Insights into American Gamers: Favorite Franchises, Motivations to Play, and Brand Attitudes

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The U.S. is likely one of the largest video games markets on this planet. Final 12 months, there have been 190 million players within the U.S. who generated recreation revenues of $42.1 billion. Whereas these high-level figures present how necessary the market is, they don’t give us perception into the players themselves. So how do American players behave? Which video games do they play? What manufacturers do they like?


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On this article, we’ll reply these questions and supply a lot of knowledge on players within the U.S. utilizing Shopper Insights analysis.

The research relies on our Shopper Insights Video games & Esports analysis – an annual survey amongst a consultant pattern of the net inhabitants. We surveyed 72,000 respondents globally throughout 33 markets (3,229 respondents within the U.S., aged 10 to 65).

Gaming: The Most Well-liked Type of Leisure for Underneath 50s within the U.S.

The web inhabitants within the U.S. has a wide selection of hobbies. Gaming is a crucial a part of life for all age teams we surveyed. The truth is, video games account for 21% of our respondents’ leisure leisure time within the U.S.—solely barely behind broadcast tv.

TV’s barely increased share general is generally as a consequence of how a lot time the 51 to 65 group spends watching TV. After we take a look at the youthful teams—age 10 to twenty and 21 to 35—gaming simply takes the highest spot, even beating social media and streaming TV and flicks.

It’s no surprise why the largest manufacturers and advertisers are actually utilizing video games to achieve youthful customers within the U.S. (and the remainder of the world!).


As you possibly can see, older teams are participating with video games in significant methods too.

American respondents within the 36 to 50 age group dedicate 21% of their leisure leisure time to video games (the identical share as broadcast TV). In the meantime, the 51 to 65 group dedicate 12%. These shares will solely develop as youthful players age up.

Merely put, gaming is an integral a part of leisure within the U.S. However why do individuals within the U.S. play video games?

Why Do U.S. Players Play Video games? Which Franchises Do They Play?

Many players within the U.S. play to enhance their lives. Of our respondents, three out of each 5 American players play to loosen up and unwind. In the meantime, 48% play to fill time and 40% play to flee on a regular basis life.

These causes for enjoying are mirrored within the high gamer personas within the U.S.:

  • 27% of players within the U.S. areTime Fillers (vs. 25% throughout all 33 markets lined), those that—you guessed it—play video games primarily to fill time.
  • 22% areCut price Patrons (vs. 20% throughout all 33 markets), who take pleasure in AAA titles and are at all times looking out for a sale.
  • 12% areFinal Players (vs. 10% throughout all 33 markets), those that reside and breathe all issues gaming.

Learn this text for a full overview of our gamer personas!

The various mixture of high personas implies that the high video games performed within the U.S. are additionally various. Roughly a 3rd (or extra) of U.S. players performed the next franchises within the final six months:

  • Sweet Crush(39%)
  • Name of Responsibility(36%)
  • Mario(35%)
  • Minecraft(32%)
  • Fortnite(32%)

These are the video games you’d anticipate to see. Sweet Crush, Name of Responsibility, and Fortnite are all free to play, making them simple to entry for a wide selection of gamers.

CoD and Fortnite, each shooters, can be found throughout console, PC, and cellular—and even characteristic cross-platform play. Once more, this makes these video games extra accessible.

In the meantime, Mario, Minecraft, and once more Fortnite are three enormous franchises, particularly amongst youthful players. For probably the most half, these titles are accessible and have robust model loyalty throughout the West and past.

Need deeper insights about U.S.-based Name of Responsibility followers? Take a look at this text evaluating followers of CoD, Halo, and Battlefield. Taking a look at recreation options that players within the U.S. discover interesting, we discovered that puzzle-solving points is the #1 reply. That is no shock, given Sweet Crush’s prevalence within the nation.


As you possibly can see, two in each ten players surveyed within the U.S. discovered exploration and open worlds interesting. That is additionally no shock.

All three console platform holders, PlayStation, Nintendo, and Xbox, provide a spread of narrative-driven single-player titles—particularly PlayStation, which facilities its entire PS5 and PS4 software program methods on such titles. That is additionally important, as most of our U.S. respondents gravitated in the direction of single-player titles throughout all platforms.

Nonetheless, the #2 and #3 solutions for many interesting options within the U.S. had been recreation theme and artwork model, respectively. To be taught extra, we requested respondents about their favourite themes and artwork types in video games As you possibly can see, many U.S. players discover reasonable and cartoonish artwork types interesting. However the themes respondents like are extra rooted in fiction:


What are the Consumption Habits and Model Attitudes of American Players?

Apparently 84% of players within the U.S. commonly eat or drink whereas enjoying, which is increased than the typical for all respondents globally.

55% of American players reported they ate salty snacks whereas enjoying, 42% reported ingesting comfortable drinks, and 39% reported consuming candy snacks.

Players in America (age 21 to 65) additionally are likely to have a extra constructive perspective in the direction of comfortable drinks and vitality drinks like Mountain Dew and Coca-Cola than non-gamers:


As you possibly can see. 54% of U.S players reported a constructive perspective for Mountain Dew in comparison with 31% of non-players. Comparable outcomes seem with Coca-Cola, with 69% having a constructive perspective vs. 51% of non-gamers, and Budweiser with 44% vs. 25%.

The variations are much more pronounced on the subject of vitality drinks. Round 42% of players within the U.S. have a constructive perspective in the direction of Purple Bull (vs. 16% of non-players). Equally, 40% of players had been constructive in the direction of Monster Power vs. 15% of non-gamers.

All 5 of those beverage manufacturers have focused players with their advertising, together with partnerships with high-profile creators and esports groups within the area. As for whether or not their efforts succeeded, the info speaks for itself. Study extra about how manufacturers are utilizing knowledge to reach video games and esports proper right here.

This text has proven that players within the U.S. take pleasure in puzzle fixing, reasonable artwork types in fantastical video games, and enjoying to loosen up. Additionally they play various titles, genres, and recreation modes and have a tendency to see sure manufacturers extra positively than non-gamers. Gaming is the largest type of leisure for below 50s.

Lengthy story quick: America loves gaming (over 190 million gamers and counting!)

Study Every part You Must Know About Players with Shopper Insights

Exploring gaming habits and motivation, figuring out beneficial gaming audiences, and uncovering game-related alternatives is tough. Gaming is now larger and due to this fact extra saturated than ever earlier than, making issues much more difficult.

Fortunately, our Shopper Insights boast extra strong and actionable knowledge on every thing lined on this article and extra. A number of the largest recreation corporations and types are already utilizing our knowledge to find:

  • Shopper attitudes in the direction of recreation manufacturers
  • Sport video content material watched (reside streams, reruns, recordings)
  • Fee habits
  • Engagement with digital media subscriptions and hobbies


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