74.3 thousand people from 36 different countries participated in the study. It was performed from February to May 2023.
Overall behavior
- 79% of the online population is interacting with video games – playing, watching, and discussing.
- The younger – the larger percentage is. Across the generation alpha, 94% of the population is interacting with games. Among baby boomers – only 47%.
- Three out of four people online are playing games. Mobile devices attracted 60% of players; PC – 33%; consoles – another 33%.
- 54% of the online population watched game content. 27% watched eSports events.
Cross-platform
- 52% of users are playing on one platform. 32% on two. 15% on three.
- There are 35% of users, who are playing only on mobile. It’s much more than those who are playing only on consoles (9%) and only on PC (8%).
- There is a direct correlation between the probability of payment and the number of platforms on which the user is playing. If the platform is 1, the conversion rate is 41%. If two – 69%. If three – 85%.
- The same correlation might have seemed in the time consumption. Users with 1 platform are spending about 4 hours per week on games. With 2 platforms – 8 hours 24 minutes. With 3 – 11 hours 18 minutes.
- Multiplatform players tend to be male (64%). They’re choosing more hardcore genres than those who are playing on one platform. They’re also more likely to watch the gaming content.
Spending
- 57% of players are paying in games.
- Conversion to the payer on mobile devices is the lowest – 45%. The PC is next with a 55% conversion. Consoles are leaders with a 66% conversion to the payer.
- The main reasons for buying something are sales (34%), an opportunity to unlock more content (34%), and customization (29%).
- 87% of the money in the last half a year was spent on in-game currency (29%), content updates (25%), and equipment (25%).
Brands
- 50% of players are discovering new brands while playing.
- 47% tend to buy a brand that was in their favourite title.
- 42% bought an item or a service that was advertised by a favourite streamer.
- Gamers have overall more positive attitudes toward brands than those who are not playing games.
