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This report compares two audience segments within our research: Males with children under the age of 18, i. LGBTQIA gamers stand apart from other gaming audience groups, especially when it comes to gamer identity, motivations for playing and engagement. Taking a closer look at LGBTQIA gamers reveals the key role they play in the gaming community as well as the diversity of the gaming audience as a whole.

Gamers who engage with video games at an earlier age are more likely to identify as a gamer, and on average, LGBTQIA gamers started gaming at 22 years old, compared to 28 years old for heterosexual and cisgender gamers. In general, LGBTQIA motivations for gaming are of a deeper psychographic and emotional connection to the content of gaming, beyond the enjoyment they get out of the mechanics.

The fantasy and creativity that gaming can provide are a gateway for LGBTQIA gamers to connect with narratives and characters outside of their physical world. It provides a sense of escapism as well as an outlet for self-expression. Simulation and role playing games are the two genres that LGBTQIA gamers enjoy playing more than heterosexual and cisgender gamers, and both of these genres provide the opportunity for further exploration of worlds and ideas beyond their day-to-day lives.

This audience segment is proud to identify as a gamer and sees gaming as something which delivers value, creativity and connectivity. Almost one-third of the population plays video games yet of this group, less than half actually identify as a gamer. Why is there this disconnect between the activity of playing games and self-identification?

And how does this disconnect impact our understanding of who the gaming audience really is? The gaming world has evolved. The technology that powers games has improved.

The players have changed. But what about the way we think about gamers? It reveals that less than a third of gamers fit the stereotypical gamer mold. When gamers are clustered by identity, motivations, and play styles, the result is six distinct gamer personas.

Their motivations converge around the games they play and how they play them, rather than just their basic demographics. Of the six gamer personas, only two resemble the stereotypical image of a gamer. The recent boycott of ad spending on Facebook and other social media platforms by major brands has once again brought the issue of brand safety to the forefront. The upcoming US election, lack of policy around misinformation from social media giants, and the seemingly endless negative news cycle on mainstream media publications has created an almost perfect storm when it comes to concerns around brand safety in the digital age.

Intuition suggests a positive association of the content within a particular app or platform makes users more receptive to brand messaging. Brand safety means more than just boycotting the big social media platforms or avoiding negative news coverage.

Respondents had to agree or disagree whether an association fit with an app or platform with 4 seconds of it being displayed. Missed any of the action?

Catch up on the best plays and epic hits. Through eye-catching creative, Sky Q was able to effectively reach players in a premium and brand-safe environment. The gamified end card experience provided an engaging, seamless, and educational touchpoint for players to learn about the apps included in Sky Q.

The mini-game reinforced which apps were included in the service offering. World-class competition, top tier tournaments, edge-of-your-seat excitement and passionate fans. What were once the hallmarks of traditional sports leagues are now as readily associated with another form of competitive entertainment - esports. The comparison between esports leagues, such as Call of Duty League and Overwatch League, and their real-world counterparts, such as the NFL and NBA, has been happening since esports first made its mark in the gaming world and has only increased as the buzz around esports has grown.

While many traditional sports competitions were placed on hold or canceled, esports leagues continued to deliver elite-level competition on a global stage thanks to the virtual world in which it inhabits. This ability to operate in an online environment is one of esports key differentiators to traditional sports and helped it further establish its place in mainstream entertainment culture. It provides an intersection for sport and entertainment with the power of a young, diverse, highly-engaged, and affluent audience.

In an increasingly virtual world, esports provides social connectivity and shared experience in a way that extends beyond a single match or league. When people are unable to interact face-to-face, they turn to video games and esports as a way to connect, interact, and escape. Esports unites players, fans, and viewers, and gives us a glimpse into the future of digital entertainment and fan engagement.

Esports was shown to be better at keeping viewer attention during sponsorship ads, resulting in higher performance on lower-funnel brand metrics, such as recommendation intent, when compared to traditional sports. During sponsorship ads, the immersion measured as the attention and emotional response of the viewer was sustained for esports viewers in comparison to traditional sports audiences, where there was a decrease.

For marketers looking to capture and sustain the attention of viewers for better message transfer, this increase in immersion throughout the viewing experience is significant and underscores the intrinsic value of esports advertising.

Passionate about the game and their favorite teams, esports fans recognize the role of advertising in growing the industry and the leagues, and view brands that support their favorite pastime positively. This brand favorability as well as brand perception are both significantly higher for esports advertising than traditional sports. Esports has emerged not simply as an alternative to sports sponsorships, but as a legitimate advertising media channel in its own right - one that can reach the most exclusive audiences in advertising and provide impact above and beyond traditional sports sponsorships.

The comparisons between esports and traditional sports may be easy to make, but when it comes to ad effectiveness, esports advertising stands on its own. Call of Duty, Crash Bandicoot, Diablo. They also represent a new era in mobile gaming, one where the top video game titles look just as home on your phone as they do on your gaming console.

But mobile games have come a long way. The launch of several iconic gaming franchises and triple-A games on mobile has seen the mobile emerge as a legitimate gaming platform in its own right, one which is home to captivating worlds, epic battles, and legendary storytelling.

With mobile gaming, people have a gaming console in their pockets and can play without the investment into additional gaming tech and hardware. From that viewpoint, the evolution of these much-loved gaming franchises to mobile makes sense - it offers a way to further engage with fans while offering a low barrier to entry and greater accessibility. The answer is two-fold. Firstly, better technology has meant better gameplay. Moves that were once only possible on a console with a specifically-designed controller and optimal processing power can now take place on mobile.

At a time when people are looking for ways to connect and engage, mobile gaming presents an easy way to do just that.

For many players, the time is right to be introduced to the franchises, characters, and storylines that are loved so much on console and PC. Mobile also makes it easier for those wanting to re-engage with franchises they may have played years earlier on console, bringing those players a sense of nostalgia and familiarity.

In short, mobile allows these iconic games to deliver joy, connection, and purpose to even more players and fans. The shift of these well-known titles to mobile gaming however changes all of that. Their fans are passionate, enthusiastic, and most importantly, highly-engaged. Brands have the opportunity to reach these fans when they are already enjoying and engaging with the games they love. As more iconic gaming titles and franchises make the shift to mobile, the opportunities for brands to tap into the high-valuable gamer audience continue to grow.

When Activision Blizzard Media was looking for a way to engage with the advertising industry through a fun and engaging virtual event, it was no surprise that so many of our agency partners and friends answered the call. Or more specifically, the Call of Duty. The hits were big, the gameplay was strategic, but it was the dedication to the cause that was the biggest highlight of the tournament. What will this look like in ? Gaming was an increasingly important outlet for entertainment in , particularly as entertainment-hungry consumers spent more time than usual at home, and the new console releases helped to cement gaming's place in the living room.

Have you even considered what colorspace your HDMI cord can handle? And while mobile gaming consistently puts up impressive numbers for revenue, engagement, users, etc. The net result is that gaming, and mobile gaming in particular in this case, will almost certainly have increasingly diverse and numerous niches for virtually every consumer in Love it or annoyed by it, Farmville was an ever-present force in the early days of Facebook.

Of course, we know better now - the strategies employed to draw folks into these games became so burdensome and disruptive that platforms like Facebook all but completely cut off deep integrations between social games and their social network.

Many such games survived, but not nearly in the monolithic presence they had enjoyed before Farmville had 30m users playing daily at its peak. Rather, gaming is becoming an even more important means to connect and interact with friends and family in a meaningful way when physical contact is all but impossible.

Ultra-cute village sim Animal Crossing: New Horizons sold What we are seeing here is not a seismic shift, so much as a wave of larger numbers of consumers than ever capitalizing on one of the greatest superpowers of gaming: socialization without physicality. Given that will still very much be defined by the circumstances of a global pandemic, this wave will continue on in full strength throughout the year. Despite starry-eyed speculation around gaming increasingly going VR, we will not be seeing a dramatic surge in these platforms in The reason is that virtual reality is in its own uncanny valley - the aversion, in this case, is not a robot posturing to be human that is pretty realistic but not quite human enough to be uncreepy in the process , but rather a game experience that is all-encompassing, but not quite unobtrusive and high quality enough to be deeply immersive.

While mega-hit franchises like Half Life making their VR debut with Alyx this past year popped usership, we are still a ways away from mainstream adoption in Though technology is getting very close to cresting the proverbial hill of this valley, marketers are better served focusing on the fundamentals of more ubiquitous platforms than VR for a far greater return on time and investment at this stage in the game.

The opportunity present within is to get off the sidelines and into the game, as the experiences for consumers have never been better nor have the touchpoints for marketers been more numerous. In as the world changed, so too did our entertainment habits. Looking for ways to find social connection, joy and purpose in a world without physicality, people increasingly turned to video games and esports. But far from being a new phenomenon, gaming has been steadily on the rise for years.

And what will be the impact of these changed behaviors and emotional connections long term? Discover what entertainment and gaming habits will look like in a post-pandemic world. They are the first generation to grow up with gaming in its proliferation, creating a lasting emotional connection that has seen them dedicate more time and money to gaming today than any other generation.

While both Generation Z and Millennials lead the pack when it comes to their engagement, enjoyment, and consumption of gaming, Millennials find themselves being pulled back to the games they grew up with, investing more into the games that speak to their deeper motivations.

It is this unique combination of passion, dedication, and investment in gaming that sets Millennials apart from not only Gen Z but all other gaming generations. Like many adults, time is my most scarce and sacred commodity. And you should too, as this signals several important implications in the gaming and marketing landscape.

Early arcade games were made notoriously difficult because having a player lose was profitable - another quarter for another chance. Have you ever seen Super Mario Brothers played end to end? The center of gravity for gaming moved from the arcade to the living room, and now increasingly to the phone.

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