The “YouGov Gaming and Esports Report 2023” has gone online and offers a detailed analysis of the global gaming market.

It examines gaming habits, preferred platforms and genres, and how these are distributed across different demographic groups. Particular attention is paid to the role of mobile gaming and esports. The report also sheds light on how gamers interact with advertising and how advertising strategies are perceived in the gaming world. These findings are particularly valuable for brands and advertisers who want to become active in the dynamic gaming community.

 

 

In addition, YouGov’s “Reaching Gamers – everywhere” report examines the profile and behavior of global gamers and the factors that drive them to play. The report combines YouGov’s syndicated data with detailed, bespoke research from 18 international markets. Here are the key findings summarized:

1. Globally, 31% of consumers play video games weekly.
2. Smartphones are the most commonly used device for gaming among weekly gamers (64%) and those who game the most in a week (63%).
3. Women are more likely to use mobile devices for gaming than men (71% vs. 59%).
4. While 45% of global adults prefer a meaningful connection with brands, this is true for 50% of those who game more than an hour a week.
5. 54% of global gamers find it fair to view advertising in exchange for free content, compared to 49% of the global population as a whole.

These findings show where gaming stands in the changing, post-pandemic global media and entertainment landscape and what is driving consumer engagement in the gaming industry worldwide.

To find out more about the report and YouGov in general, visit their website here.