YouGov：2023年全球游戏和电子竞技白皮书：触及玩家 无处不在（英文版）（15页）.pdf

1、GA M I N G&E S P O R T S R E P O R T 2 0 2 M I N G&E S P O RTS R E P O RT 20 2 3Inside04030421353636DataSummarySection 2:Connecting with gamersSection 1:How does gaming fit into todays global entertainment landscape?35IntroductionGaming&Esports Report 202302IntroductionThe media and entertainment in

2、dustry is constantly changing with the proliferation of non-traditional and digital media channels,and the way consumers engage with media and entertainment has evolved.Gaming as a popular pastime has played a critical role in shaping the way audiences interact,engage,and consume content as they eng

3、age with games and gaming platforms in more ways than ever before.As the entertainment landscape evolves,understanding gamings role in global consumers everyday life among other entertainment activities is crucial for modern marketers to identify where gaming sits in the media mix and explore the be

4、st synergies.This report examines the entertainment habits of global consumers and where gaming fits in the entertainment landscape,the types of media activities undertaken and whats keeping consumers entertained.We explore engagement with gaming,devices used to game and the impact of advertising pl

5、atforms on brand and product perception.We assess the relationship gamers have with in-game and out of game advertising,how best to connect with gamers and how brands and advertisers can form a deep bond with the highly engaged group.This report uses global research across a selection of 18 internat

6、ional markets in tandem with syndicated data from YouGov Profiles.LE A R N M O R E A B OUT OUR DATAGaming&Esports Report 202303How does gamingfit into todaysglobal entertainmentS e c t i on 1Over the last few years,the media,entertainment,and gaming industry has seen considerable changes.Pandemic lo

7、ckdown restrictions across the regions,prevented consumers from traveling,and the hybrid and remote working has become the norm for many organizations.Consequently,consumers are spending more time at home,which has influenced their media,entertainment,and gaming consumption.New YouGov Research explo

8、res the types of media activities consumers are undertaking in a typical week.Faced with a plethora of media choices,whats keeping these consumers entertained and crucially where does gaming fit into the global media and entertainment landscape?landscape?Gaming&Esports Report 202304Digital media eng

9、agement is the most popular weekly entertainment activityInternet-based activities dominate the current global media/entertainment landscape.Among all global consumers,visiting websites(64%),social media usage(57%)and watching content on video streaming services such as Netflix(48%)are the top weekl

10、y media activities and the top entertainment activities undertaken most often.About a third of the global population(31%)engages in playing video games on a weekly basis.Gaming boomed during the pandemic giving people a way to be both entertained and connected and continues to have a strong foothold

11、 in the media mix in terms of weekly reach.Media activities undertaken in a typical week-GlobalQ:Which,if any,of the following do you typically do on a weekly basis?0%20%40%60%80%64%Other internet(e.g.websites,email etc)57%Interact with social media48%Watch content on video streaming services45%Watc

12、h live TV 43%Watch non-live video content online43%Read a newspaper,book,or magazine in print or online35%Stream music32%Watch non-live TV31%Play video games on console,PC,mobile phone or any other handheld device40%Listen to the radio18%Listen to podcasts25%Watch live streamed video content onlineG

13、aming&Esports Report 202305Turning to the demographics of global weekly gamers,our data shows that whilst 34%of men game each week,women are not far behind at 28%.Rising accessibility of gaming via mobile and gaming genres such as puzzle,and Role-playing games(RPGs)have fuelled interest in gaming am

14、ong women.In terms of age,weekly gaming peaks among all global adults aged 18-24(42%),increasing to almost half of 1824-year-old men.Gaming weekly reachS PE A K TO A R E SE ARCHE Rweekly reachGaming&Esports Report 202306Play video games in a typical week Global by demographicsQ:Which,if any,of the f

15、ollowing do you typically do on a weekly basis?18-24FemaleMale25-3435-4445-5455+Men aged 18-24Men aged 25-34Global total31%34%28%42%43%38%35%30%21%49%Gaming&Esports Report 202307When comparing different weekly media activities by age,we see that the popularity of non-traditional digitally enabled ac

16、tivities such as gaming,social media,video streaming,and video content in general are more popular media choices among the global consumers aged under 45.On the other hand,traditional media activities such as watching live and non-live TV,listening to the radio,and reading a newspaper are more preva

17、lent in the older age groups.Gaming ranks highest for under 34sGaming&Esports Report 202308Q:Which,if any,of the following do you typically do on a weekly basis?18-2425-3435-4445-5455+Other internet(e.g.websites,email etc)54%55%60%66%74%Interact with social media 60%60%60%58%53%Watch content on vide

18、o streaming services 51%52%55%49%40%Watch live TV 25%30%39%48%63%Watch non-live video content online 53%47%48%44%34%Read a newspaper,book,or magazine in print or online30%31%38%44%57%Listen to the radio17%27%37%47%56%Stream music 51%45%38%35%22%Watch non-live TV 23%28%32%36%38%Play video games on co

19、nsole,PC,mobile phone or any other handheld device42%38%35%30%21%Watch live streamed video content online31%30%29%25%18%Listen to podcasts20%23%20%18%12%Media activities undertaken in a typical week-Global by ageIn terms of global ranking of weekly media activities,gaming ranks 10th overall,jumping

20、to 6th position among global consumers aged under 34-leaping ahead of print readership,listening to the radio,and watching live,and non-live TV.Among men aged 18-24,weekly gaming moves into 3rd position,behind broad internet use,and interacting with social media.Gaming&Esports Report 202309When we d

21、elve into the top media activities people consume most often in a typical week,broad internet use remains the top scoring media,followed by social media.Watching content on video streaming services ranks 3rd,followed by live TV.However,when we look at men aged 18-24,we see a very different ranking o

22、f media engagement.Globally,gaming is the number one media choice,followed closely by watching non-live video content online,and social media.In addition,they are more than four times more likely to play video games most often than watch live TV(31%vs.7%).Gaming ranks top among men aged 18-24 for me

23、dia types consumed most often Global TotalMen aged 18-24Men aged 25-340%10%20%30%40%Q:Which three activities would you say you spend the most time on in each week?Other internet(e.g.websites,email etc)Interact with social mediaWatch content on video streaming servicesWatch live TVWatch non-live vide

24、o content onlineRead a newspaper,book,or magazine in print or onlineStream musicWatch non-live TVListen to the radioListen to podcastsWatch live streamed video content onlineMedia activities spend the most time on per week-GlobalPlay video games on console,PC,mobile phone or any other handheld devic

25、eGaming&Esports Report 202310In addition to superior weekly penetrations vs.TV among younger demographics,levels of engagement for gaming are also higher.On average,global viewers spend 10.4 hours per week,watching live TV.Whilst this increases to over 13 hours among the over 55s,among TV viewers ag

26、ed 18-24,this falls to under 6 hours per week.In comparison,1824-year-olds spend almost 10 hours per week gaming.Interestingly,whilst weekly gaming penetrations decline sharply for the over 55s,among those who do play,average time spent gaming per week still averages 8 hours.This shows that in-gamin

27、g advertisers can benefit from high levels of potential exposure among gamers of all ages.High engagement with gaming High engagement gamingGaming&Esports Report 202311F I N D O U T H OW O U R S O LU T I O N S CA N H E L P YO UAverage time spent per week gaming and watching live TV Global by ageChin

28、as gamers lead the charts on most time spent gamingChina remains the biggest market for gaming.Out of the list of twelve media activities,three in ten(29%)Chinese consumers claim to spend most of their time gaming each week.Other Asian markets registering a high proportion of engaged weekly gamers i

29、nclude Hong Kong(23%),Indonesia(19%)and Singapore(18%).The proportion of adults who claim to spend most of their time gaming compared to other media activities is lower in the European markets.China also has the highest average number of hours played each week among gamers at 11.3 hours,which is mor

30、e than two hours higher than the global average of 8.9.Other countries where the average number of gameplay hours surpasses the global average to be more than 10 hours per week,includes the US and Great Britain.Whist the proportion of Brits and Americans that claim to play most often compared to oth

31、er media activities is almost on a par with the global total,those who do play are gaming for longer.Average hours per weekTime playing video gamesTime spent watching live TVQ.In a typical week,how much time,if any,do you spend watching live TV?(watch programs at the time that they are broadcast i.e

32、.,not streaming)Q.In a typical week,how much time,if any,do you spend playing video games on console,PC,mobile phone,or any other handheld device?10.49.65.913.46.96.47.778.98.59.889.110.98.918-2425-3435-4445-5455+Men aged 18-24Men aged 25-34Global totalAverage hours per week9.7Gaming&Esports Report

33、202312S PE A K TO A R E SE ARCHE RSpend the most time on gaming and average time spent per week gaming GlobalPlay video games most oftenAverage number of hours game per weekGlobal total0%0.010%4.020%6.030%10.040%12.0Q:Which three activities would you say you spend the most time on in each week?Q:In

34、a typical week,how much time,if any,do you spend playing video games on console,PC,mobile phone,or any other handheld device?GBIndiaPolandDenmarkItalySwedenMexicoUAEAustraliaGermanySpainFranceUSChinaIndonesiaHong KongSingaporeCanada14%29%23%19%18%17%15%14%13%13%13%13%13%12%12%11%10%9%9%8.911.39.78.7

35、9.88.211.07.97.49.37.76.610.27.38.76.38.38.79.0Gaming&Esports Report 202313Mobile drives gaming accessibilityThe accessibility of gaming has exploded with the rise of mobile.Enabling anywhere,anytime access,smartphones are the top device used for playing video games among weekly gamers(64%)and those

36、 who game most often in a week(63%).Desktop/laptops follow smartphones as the most used gaming device.Whilst mobile devices have opened the gates to casual gaming in a big way,the likes of Xbox and PlayStation continue to appeal to gaming enthusiasts with a third(34%)of weekly gamers using dedicated

37、 gaming consoles to play video games.Despite the gaming potential of VR and the steady rise of the metaverse,the adoption of VR headsets remains low,with only 6%weekly gamers using VR headsets during their gaming sessions.accessibilityMobile drivesGaming&Esports Report 202314Devices used for playing

38、 video games among weekly gamers-Global Q:On which of the following devices do you typically play video games?0%20%40%60%80%64%Smartphone11%High-end gaming PC specifically builtDesktop/laptop computer40%Game console34%Tablet23%Handheld gaming device10%VR headset6%Gaming&Esports Report 202315S PE A K

39、 TO A R E SE ARCHE RHow global consumers interact with video games can provide insights into how the gaming sector may evolve.The mobile gaming sector is booming,and an increase in the number of games available via the App Store,coupled with advancements in graphics,and the improved gaming experienc

40、e on a mobile device is fuelling this growth.Interestingly,women are much more likely to play video games on mobile devices than men(71%vs.59%).As hardcore gaming remains male-dominated,dedicated,higher power devices such as desktops/laptops,consoles and high-end gaming PCs are used more by men than

41、 women.We have already seen that 28%of women globally play video games at least once a week,and with the growth in mobile gaming,we are likely to see gaming penetrations among women continue to grow in the coming years.Seven in ten female gamersplay video games ontheirsmartphonesGaming&Esports Repor

42、t 202316Devices used for playing video games among weekly gamers Global by gender0%20%40%60%80%MaleFemaleSmartphoneDesktop/laptop computerGame consoleTabletHigh-end gaming PC specifically builtHandheld gaming deviceVR headset46%32%40%26%26%21%11%9%7%4%14%6%59%71%Q:On which of the following devices d

43、o you typically play video games?Please select all that apply.Base:Those who game weeklyGaming&Esports Report 202317Looking at the data by age,the smartphone is the dominant gaming device among weekly gamers of all ages.Those aged 35-44 and 45-54 are slightly more likely to use their smartphones to

44、game,which could be attributed to the types of games played by among gamers in these age groups.Global gamers aged 25-44 are more likely to play games on consoles,whilst those aged 18-24 are more likely to turn to their desktop/laptop computer.Tablets make it easier for older consumers to read,and i

45、nteract with on-screen content,consequently,global consumers aged over 55 are more likely to use tablets for gaming than those in other age groups.In addition,there is a growing number of puzzle and memory-based games that are particularly appealing to older generations that are easily accessible vi

46、a the Apple or Google Play store.Devices used for playing video games among weekly gamers Global by ageQ:On which of the following devices do you typically play video games?Please select all that apply.Base:Those who game weeklySmartphoneDesktop/laptop computerGame consoleTabletHigh-end gaming PC sp

47、ecifically builtHandheld gaming deviceVR headset0%20%40%60%80%18-2425-3435-4445-5455+Gaming&Esports Report 202318In all markets,the smartphone is the preferred device for gaming.Affordability coupled with continuous tech improvement make smartphones a go-to gaming device in younger,mobile-first Asia

48、n markets with Indonesia and India registering the highest proportion of smartphone weekly gamers.Whilst China and India are the two leading gaming markets for desktop/laptop gamers,higher proportions of console weekly gamers are from North America and Europe.Notably,Great Britain has the highest pe

49、rcentage of users,with an almost equal proportion playing video games on consoles(48%)as those who use smartphones(49%).Other leading markets for console gaming included Mexico,Sweden,and Germany.Indonesia houses the highest proportion of smartphone gamersIndonesia housessmartphone gamersS PE A K TO

50、 A R E SE ARCHE RGaming&Esports Report 202319Q:On which of the following devices do you typically play video games?Please select all that apply.Base:Those who game weeklyDevices used for playing video games among weekly gamers by countrySmartphoneTabletGame consoleVR headsetDesktop/laptop computerHa

51、ndheld gaming deviceHigh-end gaming PC specifically builtGlobal total64%40%34%11%23%6%10%US58%44%41%10%22%5%11%UAE65%41%39%15%33%15%16%Australia53%38%36%14%25%7%12%Canada54%39%29%13%23%5%8%China75%54%23%10%35%8%12%Denmark48%38%23%7%23%5%6%France64%32%36%9%21%3%9%GB49%33%48%12%19%4%11%Germany58%50%42

52、%5%24%3%8%Hong Kong79%36%31%5%29%7%12%India80%51%27%16%23%11%11%Indonesia86%37%19%11%17%8%7%Italy65%35%29%5%24%4%5%Mexico71%30%44%11%26%4%10%Poland60%46%31%12%12%3%5%Singapore79%38%19%7%16%2%7%Spain61%34%39%10%23%4%17%Sweden55%40%42%17%24%5%14%Gaming&Esports Report 202320Connectingwith gamers S e c

53、t i on 2In todays media landscape,a burgeoning digital ecosystem surrounds gaming and keeps gamers highly engaged.YouGov Research reveals that gamers are more likely to form positive views about products if they advertised on platforms that underpin this gaming ecosystem,including social and streami

54、ng platforms.Gaming&Esports Report 202321Impact of advertising platforms on perceptions of products and servicesAs a key engagement channel,social media is the top ad platform to drive positive product perceptions among global weekly gamers(31%).Whilst social media ranks as one of the top advertisin

55、g platforms amongst younger weekly gamers aged 18-24,advertising on video games jumps from 7th position amongst all weekly gamers to third,and to 5th position among 25-34 year old weekly gamers,highlighting the deep engagement with this audience.As a popular past time,global consumers are engaging w

56、ith games and gaming platforms in more ways than before.Gaming engagement doesnt just include playing games,it encompasses viewing gaming content,socializing,and hanging out in game worlds through communities.As the gaming sector continues to reach a diverse and engaged global audience,brands are in

57、creasingly keen to use video games as marketing vehicles either through sponsorship,partnerships,or in-game advertising.Gaming&Esports Report 202322Focussing on in-game advertising,where brands place images or videos within a game as gamers immerse themselves in new worlds,what types of in-game adve

58、rtising resonates with this super engaged audience?Turning to YouGov Global Profiles data we explore the relationship gamers have with advertising and brands across 43 markets.Whilst 45%of all global adults would prefer a deeper,more meaningful connection with brands rather than a fleeting one,this

59、increases to 50%among those who are gaming more than an hour a week.Global weekly gamers are also more likely to engage with advertisements that are more tailored to them than the global average(42%vs.36%),enabling them to build a relationship with brands that are relevant to them.In addition,global

60、 weekly gamers have a higher receptiveness to advertising than the global average.54%agree that its fair to watch ads in exchange for free content,compared to 49%of the global population.They also place high value in paying for gaming add-ons,such as extra lives,coins and weapons,or access to unlock

61、 new levels via in-game purchases.The trade-off of an in-game transaction appeals to more than four in ten(43%)who would opt for the purchase in exchange for improving their game performance.Gamers have a deeper connection with brands and advertisersdeeper connectionbrandsadvertisersF I N D O U T H

62、OW O U R S O LU T I O N S CA N H E L P YO UGaming&Esports Report 202323Im more likely to engage with advertisements that are tailored to meI prefer a meaningful connection with brands over a short term connection that will fade awayI think its fair that we have to watch ads in exchange for free cont

63、entAdvertising helps me choose what I buyI expect advertisements to entertain meBrands need to find innovative ways to market themselves and their productsGlobal totalWeekly gamersNet agreement(Definitely agree/tend to agree)with statements about advertising-by global total and weekly gamers,globall

64、y.36%45%49%41%51%64%42%50%54%46%56%66%Gaming&Esports Report 202324Inspire and entertain meInspireentertain meAs a captive and diverse audience,brands and advertisers need to find unique and different ways to grab gamers attention and encourage them to purchase.YouGov Global Profiles data shows that

65、two thirds of global weekly gamers want brands to find innovative ways to market themselves and their products.56%also expect adverts to entertain them,compared to 51%of the global population.It is important for advertisers and brands to strike a balance in creating ads that not only complement the

66、gameplay,but also achieve stand out and memorable commercials.The gaming audience is receptive to advertising,with 46%of global weekly gamers agreeing that advertising helps them decide what to buy,compared to 41%among the global population.If an ad is relevant,engaging,and entertaining,it will enco

67、urage a positive relationship with a brand,and potentially encourage a purchase.Gaming&Esports Report 202325The gaming ecosystem goes beyond just gaming with the social interaction of gaming as important for many gamers who like to share or discuss their experiences with each other.Being part of gam

68、ing communities,following influencers and streamers,socializing in virtual game worlds,and watching gaming content are all vital elements of the enjoyment of gaming.Social media plays a key role in gamers lives as they not only enjoy playing games on social media,but they are also more likely to eng

69、age with ads on social than on regular websites.In addition,brands are aligning themselves with streamers and influencers as ambassadors of their brands and a third of gamers globally(32%)trust products recommended by celebrities and influencers.The social connectionsocialconnectionGaming&Esports Re

70、port 202326Net agreement(Definitely agree/tend to agree)with statements about social media and influencers-by global total and weekly gamers,globally.Source:YouGov Global ProfilesI trust products recommended by celebrities or influencersIm more likely to engage with advertisements on social media th

71、an on regular websitesI enjoy playing games on social mediaIm a sucker for anything branded,even if its expensiveI only buy the best known brandsPeople tend to ask me for advice before buying thingsGlobal totalWeekly gamers26%29%32%34%36%27%28%40%47%32%32%45%Gaming&Esports Report 202327Given the dee

72、p connection gamers have with their peers they not only share their gaming stories.They want to be aligned to the best-known brands and their fellow gamers seek their advice,making them powerful adversaries for brands to partner with.The union of gaming,social engagement and connectivity presents hu

73、ge opportunities for brands to connect with this audience in a meaningful way.The power of gamerspowergamersGaming&Esports Report 202328News feed topics global consumers and weekly gamers likely to click onGamers have diverse interestsGamers have a wide variety of interests beyond gaming,offering a

74、major opportunity for all types of brands to reach this hyper-connected audience.YouGov Research reveals the most popular topics that weekly gamers would click on if they popped up on their news include news(42%)food and drink(34%),music(33%),science(32%),travel and holidays(31%)and computers and te

75、chnology(30%).Whilst they align with the global total for the top two interests news and food and drink,they are considerably more likely than the global total to engage with music,sports,science,computers and technology,esports and video games on their news feeds.In fact,they have a higher propensi

76、ty to connect with all topics compared to the global consumer.The wide range of interests among gamers presents key cross-collaboration opportunities for brands and marketers to enrich connection and engagement with their target gaming audience.Q:Which,if any,of the following topics would you be lik

77、ely to click on if it popped up on your news feed?Global totalWeekly gamersFood and drinkPoliticsTravel and holidaysLocal eventsHealth and medicineScienceBeautyFashion and designCars and motoringNewsAnimals and natureVideo gamesWeatherSportsBusiness and financePeople and celebritiesReligion and spir

78、itualityMusicComputers and technologyEducationInterior designEsports38%42%30%28%28%27%26%25%25%25%24%23%20%17%17%13%17%17%15%14%13%11%6%12%12%17%19%21%31%20%20%18%16%33%29%27%26%32%28%30%34%31%30%28%Gaming&Esports Report 202329The demographics of gamers are more diverse today comprising of more wome

79、n and adult gamers with varied lifestyles.Driven by their ways of life,gamers are interested in a wide range of topics apart from video games.To effectively connect with gamers,brands need to identify and understand the gaming audiences and the nuances between gamers of different demographics.As hig

80、hlighted earlier,news ranked as the top topic amongst weekly gamers and global consumers alike and amongst male weekly gamers and gamers aged 35+.However,among the youngest gaming cohort(aged 18-34)news is replaced with video games as the most popular topic of interest.The passion for music increase

81、s among 18-24 weekly gamers along with computers and technology.Food and drink enthusiasm ranks in the top five for weekly gamers from 18 to 44 and is the favourite topic for female gamers.Sports ranks higher for male gamers and those aged 45-54.Whereas travel and holidays has higher appeal for fema

82、le gamers and those aged 45-54.Strategies to interact with gamers must reflect the nuances of gamers preferences,and demographics to be effective.Rank1st2nd3rd4th5thVideo games rankAll weekly gamersNewsFood and drinkMusicScienceVideo games5thAged 18-24Video gamesMusicComputers and technologyFood and

83、 drinkScience1stAged 25-34Video gamesFood and drinkMusicNewsScience1stAged 35-44NewsFood and drinkVideo gamesComputers and technologyMusic3rdAged 45-55NewsScienceMusicSportsTravel and hol-idays13thAged 55+NewsWeatherHealth and medicationLocal eventsPolitics20thMaleNewsComputers and technologyVideo g

84、amesSportsScience3rdFemaleFood and drinkNewsHealth and medicationAnimalsTravel and hol-idays16thTop five news feed topics weekly gamers likely to click on by demographicsDifferent interests for different gamersQ:Which,if any,of the following topics would you be likely to click on if it popped up on

85、your news feed?interestsgamersGaming&Esports Report 202330Time spent watching video content specifically related to video games High engagement with gaming contentAlong with gaming they also have high levels of engagement in watching video content relating to games.On average,global viewers spend 4.

86、8 hours per week,watching gaming video content.This increases to 6 hours per week amongst men aged 18-24 and men aged 25-34,and over 5 hours amongst under 34s.This shows a highly captive and receptive audience opportunity for brands and advertisers aligning themselves with content relating to video

87、games.High engagementgaming contentGlobal total18-2425-3435-4445-5455+Men aged 18-24Men aged 25-344.85.75.54.83.93.46.15.9Average hours per weekGaming&Esports Report 202331For advertising planners and marketers considering gaming advertising in the media mix,it is important to explore media synergie

88、s,and look at other media types consumed by gamers.When we profile the global weekly gamer,YouGov Research shows that gamers are more likely to consume all media types,than the global total.However,media types where their behavior differs compared to the global total and they have a higher engagemen

89、t and connection with are,live and non-live video content,streaming music and video and social media(+13%pts or more versus global total).Whereas for traditional media such as listening to the radio or watching live TV there is minimal variation compared to the global total.Q:Which,if any,of the fol

90、lowing do you typically do on a weekly basis?Exploring gaming synergiesMedia activities undertaken in a typical week,global total compared to weekly gamers0%20%40%60%80%+10%+13%+15%+18%+15%+3%+5%+1%+7%+13%+7%+/-Weekly gamers vs Global totalOther internet(e.g.websites,email etc)Interact with social m

91、ediaWatch content on video streaming servicesWatch live TVWatch non-live video content onlineRead a newspaper,book,or magazine in print or onlineStream musicWatch non-live TVListen to the radioListen to podcastsWatch live streamed video content onlineGlobal TotalWeekly gamers74%70%63%61%50%48%48%41%

92、39%38%25%64%57%48%43%35%45%43%40%32%25%18%Gaming&Esports Report 202332Marketers considering in-gaming advertising and sponsorship options,must consider the gaming audience in the context of other media and assess which media combinations may deliver the highest net reach of consumers,and also which

93、will deliver the greatest overlap providing potential advertisers the opportunity to reinforce their message using different media channels.Interesting insights emerge when we look at media activities undertaken in a typical week and the increased uplift that gaming can add when combined with those

94、playing video games.In particular,there are clear synergies between gaming and other digital media and YouGov Research data shows that whilst 57%of global consumers interact with social media on a weekly basis,if we look at those who either interact with social media,or engage in gaming on a weekly

95、basis,this reach increases to 67%.Adding gaming to traditional media,also provides incremental benefits in reach,for example,40%of the global population listen to the radio on a weekly basis,and this increases to 58%of those who either listen to the radio or play games on a weekly basis(+18%uplift).

96、So,for an advertiser,including gaming on a media plan,can extend the brand reach of a campaign.Gaming enhances media reachGaming enhancesGaming&Esports Report 202333Different media types provide opportunities to expand the possible ways consumers can process the campaign exposure.By using media comb

97、inations where the overlap with gaming in terms of weekly consumption is high,this presents an opportunity for gaming advertisers and sponsors,not only to reinforce their advertising message,but to deliver this message in different ways which heightens the long-term processing of the campaign in mem

98、ory.Weekly reach+Gaming net weekly reachIncremental weekly reach media+GamingPlay video games on console,PC,mobile phone or any other handheld device31%-Other internet(e.g.websites,email etc)64%72%+8%Interact with social media57%67%+10%Watch content on video streaming services48%60%+12%Watch live TV

99、45%61%+16%Watch non-live video content online43%56%+13%Read a newspaper,book,or magazine in print or online43%59%+16%Listen to the radio40%58%+18%Stream music35%51%+16%Watch non-live TV32%51%+19%Watch live streamed video content online25%45%+20%Listen to podcasts18%41%+23%Media activities undertaken

100、 in a typical week and media activity with playing video games-GlobalE XPLO R E M O R E DATAQ:Which,if any,of the following do you typically do on a weekly basis?Gaming&Esports Report 202334SummaryIn connecting with gamers,brands and advertisers need to understand this highly engaged and receptive a

101、udience.They form positive attitudes towards advertising that creates a more meaningful deeper bond,is tailored to them and is entertaining.With high levels of social interaction,gamers like to share their experiences and the brands that resonate with them,making them an attractive and influential t

102、arget.While gamers have a diverse range of interests brands will need to understand and reflect the nuances between different gaming demographics to ensure brands cut through and resonate with the right gaming audience.Marketers will need to understand gaming in the media mix and identify where the

103、best synergies lie to reinforce their messages through the right channels.Gaming&Esports Report 202335RegionMarketSample typeSample Size(n=)North AmericaUSNational representative1550CanadaNational representative1014MexicoNational representative(urban focus)1062EuropeGBNational representative2082Fran

104、ceNational representative1007GermanyNational representative1068SpainNational representative1014DenmarkNational representative1023ItalyNational representative1030PolandNational representative1007SwedenNational representative1019APACAustraliaNational representative1052ChinaNational online1043Hong Kong

105、National online515IndonesiaNational online1050IndiaNational representative(urban focus)1022SingaporeNational representative1059MEAUAENational representative1130DataThe insights in this report are drawn from a recent global YouGov Survey to understand the changing media and entertainment industry lan

106、dscape,how consumers are engaging with non-traditional and digital media channels,and where gaming fits as part of this picture;engagement with gaming,the relationships gamers have with advertising and how best to connect with global gamers.Our research covers 18 global markets of more than 19,000 r

107、espondents.The survey results were further bolstered by connecting respondent level YouGov Research data to YouGovs proprietary syndicated data solution for the gaming&esports industry specifically.Our survey was fielded from the 18th July 2022 to 4th August 2022.The YouGov panel provides a naturall

108、y accurate and representative view of the population.Data is adjusted with mild weighting using interlocking demographic characteristics.For this report the following population representation was used:Gaming&Esports Report 202336Thank youYouGov is an international research,data and analytics group.

109、We have been building an ever-growing source of consumer data for over 20 years,creating the richest and most complete understanding of your customers complex lives.We call it living data.Understand what 24 million+registered panel members in over 55 markets are thinking,on over a million-and growin

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