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1、Newzoos Global Gamer Study 2023How consumers engage with video games todayCopyright&Redistribution Notice2023 Newzoo.All rights reserved.The content of this report is created with due care by Newzoo and protected by copyrights.This report,or any portion thereof,may not be reproduced,distributed,or t

2、ransmitted in any form or by any means,including photocopying,recording,or other electronic or mechanical methods,or used in any manner whatsoever,without the express written permission of Newzoo.Reproducing,distributing,and/or transmitting this report,or any portion thereof,for commercial purposes

3、is explicitly not allowed.Introduction and key insightsDefinitions and methodology Gaming engagement in 2023Cross-platform playersSpending in gamesOpportunities for brandsAppendixAbout the Global Gamer StudyTable of contents4671216192226 Newzoo 2023The future of gaming engagement is looking brightGa

4、ming continues to be one of the worlds most popular pastimes,and todays gamers are a diverse cohort.Consumers increasingly engage with games and gaming platforms across many dimensions,including playing,viewing,creating content,and socializing,especially as new business models and technologies emerg

5、e.Games and gaming platforms are also becoming a significant element of the marketing mix for publishers,developers,and companies outside the gaming industry.Understanding why gamers play,view,and spend on video games is and will continue to be essential in the battle for consumer time and money.Lea

6、rning more about your target audiences and what motivates them can illuminate what content may resonate with them.We hope you enjoy this free,light version of our 2023 Global Gamer Study report.This report covers higher-level insights than the full version,part of the Global Gamer Study subscription

7、,which also includes access to the data and individual market audience snapshot reports per market you subscribe to.Please get in touch to learn more about subscribing to the Global Gamer Study for gamer insights across 36 markets around the globe.Happy reading!Jutta JakobHead of Consumer InsightsOr

8、la MeehanResearch Project Manager Newzoo 2023Key insights5 Engaging with games meansmore than just playingNearly half of players play onmore than one platformMany players spend moneyon video games79%of the total online population are games enthusiasts1To say gaming continues to be popular is an unde

9、rstatement.Out of the total online population,nearly 8 in 10 engaged with games in the past six months.Todays game enthusiasts engage with games in many ways.In fact,over 50%of the total online population engages with games in more than one way.Increasingly,younger generations are finding ways to in

10、teract with games other than playing.These newer players are leading the charge toward viewing content on top of playing it.47%of players2 played on at least two platformsNearly half of todays gamers play on more than one platform,and this multi-platform trend is bound to accelerate.Players who play

11、ed on all three platforms in the past six months(tri-platform players)are an attractive cohort:they spend more time and money on gaming and are more likely to view gaming content.Advances in mobile and 5G technology and the rise of cloud gaming services are enabling better player experiences.More AA

12、A PC and console games are expanding to mobile platforms to attract more players(and vice-versa).57%of players2 have also spent money on video games Over half of players have spent money on video games in the past six months.Console gaming has the highest player-to-payer conversion,while mobile has

13、the lowest.Besides special offers,the potential to unlock extra or exclusive content and customization options motivate spending.Nearly all payers spend money on in-game items,demonstrating how important it is for publishers and developers to optimize these offerings to attract continued player inve

14、stment.1231 Game Enthusiasts are consumers who engage with gaming through playing,viewing,owning,and/or social behavior2 Played in past 6 months50%of players and/or viewers discovered new brands while gamingVideo games have become important marketing tools for many companies.Games enable brands to c

15、onnect with their target audiences in ways beyond traditional advertising.Players are reacting more positively to brands than non-players,and many players and viewers discover new brands while engaging with video games.Getting into games and gaming platforms can positively impact brand discovery,pur

16、chase consideration,and brand attitude.4Players are reacting positively to brands Newzoo 2023Newzoos Global Gamer Study 2023Definitions and methodology 6 Survey methodologySurvey methodology:Computer-Assisted Web Interviewing(CAWI)FieldworkFieldwork:February 2023 May 2023Target groupTarget group:Rep

17、resentative sample of the online population aged 10-65/10-50(regional coverage and age scope differ by market).Sample sizeSample size:74,295 respondents across 36 countries/markets.Per country/market,approx.2,000 respondents,3,000 for the United States and China,and 1,500 for Egypt,Saudi Arabia,and

18、the United Arabic Emirates.MethodologyGenerations:Gen Alpha(born 2010 or later/10-13 years old)*Gen Z(born 1995-2009/14-28 years old)Millennials(born 1981-1994/29-42 years old)Gen X(born 1965-1980/43-58 years old)Baby Boomers(born 1946-1964/59-65 years old)*Please note that for our study.We only cov

19、er ages 10 to 65.Total Online Population:Population that has access to a stable/active internet connection.Game Enthusiasts:Consumers who engage with gaming through playing,viewing,owning,and/or social behavior.Players:Those who have played video games on a PC,console,or mobile in the past 6 months.

20、Payers:Players who the past six months,on average,spent money on a monthly basis on games on a PC,console,or mobile device.Spending money includes gifts,downloadable content,subscriptions,and other micro-transactions.Minor spenders:up to/$5 a monthAverage spenders:between/$5 /$25 a monthBig spenders

21、:/$25 or more a monthViewers:Those who watched live-streamed or pre-recorded gaming video content in the past 12 months(incl.esports).(=Gaming video content viewers).DefinitionsGeographic scopeGeographic scopeNAMNAM:United States,CanadaEMEAEMEA:United Kingdom,Germany,France,Spain,Italy,Russia,Poland

22、,Netherlands,Belgium,Sweden,Finland,Turkey,Egypt,Saudi Arabia,United Arab Emirates,South AfricaLATAMLATAM:Mexico,Brazil,Argentina,Chile,ColombiaAPACAPAC:Australia,New Zealand,China,Japan,South Korea,Thailand,Taiwan,Indonesia,Vietnam,Malaysia,Philippines,Singapore,India.For more details:Global Gamer

23、Study 2023 methodology Newzoo 20231.Gaming engagement todayEngaging with video games means more than just playing Newzoo 2023Gaming engagement continues to involve activities beyond play8/10 of the total online population have engaged with gaming in one way or anotherTotal%of game enthusiasts1 79%+0

24、%(vs.22)Source:Newzoo Global Gamer Study 2023(Global weighted average across 36 markets)Q.Game Enthusiasts,Total players(past 6 months),Gaming video content viewers(past 12 months),Those who engage with gaming beyond playing/viewing in the past 12 months(%often)Base:Total sample(n=74,295)Nearly eigh

25、t out of 10 people from the total online population engage with video games in one form or another,and the paths to engagement are also evolving.People can engage with games via more dimensions than before,from playing and viewing to creating and socializing.In fact,over half of the total online pop

26、ulation engages with more than one dimension,and 29%play,view,and engage in other ways2.Playing is still the most common way to engage,with over three-quarters of the total online population having played games in the past six months.However,viewing and other activities hold sizeable interest.This i

27、mpacts game companies that continue to expand into other forms of entertainment,consumer brands,and companies that rely mainly on traditional advertising methods.34%54%76%Total otherengagementTotal viewersTotal playersGaming engagementBase:Total online population+0%(vs.22)+2%(vs.22)+1%(vs.22)1 Game

28、Enthusiasts are consumers who engage with gaming through playing,viewing,owning,and/or social behavior2Other gaming engagement includes those that claim to have“often”followed video gaming channels or esports broadcasters,socialized through/visited online gaming communities,discussed video games wit

29、h family and friends,listened to gaming podcasts,and/or attended large in-person gaming conventions in the past 12 months2 Newzoo 2023Video games appeal to every generationGen Alpha and Gen Z players are more likely to engage with gaming in many ways beyond playing9 Gaming engagement by generationBa

30、se:Total online populationSource:Newzoo Global Gamer Study 2022(Global weighted average across 36 markets)Q.Game Enthusiasts,Total players(past 6 months),Gaming video content viewers(past 12 months),Those who engage with gaming beyond playing/viewing in the past 12 months(%often)Base:Generation Alph

31、a(n=5,182),Gen Z(n=25,494),Millennials(n=22,942),Gen X(n=13,178),Baby Boomers(n=7,499)1 Game Enthusiasts are consumers who engage with gaming through playing,viewing,owning,and/or social behavior2Other gaming engagement includes those that claim to have“often”followed video gaming channels or esport

32、s broadcasters,socialized through/visited online gaming communities,discussed video games with family and friends,listened to gaming podcasts,and/or attended large in-person gaming conventions in the past 12 monthsGen ZGen XBaby BoomersMillennialsGen Alpha%of game enthusiasts194%90%82%67%47%While ev

33、ery generation engages with games,younger game enthusiasts are more likely to interact across all dimensions.Of course,a sizable share of Gen X and Baby Boomers engages with gaming,albeit typically across fewer dimensions.Unsurprisingly,playing remains the most common means of engagement across gene

34、rations.Meanwhile,viewing and other gaming engagement tend to drop with age.This may be partly due to these older game enthusiasts not growing up as digital natives and being accustomed to video games as a medium solely for playing.+1%(vs.22)+0%(vs.22)+0%(vs.22)-2%(vs.22)+1%(vs.22)Total playingTotal

35、 viewingTotal other eng.29393%7272%5050%8888%7272%4747%80%80%5757%3737%6363%3333%1818%4444%1313%5 5%Newzoo 2023Three in four play video games,with mobile being the most popularOver 90%of Gen Alpha played video games in the past six months10 Source:Newzoo Global Gamer Study 2023(Global weighted avera

36、ge across 36 markets)Q.Players(past 6 months);Main cellphone:feature phone or smartphoneBase:Total sample(n=74,295),Generation Alpha(n=5,182),Gen Z(n=25,494),Millennials(n=22,942),Gen X(n=13,178),Baby Boomers(n=7,499),Cellphone owners(n=73,770)Delving deeper into play behavior specifically,we find t

37、hat mobile devices remain the most common way to play video games.One key reason for this is that mobile has fewer hardware and software barriers to entry than PC and console gaming.Practically every consumer already owns a smartphone(among those that own a cellphone,98%of those surveyed indicated o

38、wning a smartphone),and the most popular mobile titles are often free-to-play.Altogether,these factors make mobile gaming an accessible option for game enthusiasts.Although younger generations are notably more likely to play video games,a sizeable proportion of older generations also play,highlighti

39、ng once again that gaming is a popular pastime across generations.32%33%60%76%ConsolePlayersPCPlayersMobilePlayersTotalPlayers93%PlayersGen Alpha88%PlayersGen Z80%PlayersMillennials63%PlayersGen X44%PlayersBaby BoomersShare of players per platform Base:Total online populationShare of players by gene

40、ration Base:Total online population Newzoo 2023Viewing is an important element of gaming engagement54%of the online population have viewed video game content in the past 12 months,and over a quarter watched esports11 49%51%Esports audience breakdownBase:Total esports audienceTotal online populationT

41、otal viewers1Esports enthusiasts3Occasional esports viewers454%100%1 Viewers are those who watched live-streamed or pre-recorded gaming video content in the past 12 months2 Esports Audience are those who watched professional competitive gaming(esports)video content in the past 12 months3 Esports Ent

42、husiasts are those who watched gaming(esports)video content once a month or more in the past 12 months4 Occasional Esports Viewers are those who watched gaming(esports)video content less than once a month in the past 12 monthsSource:Newzoo Global Gamer Study 2023(Global weighted average across 36 ma

43、rkets)Q.Gaming video content viewers(past 12 months),Esports Segmentation Base:Total sample(n=74,295),Total Esports Audience(n=20,103)Esports audience227%Over half of the online population has viewed gaming video content in the past 12 months.Among viewers,inspiration on things to do in games/new wa

44、ys to play,and seeing high-level gameplay/skills,were the top reasons to view gaming content.Over a quarter of the online population has viewed esports content specifically in the past 12 months.Among this group,nearly half watched esports content once a month or more(esports enthusiasts).Together,t

45、his demonstrates that gaming video content is an important element for consideration among both endemic and non-endemic parties interested in gaming.Share of viewers&esports audienceBase:Total online population Newzoo 20232.Cross-platform playersNearly 50%of players play games on more than one devic

46、e or platform Newzoo 2023Nearly half of players play games on more than one platformMobile continues to dominate single-platform play13 Source:Newzoo Global Gamer Study 2023(Global weighted average across 36 markets)Q.Platform player overlapBase:Total players(n=58,040)Platform-exclusive players stil

47、l have a considerable hold over the gaming landscape,with mobile at the forefront.As previously mentioned,mobile has a lower barrier to entry and is more accessible than PC and console gaming.However,nearly half of players(48%)play on two platforms or more.PC and console publishers will likely keep

48、expanding to other platforms for growth,while players engage across several platforms in parallel.Out of these players,an interesting cohort to watch is players that play on all three platforms,who represent 15%of the total player base.Platform overlapBase:Total playersTotal79%Total41%Total43%35%9%8

49、%13%16%Mobile only15%All 34%15%32%52%3 platforms2 platforms1 platformNumber of platforms played onBase:Total players Newzoo 2023Tri-platform players are an attractive cohortGamers who play on more than one platform are significantly more likely to spend time and money on games14 Share of payers by n

50、umber of platformsBase:Total players41%69%85%123%of payersIn the past six months,85%of players who played on all three platforms(tri-platform players)spent money on video-game-related purchases.Number of platforms played onSource:Global Gamer Study 2023(Global weighted average across 36 markets)Q.Pa

51、yers(past 6 months),Platform player overlap,Time spent per week per platformBase:Total players(n=58,040)Players that have played on one platform(n=29,099),Two platforms(n=18,920),Three platforms(n=10,021)123Average time spent playing per weekNumber of platforms played onTri-platform players played v

52、ideo games for an average of more than 11 hours a week.4h8h 24m11h 18mTime spent playing by number of platformsBase:Total playersTri-platform players spent the most time and money on video games in the past six months,making them an attractive cohort for developers and publishers.Advances in mobile

53、and 5G technology,coupled with the rise in cloud gaming,are affording players more opportunities to engage with IPs and franchises across several devices with improved accessibility.Games like Fortnite and ROBLOX have built enormous player(and payer)bases using this strategy.Given the opportunity th

54、at tri-platform players present in engagement and revenue,investing in cross-platform and cross-progression could be a wise strategic move.Newzoo 202325%23%23%20%19%PuzzleAdventureMatchArcadeRacing70%63%60%56%56%AdventureBattleRoyaleShooterArcadeRacingComparing single-platform and tri-platform playe

55、rsTri-platform players are more likely to view gaming video content and play more intensive genres15 49%50%Non-binary/Other:legal drinking age and not asked in SA,UAE,EG(excluded from base for beverage category)*The brands covered per category are:Sports brands:Nike,Adidas,and PUMABeverage:Coca-Cola

56、,Fanta,Mountain Dew(Mtn Dew),Monster Energy,Red Bull,Budweiser,Absolut,and BallantinesTechnology:Apple,Intel,and NvidiaAutomotive:BMW,Porsche,Ford,and KiaFast food:McDonalds,Burger King,and WendysDelivery:FedEx,DHL,and UberEatsSunglasses:Ray-Ban and Oakley Newzoo 20235.AppendixMarkets,topics,and fra

57、nchises covered in the Global Gamer Study 2023 Newzoo 2023Global Gamer Study:2023 topic list23 Game Behavior&Attitudes Total share of players and non-players per market(P6M)Total share of players per platform(P6M)Reasons for playing games Non-players:past play behavior&intention to play(N6M)Play fre

58、quency per platformTime spent per week playing per platformGame mode played most per platformImportance of social features in games(statements)Favorite platform to play games on Appealing features of gamesAppealing themes/settings of gamesGamer identity(statements)Frequency socialized through/visite

59、d online gaming communities or social media groups(P12M)Frequency talked about video games with family,friends,or other significant others(P12M)Frequency visited websites/blogs or listened to podcasts to keep up to date on latest gaming news(P12M)Frequency attended large gaming conventions in-person

60、(P12M)Gaming subscription awareness and usageType of games played per platform(i.e.,“F2P”,“P2P”)DEI important aspects in video games NEW!NEW!DEI related statements related to playing NEW!NEW!Spending BehaviorTotal share of paying players per platformMoney spent per month per platform(Minor,Average,o

61、r Big Spenders)Main reasons to spend money on video gamesPC/mobile games:payment method used*Money spent on in-game items or virtual goods(P6M)In-game items/virtual goods spent money on(P6M)Impact of a game item/virtual good being branded on likelihood to buy NEW!NEW!Socio-DemographicsGenderAgeGener

62、ationsEducation*Household income*Work situationParental or legal guardian statusMedia&LifestyleLeisure time spent per week on various activities(e.g.,reading,watching broadcast television,using social media)Social media and chat applications actively used(P6M)Favorite hobbiesGeneral interests most i

63、nterested inFollowing/watching of professional sports regularlyProfessional sports watched/streamed regularly(P6M)Media subscriptions currently used(e.g.,Spotify Premium,Netflix,Disney+,Apple TV+)TV channels watched most often*Mobile&InternetBrand main cellphoneMain cellphone:feature phone or smartp

64、hone Main cellphone operating system Cellphone network provider*Household internet service provider(ISP)*Country/market specific topics.(PM)/(NM)=Past months,Next months Newzoo 2023Global Gamer Study:2023 topic list24 Gaming Video Content&EsportsGaming video content watched(i.e.,live-streamed,pre-re

65、corded)Frequency watching live streamed and pre-recorded gaming video content on various platforms(P12M)Esports awarenessFrequency watching esports(P12M)Types of gaming video content typically watched(P12M;e.g.,reviews,gameplay,tips&tricks)Gaming video content regularly watched(P12M;e.g.,CS:GO,Leagu

66、e of Legends,Dota 2,Fortnite)Type of gaming video content per game regularly watched(P12M;i.e.,esports,general gaming video content)Esports franchises regularly watched(P12M)Motivation to watch video gaming content(statements)Frequency followed video gaming channels or esports broadcasters(P12M)Freq

67、uency paid for a monthly subscription to video gaming channels or esports broadcasters(P12M)Frequency donated money(non-re-occurring)to video gaming channels or gaming content creators(P12M)Frequency created gaming-related content(P12M)Esports franchises played(P6M)Gaming Hardware&PeripheralsAverage

68、 spent per year on gaming hardware(past 3 years)Reasons to buy gaming hardware(statements)Gaming peripheral ownershipGaming peripheral intention to buy(N6M)Gaming peripheral brand awarenessConsumer BrandsBrand attitude(e.g.,Coca-Cola,Nike,Porsche)Brands and gaming-related statements NEW!NEW!Consumpt

69、ion while gaming/viewing Beverage brand consumption while gaming/viewingSocializing in Game WorldsFrequency socialized in virtual game worlds(outside of playing main game)(P12M)NEW!NEW!Likelihood of socializing in a game world in future(beyond playing the main game)NEW!NEW!Most interesting game worl

70、d activities(outside of playing main game)NEW!NEW!Time spent per week socializing in virtual game worlds(outside of playing main game(P12M)NEW!NEW!Newzoos Gamer SegmentationCovering unique personas based on gaming,viewing,owning,and social behavior*Country/market specific topics.(PM)/(NM)=Past month

71、s,Next monthsFranchisesFranchise funnel(i.e.,awareness and play behavior)Devices played on(P6M)Franchises played per platformMobile GamesMobile devices used to play mobile games(P6M)App stores used to download mobile gamesGenres played on mobile devices(P6M)RPG subgenres played on mobile devices(P6M

72、)PC GamesType of PC games played(i.e,browser,downloaded/boxed)Main PC system for playing downloaded/boxed PC gamesMain PC brand for playing downloaded/boxed PC gamesFrequency used PC game launchers(P6M;e.g.,Epic Games Store,Steam)Genres played on PC(P6M)RPG subgenres played on PC(P6M)PC budget spent

73、 on(P6M)Console GamesConsole played games on(P6M)Owned consoleGenres played on game console(P6M)RPG subgenres played on console(P6M)Console budget spent on(P6M)Cloud GamingCloud gaming awarenessTried cloud gaming Newzoo 2023Global Gamer Study:2023 franchise list25 Among UsAnipop(only in CN)Apex Lege

74、ndsAssassins Creed Borderlands Brawlhalla(not in CN,KR)Call of Duty Candy Crush Saga(not in CN)Civilization Clash(incl.Clash of Clans,Clash Royale,and others)Counter-Strike Dead by DaylightDead Island(not in CN,KR,JP)Destiny Diablo(incl.Diablo Immortal)Dota 2Dragon QuestDungeon&Fighter/Dungeon Fight

75、er Online(only in CN,KR)Dungeons&Dragons Elden RingFall GuysFantasy Westward Journey/Westward Journey Online(only in CN)Fate(incl.Stay Night,Grand Order,and Tsukihime etc)(only in JP)FIFA Final Fantasy Fortnite(not in CN)Forza Genshin ImpactGod of War Golf With Your FriendsGran Turismo Grand Theft A

76、uto(GTA)Halo Harry Potter Hearthstone:Heroes of WarcraftHell Let LooseHonor of Kings(only in CN,BR,EG,MX,TR)Kartrider(only in KR)Knives Out(only in JP)League of Legends(incl.Wild Rift)Light and Night(only in CN)Lineage(only in KR)Lost Ark(only in KR)Madden NFL(Not in CN,JP)Magic:The Gathering Mario

77、Marvel(incl.Marvel Snap)Metro Minecraft Mobile Legends:Bang Bang(only in US,CA,TR,SE,RU,BR,MX,ID,TW,PH,VN,SG,TH,MY,AR,IN,SA,NZ,AE,EG,CO,CL)Mortal Kombat(not in CN,KR)Naraka:Bladepoint(only in CN)Naruto(only in CN)NBA 2K(not in JP)Need for Speed Overwatch 2Pokmon Project SEKAI COLORFUL STAGE!feat.Hat

78、sune Miku(only in JP)QQ Speed(only in CN,ID,TW,PH,VN,SG,TH,MY,IN)Resident Evil RobloxRocket League(not in CN)Rust(not in CN,KR,JP)Saints Row Sniper Elite(not in CN,KR,JP)Splatoon(only in JP)Star WarsStarCraft 2(only in KR)Sudden Attack(only in KR)Survivor.io(only in CN)The Elder Scrolls The Legend o

79、f Zelda The Sims The Witcher Three Kingdoms Strategy Edition(only in CN)Total War Umamusume Pretty Derby(only in JP)ValorantWorld of WarcraftWorms Newzoo 202374,000+Consumers surveyed yearly36Global coverage with 36 markets200+Variables trackedNewzoos Global Gamer Study26Access the most comprehensiv

80、e global consumer research covering the gaming landscape and gaming audiences.Includes:Full demographic and psychographic profilesGaming behavior across all platforms/dimensions Playing and viewing motivations&attitudes Spending behavior and motivationsMedia,lifestyle,and consumer brands consumption

81、 Easy-to-use consumer insights dashboard accessEvaluate market opportunities,understand your audience to its core,and stay on top of consumer trends with Newzoo.Get in touch Newzoo 2023The Global Gamer Study 2023 covers 36 markets27 North America(2)MarketAvailabilityUnited States Canada Eastern Asia

82、(4)MarketAvailabilityChina Japan South Korea Taiwan Latin America(5)MarketAvailabilityArgentina Brazil Chile Colombia Mexico Eastern Europe(2)MarketAvailabilityPoland Russia Middle East and Northern Africa(4)MarketAvailabilityEgypt Saudi Arabia Turkey United Arab Emirates Oceania(2)MarketAvailabilit

83、yAustralia New Zealand Southeast Asia(6)MarketAvailabilityIndonesia Malaysia Philippines Singapore Thailand Vietnam Sub-Saharan Africa(1)MarketAvailabilitySouth Africa Western Europe(9)MarketAvailabilityBelgium Finland France Germany Italy Netherlands Spain Sweden United Kingdom Central Southern Asia(1)MarketAvailabilityIndia Helping you thrive in the games marketData.Research.Consulting.