When it comes to advertising to gamers, it’s critical to know who they are. This diverse audience spans different ages, gaming platforms, genders, sexes and locations.

All of these factors play an important role in deciding where and how to place ads to capture their attention and get them to participate.

So who exactly are the gamers?

Let’s explore the gamer community and the various groups that make up this interesting and highly engaged audience.

 

Understanding the types of gamers

The video game audience forms a broad global community that cuts across age, gender and cultural boundaries.

Worldwide, some 3.32 billion people actively play video games, which equates to approximately 41% of the world’s population, underscoring that gaming is an important pastime across all ages, genders and income levels.

Today, video games are more than just a pastime; they have become a mainstream form of entertainment.

 

Age groups

gamers age

Fuente: Ipsos

Kids and teens: Bright, simple games with fantasy or educational elements appeal to younger players. The most popular are platform games, simple puzzles and learning games. This group is very active in gaming, especially those born from 2010 onwards. Participation is especially high among Generation Alpha (born in 2010 or later) and Generation Z (born between 1995 and 2009). 42% of Gen Alpha participates in various gaming activities, such as playing games, watching, socializing, podcasts and events.

Teens and young adults: This age group loves games filled with action, adventure and the thrill of competition, such as shooters and battle royale. These games satisfy their need to compete, make friends and enjoy deep stories.

Adults and older gamers: Older gamers tend to prefer strategy, role-playing and simulation games. They enjoy games with a good story or turn to casual games for quick gaming sessions.

 

Gaming platforms

The gaming public enjoys playing games on a variety of devices, including cell phones, game consoles and computers.

Seventy-nine percent of people who play online games do so in some form, and 76% use more than one device to play. Mobile gamers are especially prevalent: 9 out of 10 gamers prefer to play on their phones.

 

Video game genres

Different types of gamers are attracted to specific game genres, which determines how advertisements are targeted. Casual, action and shooter games are the most played games worldwide and appeal to a wide audience, from young to old.

Casual and action games: Casual and action games appeal to a wide audience, spanning both genders and all age groups, with a notable skew towards younger players who readily adopt new brands and trends. The simplicity of casual games, played in short but frequent periods, creates numerous advertising opportunities.

Shooting games: Men aged 18-34 like shooting games. They are highly engaged in these games, making them a prime audience for technology, entertainment and lifestyle ads.

 

Gender of players

Thanks to mobile gaming and the diversity of interests, male and female players are almost evenly split.

However, there is a significant demographic difference between platforms. For example, three-quarters of mobile-only gamers are female, while the console and desktop/laptop gaming communities are two-thirds male.

Male gamers: Men tend to prefer fast-paced games, such as shooters and sports games.

Female gamers: Women are more attracted to puzzle, simulation and casual mobile games. However, the world of video games is changing and women are enjoying genres previously dominated by men.

 

Geographic distribution of gamers

The gaming market is global, with Asia being the largest region for gamers, with around 1.48 billion players.

Europe and the US also have their own gaming landscapes, demonstrating that gaming is a key part of the culture for all ages.

 

gamers regions

Fuente: Ipsos

 

The average European gamer is 32 years old, and a remarkable 81% of 11-14 year olds play video games, highlighting the important role of gaming in youth culture.

However, gaming is not limited to young people; 36% of Europeans aged 45-64 also play games, demonstrating their intergenerational appeal. Europeans prefer puzzle, shooter and action genres, and spend an average of 8.8 hours a week gaming.

In the U.S., despite games often being perceived as youth-centric, 36% of U.S. gamers are in the 18-34 age group. However, the appeal extends to all ages: 68% of the population regularly plays video or mobile games.

Among the most popular genres are puzzle, arcade and action games, indicating the diversity of interests of U.S. gamers.

 

Synergy between gaming and advertising

Games and ads are increasingly connected and offer brands unique opportunities to interact with people in an immersive way. The growth of the gaming industry means more ways for both brands and game developers to make money. One key method is advertising in the gaming environment.

Especially cross-platform in-game advertising and multichannel marketing campaigns help brands reach more people across different devices.

Gaming audiences spend a lot of time playing games, which gives advertisers a great opportunity to connect. In-game ad formats, especially creative, tend to stick in people’s minds more than traditional ad formats.

 

From Playnewmedia, we offer a wide variety of options and games to make your in-game campaign a success.

You can also take a look at our success stories