How games audiences have changed post-pandemic and how to reach them
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Thursday 3rd March 2022
Last year we reported on the explosive growth of new players who joined the games universe. Shelter-in-place measures brought on by the COVID-19 pandemic meant the industry met an influx of new players and reengaged lapsed players. The result was the biggest global gaming audience in the industry's history -- never before had so many people been playing, watching and streaming, a tale-tale sign that people found much-needed camaraderie and entertainment in gaming.
Fast-forward to 2022, and we find that this growth has sustained itself. Not only is this evidence of the industry's ascent but it, of course, presents games companies with exciting opportunities to acquire new fans and evolve as the landscape does. But thriving in such an active environment requires several approaches and the first is consideration for who your potential fans are and how their behaviours have evolved. In light of this, our Games Marketing Insights for 2022 report delivers refreshed research on player trends and motivations across four major markets -- the UK, US, South Korea and Germany. The report is available to download for free today.
A snapshot of what's inside
In the first part of our report, The Evolving Gaming Landscape, we provide refreshed research on the behavioral trends of 'new gamers' -- those who began playing in 2019, and 'established gamers' -- those who were playing before the pandemic. We consider areas such as age difference, hours spent playing, the importance of collaborative gaming and more. Our latest results portray an audience that continues to differ from the pre-pandemic era and in many ways, they give an indication of how the landscape is moving forward. Here's a glimpse of
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