Newzoo: Gaming Went Beyond Just Playing
According to a recent report from Newzoo, with every new generation, gaming becomes a more important part of daily life and gamers are getting an increasingly attractive target for brands.
Newzoo recently released a new report exploring how consumers are engaging with games in 2022.
The report states that gaming has already become of the biggest entertainment platforms with nearly 80% of the world’s online population being engaged with games in some form. So, the researchers conducted a survey interviewing 75,930 representatives of the online population across 36 countries to study consumers' behavior and the way different audiences engage with games.
The results have shown that with every new generation, gaming becomes a bigger and more important part of daily life. Younger generations like Gen Alpha (people who were born in 2010 or later), Gen Z (who were born between 1995 and 2009), and Millennials (born 1981-1994) spend more or nearly as much time playing video games than choosing any other form of entertainment on the internet.
The report also states that along with the increasing time younger generations spend on gaming, game-related spending grows too. "About half of Millennials, Gen Z, and Gen Alpha spend money on games," the analysts said. "To that end, consumer spending via games will generate more than $200 billion in 2023 alone."
Newzoo also noted that gaming now doesn't only refer to playing games. It also incorporates multiple forms of engagement like viewing gaming content or esports, socializing by hanging out in game worlds or through communities, creating gaming content, and reading or watching gaming news via blogs, websites, or podcasts. The analysts claim that the increase in gaming social aspects can potentially drive the metaverse trend.
Additionally, the report reads that gamers are becoming an increasingly attractive target for brands. The research has shown that people who play games have more positive attitudes toward brands than non-players. So, brands with the right message, appropriate for a certain audience, get a meaningful opportunity to engage with gamers.
You can learn more by reading the full report here. Also, don't forget to join our new Reddit page, our new Telegram channel, follow us on Instagram and Twitter, where we are sharing breakdowns, the latest news, awesome artworks, and more.
