Games Consumer Insights

Trend - Entertainment networks and studios are increasingly adapting video games into movies and series. Video games have transcended into a new model that extends the story-telling aspect of the games' plots.

Insight - As the world's streaming services become more accessible and their offerings more extensive, people are consuming larger amounts of content than in previous years. Consumers are now interested in subscribing to content associated with their favorite franchises. Because of this, the entertainment industry has seen the development of new sub-genres and categories.

Trend - Despite gaming's popularity, the industry is still behind when it comes to accessibility for people with disabilities. This is slowly changing with initiatives, tools and features that make gaming more inclusive.

Insight - Inclusion and accessibility has become a greater focus among brands because of the growing consumer demand for businesses to cater to more specific consumer needs. The opportunities for online activism are also greater now than they were before, showing businesses that young consumers in-particular are demanding inclusivity in many different forms.

Trend - Brands are launching cloud controllers designed to accommodate a range of needs—from smartphone-equipped controllers to interchangeable controllers—that enable users to play a multitude of games. These controllers allow consumers to view and play video games without specialized gaming devices, ensuring players won't need to upgrade or replace their devices to play new games.

Insight - Thanks to the rapid advancement of technology, consumers expect a greater range of flexibility in the media they enjoy. These individuals are demanding higher levels of accommodations from brands, especially as it relates to their entertainment habits. Consumers will flock to brand that offer adaptable products and services that still prioritize experience.

Trend - Cloud gaming technology is helping "veteran" and returning players start to play again. The de-emphasize of physical devices (such as specific gaming boxes and consoles) allows these players to return to the hobby without needing to upgrade their technology.

Insight - In response to the COVID-19 pandemic and subsequent lockdown, many consumers regained interest in old hobbies that were suitable for indoor entertainment. These hobbies often offer a nostalgic element in a new format that is both comforting and refreshing. Moreover, these activities tend to be tied intimately to social relationships, helping individuals feel less alone. Consumers are craving opportunities to find comfort and will flock to brands that provide accessible outlets to do so.

Trend - In order to immerse consumers more into their video games, brands are launching accessible products that can seamlessly enhance roleplay. These innovations boast voice changing capabilities or even enable users to speak to each other, despite language barriers.

Insight - In the last couple of years, the gaming community has increased in size—and this is especially true during the COVID-19 pandemic when consumers are advised to stay at home and have picked up new hobbies. While some consider games to be entertainment and a way to socialize with their friends, for others—it is a passion. This, in turn, is creating a demand for better experiences, as consumers look to be more immersed, amused, or even distracted.

Trend - In recent years, beauty brands have embraced campaigns in partnership with the esports industry and now, they are going a step further by creating specialized products and/or routines that are tailored to answer the needs of the gaming community.

Insight - Either out of habit or motivated by the health and wellness movement, individuals are emphasizing their skincare routines because taking care of themselves allows them to feel refreshed. Many, however, have hobbies, professional occupations, and everyday lifestyles that are faced-paced and as a result, they are looking for options that will provide a seamless experience, without interrupting their day-to-day activities, ensuring comfort and efficiency.

Trend - "Wellness" isn't typically associated with the fast-paced gaming industry, but brands in this space are increasingly focusing on the overall wellbeing of people who consider themselves to be gamers. This can be seen in everything from mental health initiatives to gamer-specific supplements.

Insight - The gaming industry tends to require focus, concentration, and large amounts of time spent in practice. Whether recreational players or professional ones, many consumers who engage with this space spend a lot of their time in the same position, focusing on their games. This can have unintended health consequences, and gamers are increasingly acknowledging this issue and trying to address it.

Trend - Technology is enhancing the player experience during chess and other popular board game offerings. By integrating artificial intelligence into tabletop game designs, brands are able to also provide training to consumers.

Insight - Contemporary consumers are becoming increasingly comfortable and open to using technology in their daily and work routines, as well as for entertainment and in other facets of their lifestyle. As tech becomes more accessible to a larger portion of the population, individuals will look to satisfy their curiosity by testing out novelty tech-powered versions of products that they are familiar with.

Trend - The luxury fashion industry is leveraging the rise of eSports by introducing unique new products and campaigns specifically aimed at gamers. The unlikely pairing features everything from luxury in-game skins to apparel lines and eSports watches.

Insight - Many young consumers of today, including Gen Z and Millennials, are completely immersed in the world of esports, spending hours a day on the platform, either playing themselves or watching professionals play. Since more traditional platforms like radio and cable tv are less frequently used by these consumers, brands are adapting their products to reach these younger consumers on their preferred platform. As these consumers are already extremely familiar with e-sports, they readily accept new offerings that incorporate the pastime.

Trend - Performance beverages are common in the eSports space and now, food brands are engaging the industry with food and snack options that target the gaming community. These products claim that they offer cognitive boosts that enhance performance.

Insight - Millennial and Gen Z consumers who are part of the eSports community are interested in improving their performance and excelling in the space. Comparing it to other athletic activities, individuals are deducing that a healthy diet, rest, and general self-care practices can be beneficial in enhancing their mental and physical states, enabling them to have stronger cognition, better focus, and reflexes. As a result, many turn their attention to wellness-minded products.