37
The received wisdom is that that figure has hardly changed
COVID-19 sparked a gaming since 2015. Laptop 46 33 59 41 65 38
boom. For a while, it seemed
like everyone was tending their With many other pastimes PC 38 34 66 34 70 39
islands on Animal Crossing, hunt- stripped away, the pandemic has
ing impostors in Among Us, or highlighted just how many people Games console 37 34 60 40 72 39
struggling through knockabout take part in gaming. That’s not
Tablet 22 36 50 50 59 41
obstacle courses on Fall Guys. to say it hasn’t helped command
Shortages of Nintendo Switches more of people’s time; 70% in the Handheld device 15 32 54 46 75 45
and PlayStation 4s (at the end of UK/U.S. who started gaming more
their lifecycle, no less) seemed because of the pandemic are still Mobile gamers* 81 34 55 45 57 37
to bear out the simple observa- doing so.
tion: everyone was gaming all of PC/laptop gamers 65 33 61 39 64 37
a sudden. Marketers are now increasingly
aware of the size of the gaming
Any device - 34 55 45 55 35
But in asking how many people audience, but its size can also
started gaming because of make it intimidating. How do
COVID-19, we’re asking the wrong you begin trying to carve out an
question. The gaming audi- audience spread across different
Media
ence was already there, in large devices, franchises, and media?
numbers.
Esports viewers** 46 31 65 35 79 42
On the page opposite we have
Livestream viewers*** 38 31 63 37 74 42
The gaming audience has always provided a quick cheat-sheet to
been substantial, and spanned understand what they look like on Branded game players**** 15 31 67 33 74 47
more demographics than is a top-level basis, and through-
often thought. Our data shows out the report we will conduct *smartphone & tablet
that 86% of internet users play deep-dives into these branches **watch esports content at least once a week
***watch gaming streams on Twitch or YouTube
games on any kind of device, and of gaming audiences. ****have played a branded game in the last month GWI Gaming Q4 2020 | GWI Core Q4 2020 19,488 gamers in 15 markets aged 16-64

Choose your character 13

 2
Where new % growth between 2018 and 2020 of people who have played
at least one gaming genre in the following audiences

gamers
are coming
from 55-64s +32%

Grandparents +28%

Saudi Arabia +23%

Leveling up: growing audiences

While gaming has been near-univer- With this definition, we can see which this diversity is always reflected in the
Taiwan +22%
sal among the online population for demographics have increasingly taken content is another matter, but the take-
quite some time, the gaming audience to gaming in recent years. away is obvious – the gaming audience
has still seen some pronounced demo- isn’t just bigger than often realized, but France/Belgium +22%
graphic changes in recent years. Most obvious is older internet users, more inclusive as well.
those aged 55-64. Gaming has
To best spot them, we have to refine become especially important to grand- We can also see how gaming has 3+ children +18%
our definition of gamers slightly, by parents or those with 3+ children, enjoyed big growth in an intriguing
focusing on an audience of internet which underlines its importance to selection of markets, some of which
users who say they have played from family time. This also includes mar- show how it’s taken root in unexpected Women +14%
any of a list of 19 genres in the last 12 ried couples; no wonder the franchise places. Western Europe is one obvi-
months. Many people are gamers, even Overcooked has become established ous hub, with France, Belgium, and
if they don’t realize it; this definition lets in some online circles as the ultimate Switzerland all growing significantly. Married +11%
us focus on a more self-identifying litmus test of a relationship’s success. Another is Saudi Arabia, where a young
gaming audience. This is still a large Gaming has also shown good increases population, loosening regulations, and
group (78% of the online population), with women, which is further evidence restrictions on other pastimes have
but in gaming terms at least, it’s more that the gaming audience is more combined to make it one of gaming’s
of an engaged one. diverse than is often supposed. Whether boom spots. GWI Core Q3-Q4 2018 and Q1-Q4 2020 725,561 internet users aged 16-64

Choose your character 15

 Trending genres 3
% growth of internet users who have played a game in the following genres
in the last 12 months, since 2018

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 Strategy/
Simulation Puzzle/Platform Real-Time Strategy
worlds as places they can inhabit.

Competition – Genres based on +24 +15 +15

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
Leveling up: are now much more comfortable hosting Battle Royale Action Adventure/ Shooter
trending genres hundreds, if not thousands of players at (since 2019) Open World

+14 +13 +13

once, creating more powerful social expe-
Big changes haven’t just come in who’s riences through gaming software.
playing, but the kind of games they
want to play. Cognition – Gamers are going a step
beyond casual play. Characterized by
Since 2018, simulation, puzzle, and problem-solving and reward mechanisms,
strategy have seen the biggest growths these games are more of a “lean-forward”
of any genre we track. These obvi- experience. Party and rhythm/music
ously point to the types of game most games have fallen in popularity as the MOBA - Multiplayer
Online Battle Arena Party Games Rhythm/Music
in-demand but in seeing them as a col- pandemic has reduced the scope for local
lective, we can identify some common
emerging themes.
multiplayer. There are still plenty of casual
gamers, but on the whole, we’re seeing
gamers look for more mentally stimulat-
+7 -6 -6
These are: immersion, competition, ing experiences, likely exacerbated by the
and cognition. need to fill free time during lockdowns. GWI Core Q3 2018-Q4 2020 1,218,817 internet users aged 16-64

Choose your character 17

Trend in action

Playtime

Instructive marketing case studies products for children, and Saudi

can be found in the fast-grow- Telecom reflected a multi-gen-
ing gaming hubs of APAC and erational gaming audience in
MEA – especially for audiences its campaign to retain market
outside the traditional gaming dominance.
demographic.
Games and play have always been
In many cases, brands and agen- a part of shared family time, and
cies have cannily used games and there’s no reason why new tech-
gamification to tap into the family nology would be any exception.
unit. Unilever leveraged an audi- These campaigns could just be
ence of gaming moms to boost the start. Could gaming be used
sales of a hygiene toothpaste as a touchpoint for couples filling
brand, Frisian Flag did some- out their first shared home, or for
thing similar with its dairy-based grandparents?

Choose your character 19

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
Device Gaming device ownership
% of gamers who play games on the following
4 Gaming pros and cons
% of gamers who say they play games on the following devices...
5

overview
Games Handheld PC/ Smartphone VR
console gaming device laptop headset

..who also play For fun 70 60 67 65 61

76 46 38 games for the
Smartphone Laptop PC following
reasons For the challenge 36 38 34 31 48

For the storylines/narratives 28 33 22 18 36

To compete online 23 28 22 19 41

To escape from reality 30 30 26 23 37

37 22 8
Games console Tablet VR headset

..who also say Doesn't run smoothly 31 34 35 32 34

the following
are frustrations
about gaming Too expensive to progress 33 36 32 31 33

5 81 65 Too hard to play 30 34 28 28 25

Handheld Mobile PC/
gaming device (Smartphone & Tablet) laptop Doesn't match expectations 26 31 26 25 30

Lose interest 25 31 25 25 29
GWI Gaming Q4 2020 19,488 gamers aged 16-64

Deconstructing gameplay 23
What gamers want

Found in the pockets of nearly every internet A closer look at gaming motivations lends Want a
user, smartphones – bolstered by tablets truth to this observation. With the exception closer look
– have catapulted mobile gaming into the of playing to relax or pass the time, gamers at consumer
forefront. For some time, these devices bore playing on mobiles are less likely to cite any behaviors on
the “casual” moniker, deemed unfit for the of the 10 reasons for gaming we track than mobile? Try
competitive, large-scale gaming seen on the among those on other devices – they’re not our platform
likes of consoles and PC/laptops. ticking all the boxes just yet. for free.
Today, that’s no longer the case. Thanks to That’s not to say consoles and PC/laptops
rapid hardware developments, and support are meeting every need either, but they’re
from big-name franchises such as Fortnite seemingly better-placed at present to
or League of Legends, mobile gaming now accommodate committed gamers, more
offers a wider range of experiences than likely to be interested in gaming.
the classic puzzles and platformers. Though
mobiles are now accommodating of gaming, When it comes to specific frustrations, the
this is likely considered a bonus instead of biggest annoyances for gamers lies in device
an outright purchase driver. performance, expense, and game difficulty.

25
 6
Multi-console ownership
is not uncommon
% of console owners
who also own the
following consoles 39 55

39
29

19
41
Consoles: a close up 14
Example of how to read
Games consoles, a mainstay of living is fierce, with console wars today fought Our data generally points to Nintendo
25
rooms worldwide since the Magnavox between three major contenders: Sony, as the favorites in this regard. Despite
Odyssey was released in 1973, have Microsoft, and Nintendo. While many the PS4 leading the way, Switch own- 50% 50
endured well into their 9th generation are quick to take sides, franchise-ex- ership is prevalent among all console 8% 17
– ushering in the Xbox Series X and PS5. clusives such as Mario, Halo, and audiences – particularly ones with fam-
God of War have made multi-console ilies. However, the prominence of PS4 12
Requiring a one-time purchase and no ownership more common – meaning and Xbox One ownership among PS5 or 50% of Xbox X owners also 13 8
additional hardware upgrades, games manufacturers have an opportunity to Xbox Series X owners, respectively, sug- own a PlayStation 4.
15
consoles are typically more cost-ef- seize upon the “second-console” slot, gests loyalty is a more enduring factor
fective in the short-term than the likes particularly among gamers outside in future console adoption. 8% of PlayStation 4 owners 52
29
of PCs. They’re an accessible way for their loyal player base. also own an Xbox X.
newcomers to get into gaming, while This is made clearer from purchase
retaining players at the same time – Multi-console ownership is prominent interests, with current PS4 or Xbox One 37
39
39% of PC/laptop gamers say they play among family units – gamers living with owners likely to consider purchasing
26 31
games on consoles. Moreover, there their children are 24% more likely to their next-gen equivalents. Though
are historic examples of console-pri- own any 2 of the most popular games the Switch falls behind here, Nintendo
ority; GTA V launched months ahead consoles. It’s not just gaming that’s achieved record-breaking sales in
of the PC version or, in the case of driving this; with access to numerous 2020; potentially the go-to choice as
Timesplitters, never launched at all. streaming services, consoles make for supply issues continually plagued the
As such, competition in this landscape fitting media devices in a family home. PS5 and Xbox Series X. GWI Gaming Q4 2020 7,426 console gamers in 15 markets aged 16-64

Deconstructing gameplay 27
 7
Next-gen devices are swaying
console audiences
% of console owners who are also interested in purchasing the following consoles

Console
owners
71

Play 56
Station 4

51

24
29
Nintendo
Switch
28
40

50

Xbox 19
One
26

29
30

GWI Core Q4 2020 19,724 console gamers aged 16-64

29
Outside of smartphones,
PC/laptop is the preferred
gaming device among Gen
Zs and baby boomers Top PC/laptop brands 8

% of PC/Laptop gamers who own the following brands

PC Gaming 28 24 21 17 16 12 7
With various manufacturers com- of the preventative measures we track who own these devices don’t necessar-
peting, PC/laptop gaming makes for (using VPNs, ad-blockers, or private ily need to make an additional financial
a highly competitive and tribal land- browsers), meaning that authenticity commitment to gaming.
scape – potentially more so than seen and clarity from anyone engaging with
on consoles. Given their tendency to this audience is a must. The key difference is one of longev-
over-index for an interest in comput- ity. Ignoring the likes of emulators
ers/coding or technology, PC/laptop Cost, however, is a different factor. – which can run games from virtually
gamers are generally more tech-savvy The general perception of PC/laptop any device on a PC – services such
than other gaming audiences, making gaming is that it’s more expensive than as Steam, Origin, and Uplay give PC/
it crucial to emphasize the hardware other devices. There’s some truth to laptop gamers a platform to purchase
capabilities of new devices. this; upgrading a PC/laptop from the historic franchises as well as new ones,
ground-up can be more pricey than limited only by their hardware capa-
In addition, this stronger relationship purchasing a next-gen console, but bilities. Because gamers can upgrade
with technology promotes greater our data shows gamers on the latter their devices over time, access to a
attempts to retain privacy or avoid generally make for higher-earners. In new release isn’t necessarily restricted
misuse of their personal data. Even if addition, there are extensive uses for behind a big-ticket item. HP Dell Lenovo Asus Acer Other Self-build
these actions are universal, PC/laptop PC/laptops outside of gaming, mean-
gamers are more likely to perform any ing the 2 in 3 internet users, worldwide, GWI Gaming Q4 2020 11,429 PC/laptop gamers in 15 markets aged 16-64

Deconstructing gameplay 31
 Gamers are opting to 9

expand their experience

% of console gamer groups who use the following services
Subscription services

Service users Interested in purchasing the service in the next 12 months

Switch gamers PlayStation gamers

Having been prominent on cloud-gaming services; sub- physical video game sales It’s worth noting, however,
PCs for some time, online scription services such as plays a large role here – the potential impact of
gaming quickly became Xbox Game Pass or PSNow, falling 13% among console free-to-play titles such as
a mainstay on all gaming that provide access to librar- gamers between Q1 and Q4 Fortnite or Call of Duty:
devices. For some, it’s a ies of older games. 2020 – meaning digital is Warzone. Cloud gaming 47 16 33 21 24 14
vital component of gaming; now the dominant medium, may prove a turning point Nintendo PlayStation PlayStation
Switch Online Now Plus
26% of all gamers play to With subscription ser- with 22% buying a game via in the console wars to come,
socialize with friends (dif- vices largely optional, it’s a digital marketplace in the but free-to-play titles may
ficult without access to difficult to declare an out- last month. have an impact on what
online multiplayer), while right winner. There are also pricing structures gamers
being essential to multi- many factors to take into This is significant for Sony are willing to accept, making
PC/laptop gamers Xbox gamers
player-only genres such account, particularly with and Microsoft, whose monthly charges a harder
as MMOs, MOBAs, and audience sizes varying by cloud-gaming services were sell in the mass market.
battle royale. device and brand, but sub- central selling points ahead
scription users are generally of the PS5 and Series X
Today, online multiplayer is frequent gamers with more launches in 2020. In addi-
22 48 17 34 22
often part-and-parcel with spending power. tion, digital-only versions of 48% of gamers
subscription services; offer- the two exist to cut initial use subscription Steam Xbox Xbox
Live Game Pass
ing paying gamers regular With this in mind, a closer costs and drive engagement services, rising to
news updates, free games, look at current subscription with their own cloud- 56% among those
or exclusive discounts service use reveals interest gaming services instead. who play every day GWI Gaming Q4 2020
via online marketplaces. in purchasing these services
1,896 (Switch), 5,167 (PlayStation), 2,783 (Xbox) console gamers
Moreover, there are also is on the rise. A decline in and 11,429 (PC/laptop) gamers aged 16-64

Deconstructing gameplay 33
Trend in action

Cloud gaming
and the past

The release of the PS5 and Xbox Series X marks the console gamers own a retro console of any kind
dawn of the digital-console era. For a lower price, – amounting to roughly 50 years’ worth of con-
gamers can instead purchase the PS5: Digital tent. In the case of Google Stadia, looking to past
Edition or the Xbox Series S – different names for or popular franchises elsewhere has taken pri-
what is essentially a console without a disc drive. ority over producing in-house games; there’s a
wealth of potential in retro gaming that cannot
Backwards compatibility has always been incon- be understated.
sistent between consoles, but the move from disc
drives to digital effectively means shutting the door While Sony, Microsoft, and Nintendo have work
on any older games that aren’t re-released digitally. to do in onboarding their own historic archives,
Onboarding past titles to cloud-gaming services, third-party cloud gaming services, like Antstream,
however, may be a selling-point in the future. are proving the demand for arcade classics isn’t
limited to one device or brand. As with any game,
While it’s important that gamers have access there are communities devoted to these forgotten
to online marketplaces or cloud-gaming ser- titles, signaling the importance of preserving even
vices when purchasing modern titles, 14% of today’s biggest franchises for the future.

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
 10
1 in 4 gamers have purchased
microtransactions in the past year
The appeal of in-game purchases and add-ons

Both microtransactions and download- this their most popular add-on. devices – creating more touchpoints Add-ons are driving big bucks
able content (DLC) have emerged as Microtransactions also have appeal for purchases. The Switch’s popular- % of the following gamers who say they’ve purchased these add-ons in the last year
prominent sources of revenue. Many across gender, with around 1 in 4 male ity is largely tied to a limited number
free-to-play games, like League of gamers and 1 in 5 female gamers pur- of games like The Legend of Zelda:
Legends and Fortnite, have made chasing this type of add-on. Female Breath of the Wild, Super Smash By device By console
their money through in-app pur- microtransaction buyers are 20% more Bros., Pokémon Sword and Shield, and
chases, which are often cosmetic likely than the average gamer to want Animal Crossing: New Horizons. All of Console PC/Laptop Mobile Xbox PlayStation Switch
items like new costumes for charac- brands to offer customized/personal- which are extremely popular, commu- gamers gamers gamers gamers gamers gamers
ters or level upgrades. To put it into ized products (38% do) – something nity-centric games with the option of
context, Activision-Blizzard made which microtransactions allow them in-app purchases and DLCs.
$1.95 bn in revenue between July and to do.
September 2020 – a whopping $1.2 bn The majority of gamers across 14 DLC for a 27 20 16 36 30 40
video game
of which came solely from in-game By device, console gamers are more markets say they spend less than the
microtransactions. inclined to spend on all types of add-on equivalent to $10/£10 per month on
content compared to PC/laptop or games/in-game purchases. However,
There’s clearly plenty of opportunities mobile gamers. Again, microtrans- around a third of gamers in 9 coun-
here, but for any publisher looking to actions hold similar appeal across tries say they spend between $11-$50 In-game
land with these more premium gamers, devices, but for mobile gamers it’s the per month, while 1 in 10 gamers in currency for 30 28 26 37 32 38
in-game
it’s crucial to firstly understand who’s sweet spot; largely because many pop- the U.S., Japan, and Mexico say they content
buying different types of add-ons to ular free-to-play mobile games adopt spend the equivalent of $50+. Those
reach them effectively. this revenue strategy. who spend more than the equivalent of
$50 are more likely to be high-earning
Age obviously plays a big role, with Looking at specific console users, male millennials.
Season
younger generations being far more Xbox and Switch gamers are more pass 24 21 18 32 26 31
likely to buy microtransactions, DLCs, likely to purchase any type of add-on Add-ons are big business, but to avoid
and season passes than older gen- than PS gamers. One reason for this getting on the bad side of gamers,
erations. Close to 30% of Gen Z and might be down to Xbox’s Game Pass, they need to be meaningful and pric-
millennial gamers have bought micro- which allows users to access a number ing needs to be transparent and fair GWI Gaming Q4 2020 7,426 (Console), 11,429 (PC/laptop), 13,212 (mobile) gamers & 2,783 (Xbox), 5,167 (PlayStation),
transactions in the past year, making of games and play across different – nobody wants to feel duped. 1,896 (Switch) console gamers aged 16-64

Bonus round 39
Accessories also % of the following gamers who say they’re considering
purchasing these devices/accessories in the next year
11

spark purchase
consideration By device By console

Console PC/Laptop Xbox PS Switch

gamers gamers gamers gamers gamers

Gaming chair 26 24 31 28 31

Gaming headset (with microphone) 26 24 32 29 30

Gaming keyboard 23 24 28 26 27

Gaming mouse 22 24 27 25 26

Gaming mousepad 17 17 22 19 23

Steering wheel 18 16 23 21 21

VR headset 26 22 30 30 29

3 in 10 Xbox and PS
gamers plan to buy a
VR headset in 2021 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

Bonus round 41
“
Trend in action

Gamer audience targeting is a hot topic for the

majority of advertisers today and has been mas-

Redefining
sively accelerated by the pandemic.

Who is a gamer? The answer is almost every-

play
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- Imagine a persistent, virtual assets; rapidly updating bill- As the concept and the media
ing to their marketing plans, there is more than likely world where events happen boards based on how many IPs associated with it are so new,
a strategy to help you reach your target audience. in real-time; inhabited by players see them, for example. research into how marketing on
Gamers are in a unique environment, so having individuals who are free to In a virtual world, messaging can these virtual worlds could work
fun, non-intrusive, in-play billboard ads are a good explore, change and interact, translate into a first look at an is thin on the ground. But by
place to start. They need to work with the con- all the while contributing to a upcoming movie, political ban- analyzing our tracked gaming
text of the game but if done right, they can be a shared experience. ners draped across a player’s franchises, we can pick up clues
great way to build an emotional brand connection home or the very clothing their as to which are most prepared to
with consumers. Such a concept already exists: avatars wear. go deeper into these non-gam-
the Metaverse. While not strictly ing experiences.
Nina Mackie, Global Agency Partnerships Director, Admix tied to gaming – Facebook’s The key to a successful Metaverse
Horizon project is approaching is rooted in expression; gamers Animal Crossing, Fortnite,
it from a social perspective – will stretch gameplay mechanics Minecraft, and Roblox players,
the success of games such as in their own way. In Minecraft, for for example, generally show
Minecraft, Roblox, and Fortnite, example, fans have successfully greater interest in live events or
are already changing the way built functioning computers, make payments for in-game
people interact with games, all within the game – far beyond content. They are also more likely
signaling huge implications for the original “survival” concept. to cite gaming as a good way of
brand involvement. Developers need to consider making friends at the same time.
how player actions will affect
Conventional in-game advertis- the future of these worlds, giving
ing relies on the use of dynamic them the tools necessary to
create, express and explore.

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 12

extend beyond Recommend games to friends

the last level 39

% of gamers who say they do the following Watch gaming streaming on Twitch or YouTube
38

Participate in online chats and communities

23
The passives - Gamers practic-
ing the most fundamental advocacy or Post on social media about gaming experiences
extra-engagement behaviors, these indi- 22
viduals recommend games to friends or
watch streamers on YouTube. Their expe-
riences and opinions are formed from Write reviews or critiques of games I play
close acquaintances or through branded 17
Profiling the ecosystem of gaming content, but are rarely posted online for
others to see.
Gaming rarely stops at playing they did any of the gaming-re- Upload my own gaming footage to video sharing platforms
games; there’s a vast ecosystem lated actions we track. While The critics - Those found blogging 14
of custom content, online com- frequent gamers, or those with a about games, writing reviews online, par-
munities, and experiences to be busy social media presence, are ticipating in online communities or posting
Livestream my own games to livestreaming platforms
aware of, and targeting gaming more likely to do any of these, all on social media. A more vocal audience
audiences requires as much gamers are vocal and brands than passive gamers, they can be influ- 12
an understanding about these need to be listening. ential for shaping the opinions of others
behaviors as their motives for elsewhere.
Blog or vlog about the games I play
playing in the first place. By looking at these gaming-re-
lated actions as collectives, we The streamers - Found streaming 11
Even the most casual audiences, can better observe the online their games or uploading footage to vid-
those who play less than once a hideouts and behaviors of gaming eo-sharing platforms; they’re comparable
month, have a voice – 34% say sub audiences. These are: to critics, but typically more informed. GWI Gaming Q4 2020 19,488 gamers in 15 markets aged 16-64

Player 2 press start 47

Vocal or % of gamers who say they get gaming
information from the following
13

committed All gamers Passives Critics Streamers

gamers rely
more heavily
on varied Social media 58 73 78 75

sources
Friends online 39 53 60 63

The information journey

Friends offline 38 47 47 48
Social media should be considered the are a mainstay source of even the most Passive consumers should then be
most universal source of information or informed gaming audiences, reach- considered the last stop for gaming
expression when it comes to gaming. ing the social circles of these groups content, typically citing social media or
Entertainment At the same time, friends – found on or should be a priority. word-of-mouth as methods of product
news websites 29 38 42 48 offline – remain heavily influential on discovery or social media in their prod-
gamers. In Germany, offline friends are Though entertainment sites and uct research. Critics or streamers, with
the leading source of information (40% gaming magazines fall to the way- a broader range of sources, can then
say this), beating out social media by side among passive audiences, we be relied on to mobilize content else-
Gaming eight percentage points. must consider how these, eventually, where while giving reliable feedback to
magazines
18 23 30 41 factor into their relationship with other their followers.
It’s worth noting that friend groups can sources. Considering the prevalence
make for important purchase drivers of each among critics or stream-
in gaming. Knowing something comes ers, their opinions and content will Want to know the full
recommended from a friend, with the likely filter down to passive audiences role social media plays?
GWI Gaming Q4 2020
same gaming interest, is always going via YouTube or shared articles on Here’s our latest
19,488 (all gamers), 9,173 (passives), 6,249
(critics), and 2,722 (streamers) aged 16-64 to be important. Given online friends social media. in-depth report.

Player 2 press start 49

 14
Informed audiences make
for powerful ambassadors
% of gamers, who use social media, that use the following
services for gaming information and content

Building a team
All Gamers Passives Critics Streamers
Critics and streamers like YouTube, Facebook, wanting brands to provide
can make for important Instagram, and Twitter more insider information, or
advocates in the gaming should already be a priority. better develop one-on-one
landscape, with sponsor- relationships with consum- YouTube 84 89 89 91
ship uncommon among Given the scale of their ers – something made easier
historic gaming brands. For respective user bases, by their frequent use of less Facebook 72 73 78 81
those making first contact however, targeting these common social platforms.
with gaming, however – the sub-audiences will inevitably Instagram 58 61 67 72
non-endemics sizing up require more understanding Down the line, their promi-
this space – aligning with than the likes of Snapchat, nent use of all social media Twitter 40 43 47 52
these informed audiences Reddit, or Discord – where, services means advocacy
can offer a serious advan- given the prevalence of can quickly funnel to their Twitch 16 19 20 25
tage against competitors. critics and streamers, com- friends, circles, and resulting
Moreover, platforms are munities are less congested. followers. This should also TikTok 14 15 18 24
experimenting with tools act as a cautious reminder,
to make this process easier; With this in mind, brands however, not to cast favor- Discord 14 15 18 24
it’s important to gain their will need to think carefully itism on select groups; such
support, but matching with about how they use different as Bethesda’s Fallout 76 Reddit 14 15 17 21
the right partner is crucial. platforms too; using them release benefitting influ-
indiscriminately ignores the encers with higher quality Snapchat 13 14 18 25
Knowing critics and stream- potential of would-be brand merchandise than that of
ers are more likely to explore ambassadors – the critics regular audiences. News
more social media than and streamers. Each of these travels fast among gamers,
passive gamers, big hitters groups over-indexes for but it’s not always good. 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

Player 2 press start 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
 Esports followers: who and where are they? 15
% of gamers who are esports followers*
Getting to grips with the esports audience
Younger gamers lap it up Mostly male, but not by much More likely to be affluent
Over the years, esports (professional Traditionally, esports has been per-
competitive gaming) has evolved into ceived as a male-dominated space,
an established form of entertainment with women largely taking a back-
Low income 27
in its own right. Revenues are pre- seat. This view is obviously outdated 58 61
Gen Z Millennials
dicted to reach almost $1.8bn by and alienates a sizable audience. Male 58
2023 and total esports viewership is 42% of female gamers are esports
expected to reach 646 million by the followers, which is not too far behind Medium income 35
same year. As the pandemic curtailed their male counterparts at 58%.
live events, particularly for traditional Gaming has certainly become more
sports, esports and gaming helped to inclusive over the years, but argu-
fill the entertainment and social void ably there’s still room to improve. 38 19 Female 42 High income 33
Gen X Boomers
left behind. Esports followers’ attitudes also
strike a progressive tone. Over half
But brands looking to get involved of esports followers like games with
have to understand its vocabulary strong female characters (29% more
IDX
40% of
and culture through getting a better likely than the average gamer), and
understanding of its audience. Who 35% of esports followers follow a Community-driven, I buy products/services to access the community around them
1.52 24
tech-oriented, &
esports
are they? What makes them unique? female esports player or team on
How do they feel about sponsorship? social media. receptive to advertising I buy new tech products as soon as they are available
1.48 27
followers
What do they want brands to do?
These are all questions we’re going This group is also heavily commu- % of esports followers in 16 I feel represented in the advertising I see

consider
to unpick to help gaming companies, nity-focused, willing to spend on 15 markets who say the 1.45 22
esports organizations, and potential premium products, and show greater following describes them I tend to buy the premium version of products

gaming as
investors better navigate this space. receptiveness to ads. For example, (sorted by over-index) 1.34 28
esports followers are 52% more likely
I tend to buy brands I have seen advertised

legitimate
In terms of age profile, Gen Z and than the average gamer to say they 1.29 34
*esports followers are defined as gamers
millennials, unsurprisingly, show the buy products/services to access the who say they watch/follow one of the 22
I like to be the first to try new things

a pastime
greatest interest in esports. But even community built around it (1 in 4 do). esports leagues we track & who say they’re
1.26 48
extremely/very interested in esports
among older Gen X gamers, 38% If brands manage to utilize this, they

as sport
are esports followers – it’s not just a may be on to a winner with this highly
young person’s game. desirable audience. GWI Gaming Q4 2020 7,506 esports followers in 15 markets aged 16-64

Well played 55
 “
The folks organizing and competing
in both the Call of Duty League and
Overwatch League did an amazing
job pivoting to challenging condi-
Esports leagues around the world tions last year, and fans did just as
good of a job following their favorite
From our 22 tracked esports leagues, which has also managed to reach new took place in China with spectators teams too.
we can see the FIFA Interactive World audiences through Call of Duty: Mobile. and there wasn’t a major drop-off in
Cup nabs the most interest from Like most esports leagues around the prize money either. Engagement with Research that Activision Blizzard
esports followers in many countries. world, the league was forced to shift esports leagues might differ based on conducted last year found that
This is likely down to the popular- to an online format last year, but that location, but they all bring a legion of fans of esports leagues have a dif-
ity of FIFA among gamers generally, didn’t hinder engagement. Last year’s dedicated fans and plenty of opportu- ferent stated and observed reaction
with all PlayStation users being eligi- final was the most-watched Call of nities for the right brands to play in this to ads and sponsorships integrated
ble and encouraged to take part. In Duty match ever, amassing 330,000 space. Our data allows you to under- into these broadcasts, when com-
2019, the final was broadcast live on viewers and leaving the winner with stand each subset of esports follower, pared to traditional sports and other
Fox Sports and many professional $4.6 million and a throne. Soccer star which differs based on titles and loca- entertainment content. There’s a
football clubs, like PSG, Manchester Paul Pogba joined the Verdansk FC tion, to help reach your target audience mutual respect between esports
City, West Ham United, and Sporting esports team last year to play Call of more effectively. fans, players, sponsors, and organ-
Lisbon signed up online gamers to rep- Duty, helping to bring esports to an izers, all wanting their beloved
resent their club in the online world. ever bigger audience. sports and leagues to grow and
This not only highlights the vast com- prosper. It’s because of this that
mercial opportunities in esports, but League of Legends (LoL) Championship
Want our latest market we see increased level of campaign
the increasingly blurred relationship Series, Fortnite World Cup, and PUBG
and regional insights? impact and favorability for brands
between sports and gaming. Global Championship are also prom-
Our market snapshots entering the esports space, look-
inent titles. League of Legends, which
offer an easy way to ing to turn passionate fans into
Call of Duty League also features in the dominates esports in South Korea
discover the digital engaged customers.
top 3 titles in eleven of the markets we and China, managed to weather the
consumer in your area.
track, which isn’t surprising given the storm of the pandemic far better Jan Bojko, Head of Market Research, Activision
success of Black Ops Cold War in 2020, than others – the LoL Worlds still Blizzard Media

Well played 57
Esports leagues % of esports followers who watch, 17

around the world

follow, or have an interest in the
following esports leagues

FIFA Interactive World Cup 20 FIFA Interactive World Cup 35 Call of Duty League 26 FIFA Interactive World Cup 22
International DOTA 2 19 League of Legends Series 23 FIFA Interactive World Cup 22 Call of Duty League 22
Australia Call of Duty League 18 Brazil Call of Duty League 19 Canada Fornite World Cup 20 France Fornite World Cup 20

FIFA Interactive World Cup 28 PUBG Global Championship 41 PUBG Global Championship 43 FIFA Interactive World Cup 35
Call of Duty League 24 FIFA Interactive World Cup 35 FIFA Interactive World Cup 31 eFormula one 29
Germany Fornite World Cup 20 India Call of Duty League 32 Indonesia ePremier League 21 Italy Call of Duty League 17

ePremier League 29 FIFA Interactive World Cup 40 Call of Duty League 38 eLaLiga 29
Fornite World Cup 29 Call of Duty League 25 International DOTA 2 35 eFormula one 29
Japan FIFA Interactive World Cup 24 Mexico eFormula one 25 Philippines League of Legends Series 34 Spain FIFA Interactive World Cup 28

FIFA Interactive World Cup 26 FIFA Interactive World Cup 31 Call of Duty League 32
PUBG Global Championship 23 Call of Duty League 25 Fornite World Cup 23
Thailand ePremier League 19 UK Fornite World Cup 17 USA FIFA Interactive World Cup 22 GWI Gaming Q4 2020

7,506 esports followers in 15 markets aged 16-64

Well played 59
 44% of Gen Esports remains firmly anchored online...
% of esports followers who watch esports via the following
18

X and 46%
Esports remains anchored online –
but is amplified by TV viewership
of boomers Video-
sharing sites
Live video
streaming
Social
media
Broadcast
TV
Other
websites

Twitch has long been at the forefront based on shared interests is unmatched
who are
of esports viewing, and has continued
to invest heavily over the past year. In
– and something which traditional TV
also lacks in comparison.
esports
April 2020, it launched an esports
directory, which put all the professional Having said that, 36% of esports fol-
followers 60 57 54 36 8

esports content on Twitch in one central

place. In the same month, Twitch also
lowers also say they watch esports
via broadcast TV, and while this trails
watch it
entered into a three-year broadcast
partnership with tournament organiz-
behind other channels, it’s still a signifi-
cant portion of followers. So while online
on TV
ers ESL and DreamHack, with the major streaming sites might dominate esports
English esports events being streamed engagement overall, traditional TV can ...and mobile is a gateway for many 19

exclusively on the platform. Last year, complement this and drive viewership % of esports followers who use the following devices to watch esports
YouTube made its biggest leap yet in even further – especially among older
taking on Twitch’s dominance, signing esports followers, who are more inclined Games
Smartphone Laptop/PC Television Tablet console
exclusive deals with Call of Duty League, than Gen Z followers to watch it on TV.
Overwatch League, and competitive ESPN even created a branded ESPN
Hearthstone to stream matches on Esports Day which included 12 hours
its platform. of esports in April last year.

What sets Twitch apart, though, is its Mobile is the top device to watch esports
69 66 42 23 20
strong community offering, which we at 69%, followed closely by laptops/PCs
know is something esports followers at 66%. The future of esports growth, like
crave. Features like Twitch Chat and gaming, will be rooted in mobile. Mobile
bonus gifts like exclusive skins make the helps to cut barriers to entry and allows
experience immersive and engaging. It’s more gamers to pour in. China already
cultivated a unique culture among dif- has a thriving mobile esports scene, for
GWI Gaming Q4 2020 7,506 esports followers in 15 markets aged 16-64
ferent esports followers, and its ability to example, and for emerging esports mar-
connect people from all around the world kets like India this will also be the case.

Well played 61
 Trend in action

Esports followers
in India spend just Mobile gaming
under 4 hours per put India on the
day on mobile esports map

The potential for esports in India is enormous. The and the rise of mobile games all contributed to this
country’s gaming industry is valued at $930m and growing appetite for gaming content.
is among the top 5 mobile gaming markets in
the world. As of 2020, there are over 687 million The immensely popular free-to-play PUBG Mobile,
internet users. India’s growing younger user base and Clash of Clans, helped to put esports on
presents a big opportunity. And in our data, 84% the map in India. Following PUBG’s exit due to a
of gamers in India say they’re interested in esports. clampdown on Chinese-associated apps, it’s left a
gaming-shaped hole in many Indian gamers’ lives –
According to SensorTower, India rose to the but this won’t be for long. Global gaming firms, like
number one spot in mobile game downloads Activision, are lining up to invest in India’s esports
worldwide in the first nine months of last year; ecosystem. Anyone with an eye on esports, will have
downloading a whopping 7.3 billion games, nearly its eye on the massive commercial opportunity in
17% of all worldwide downloads. Access to afforda- India. China might still lead the esports pack for
ble mobiles, advancement in digital infrastructure, now, but the gap is starting to close.

63
 Sponsorship is largely welcomed, but some are ad-weary 20
Over half of esports % of esports followers who feel the following ways about sponsorship of esports

fans follow esports Brands are usually well-suited to the esports events sponsor

players on social media 46

Sponsors of esports events are critical to their success

42

It's OK for brands not related to esports to sponsor teams or events

The commercial opportunity in esports 39

There is too much advertising at esports events

Engagement and interest in creation, interactive experi- an ad-blocker in the last month
esports is going from strength ences, and other fan activations (55% have). 24
to strength, opening up excit- – and esports followers welcome
ing opportunities for investors, this level of engagement. Close It’s been said before and it’ll
brands, and sponsors – of to half think brands are usu- be said again – relevancy
all kinds. ally well-suited to the esports is absolutely key to achiev- For brands, the impact of sponsorship investments will pay off 21
events sponsor, while around 2 ing meaningful connections. % of esports followers who say the following statements apply to them
Last year, BMW partnered with in 5 say it’s OK for brands not Nobody wants to be bombarded
5 major esports organizations, related to esports to sponsor with irrelevant ads when they’re I notice the brands worn by teams/players during events
while Marvel Entertainment teams or events. Around half just trying to enjoy their favorite 47
dipped its toes with its first of esports followers also say content. It’s that simple.
esports partnership. In February they notice the brands worn by I try to support brands that sponsor my favorite teams/players
2021 alone, Dunkin’ partnered teams/players during events, One effective channel could be 37
up with Twitch Rivals North and close to 2 in 5 say they try using esports teams and play-
America; Invisalign sponsored to support brands that sponsor ers as influencers. Over half I have discovered new brands for the first time from their sponsorship of esports events
San Francisco-based Golden their favorite teams. of fans say they follow esports 37
Guardians; and TikTok entered players on social media, and
a year-long partnership with All good news, but around 1 in 4 they’re more likely than the I am more likely to purchase brands worn by my favorite players/teams
FIGHT esports. The list goes on. also say that there’s too much average gamer to find out 35
advertising in esports, and about new brands/products
Collaborations often involve they’re also 12% more likely than through endorsements by
a range of original content the average gamer to have used well-known individuals. GWI Gaming Q4 2020 7,506 esports followers in 15 markets aged 16-64

Well played 65
Status, involvement, and exclusivity are key drivers of advocacy... 22
% of esports followers who say the following would motivate them to promote their favorite brand online
(sorted by over-index)

IDX
When something enhances my online reputation/status From fans to champions:
1.37 21 building brand advocacy
Access to exclusive content or services
The icing on the cake is turning fans into cham-
1.31 28 pions – loud and loyal voices of your brand. It’s
Having insider knowledge about the brand or its products by no means an easy feat, especially in a quickly
1.24 29 evolving space, but knowing what they value is a
The feeling of taking part/being involved step in the right direction.
1.23 28
Esports followers highly value status, involvement,
When something is relevant to my friends' interests
and exclusivity. They want to feel included, like
1.17 25 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
...these sentiments are also reflected in what they want brands to do 23 why they’re 33% more likely than the average
% of esports followers who say they wants brand to do the following things (sorted by over-index) gamer to want brands to run customer commu-
nities and forums.
IDX
Run customer communities/forums
They’re also far more likely than the average
1.33 26
37% of esports
gamer to say they’d promote their favorite brand
Help you improve your image/reputation when something enhances their online status, if
1.26 28
followers want
they get access to exclusive content or services,
Support charities or if they have insider knowledge about the brand
1.13 37
brands to be
or products.
Offer customized/personalized products

exclusive (28%
Brands and esports organizations who can create
1.11 35
an environment where followers feel involved,

more likely than the

Help you improve your knowledge/skills heard, and like they’re part of something truly
1.05 42 special will have a much better chance of get-

average gamer)
ting the champions they’re after – and keeping
GWI Gaming Q4 2020 7,506 esports followers in 15 markets aged 16-64 them too.

Well played 67
Appendix

1 This chart is drawn from for gaming? • What typically additional services? • Which 13 Where do you get informa- 17 Which of these esports 22 What would most motivate
multiple questions across makes you frustrated about services you are consider- tion and content on gaming? leagues/events do you you to promote your favorite
our Core and Gaming a game? ing purchasing in the next watch, follow, or have an brand online?
datasets. 12 months? interest in?
14 Where do you get informa-
6 Which of these consoles do tion and content on gaming? 23 Which of these things do you
2 Which of these gaming you have? 10 Thinking about gaming, (Social Media) • Which 18 How do you watch esports? want brands to do?
genres have you played in which of these things have social media platforms do
the last 12 months? you purchased in the last you use for information and
7 Which of these devices do year? content? 19 Which devices do you use to
you use for gaming? | Which watch esports?
3 Which of these gaming would you be interested in
genres have you played in purchasing? 11 Which of these additional 15 How old are you? • Which
the last 12 months? devices/accessories are of these best describe your 20 How do you feel about spon-
you considering purchasing/ gender? • What is your yearly sorship of esports?
8 Which of these gaming PC replacing in the next year? household income before
4 Which of these devices do or laptop brands do you tax or any other deductions?
you use for gaming? have? 21 Which of these statements
12 Thinking about gaming, about sponsorship apply to
which of these things do 16 Which of the following do you?
5 What are your main reasons 9 Do you use any of these you do? you feel describes you?

69
Notes on
methodology
All gamers

Introduction assigned a unique and persistent iden- Bureau of Labor Statistics as well Sample size by market Australia 770
Figures in this report are primarily tifier regardless of the site/panel to as a range of national statistics This report draws insights from GWI
drawn from GWI Gaming’s online which they belong and no respondent sources, government departments Gaming’s Q4 2020 wave of research Brazil 1,011
research among internet users, who can participate in our survey more and other credible and robust third- across 15 countries, with a global
Canada 1,102
are gamers, aged 16-64. We also use than once a year (with the exception party sources. sample of 19,488 respondents.
our GWI Core dataset, which is fielded of internet users in Egypt, Saudi Arabia France 985
across 47 countries, and interviews over and the UAE, where respondents are This research is also used to calcu-
688,000 respondents per year. allowed to complete the survey at late the “weight” of each respondent; Germany 1,087
6-month intervals). that is, approximately how many
India 1,787
Please note that we only interview people (of the same gender, age and
respondents aged 16-64 and our fig- Our quotas educational attainment) are repre- Indonesia 1,482
ures are representative of the online To ensure that our research is sented by their responses.
populations of each market, not its reflective of the online population Italy 1,450
total population. in each market, we set appropriate
Japan 1,105
quotas on age, gender and educa-
Our research tion – meaning that we interview Mexico 957
In this research, GWI interviewed representative numbers of men vs
19,488 gamers aged 16-64 across 15 women, of 16-24s, 25-34s, 35-44s, Philippines 1,002
markets. Respondents complete an 45-54s and 55-64s, and of people
online questionnaire that asks them with secondary vs tertiary education. Spain 1,566
a wide range of questions about their To do this, we conduct research
Thailand 1,033
lives, lifestyles and digital behaviors. across a range of international
We source these respondents in and national sources, includ- UK 1,377
partnership with a number of indus- ing the World Bank, the ITU, the
try-leading panel providers. Each International Labour Organization, USA 2,774
respondent who takes a GWI survey is the CIA Factbook, Eurostat, the US

71
Internet penetration Where a market has a high internet Internet Penetration Australia 89 This table provides GWI forecasts
rates: GWI versus ITU penetration rate, its online popula- Rates (GWI’s Forecasts on internet penetration (defined as
figures tion will be relatively similar to its total for 2020 based on 2018 Brazil 75 the number of internet users per 100
As GWI’s Core Research is conducted population and hence we will see good ITU data) Canada 94
people) in 2019. This forecasted data
among 16-64 year-olds, we supplement representation across all age, gender Table here refers to the total popula- is based upon the latest internet pene-
the internet penetration forecasts for a and education breaks. This is typi- tion in each market France 86 tration estimates from the International
country’s total population (reproduced cally the case across North America, Telecommunication Union (ITU) for
above) with internet penetration fore- Western Europe and parts of Asia Germany 92 each market that GWI conducts online
casts for 16-64s specifically. Forecasts Pacific such as Japan, Australia and research in.
India 45
for 16-64s will be higher than our fore- New Zealand. Where a market has a
casts for total population, since 16-64s medium to low internet penetration, its Indonesia 42
are the most likely age groups to be online population can be very different
using the internet. to its total population; broadly speak- Italy 77
ing, the lower the country’s overall
Japan 93
Internet penetration internet penetration rate, the more
rates across GWI’s likely it is that its internet users will Mexico 71
markets be young, urban, affluent and edu-
GWI’s research focuses exclusively cated. This is the case throughout Philippines 67
on the internet population and much of LatAm, MEA and Asia Pacific.
because internet penetration rates Spain 90
can vary significantly between coun-
Thailand 59
tries (from a high of 90%+ in parts of
Europe to lows of c.20% in parts of UK 96
APAC), the nature of our samples is
impacted accordingly. USA 90

73
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