As the esports industry continues to grow, it’s more important than ever to understand the gaming community’s core values and attitudes, and where brands can insert themselves to deliver on their needs. In Nielsen’s ninth annual Games 360 Report, insights on gamer behavior and economic trends abound. Including the fact that in 2018, two-thirds (66 percent) of the U.S. population over the age of 13 are gamers, up from 58 percent in 2013. Or that mobile- and tablet-based gaming is on the rise, increasing from 46 percent in 2013 to 60 percent in 2018, signaling continued strength in the mobile gaming space. Following are a few more key takeaways from the study.
- 69 percent of gamers watch gaming-related content on YouTube, both live-streams and pre-recorded videos, while 21 percent prefer to consume content on Twitch.
- Nearly seven in 10 gamers this year leveraged YouTube’s live streaming service, YouTube Gaming.
- Gamers are more likely to be active on social media than the general population, favoring Facebook over other social channels.
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- Consumers who began following esports within the past year make up 29 percent of the U.S. esports fan base, skew less male and are less likely to be millennials than fans who have followed esports longer.
- U.S. esports fans, ages 13-40, have an average household income of $58,900, with 75 percent of the demographic comprised of men.
- 16 percent of U.S. esports fans, ages 13-40, attended a live esports event in 2017, while 10 percent attended a viewing party
Bonus Tip: Look for consumption of content outside of actual esports events—like news, analyses and interviews—to continue to grow in 2018.
The Nostalgia Factor
- Nostalgia and a newfound interest in old-school games have moved consumers to embrace retro games.
- There’s likely to be steady demand for classic video games that can connect players with their youth on an emotional level.
- Consumer interest in retro games is likely to remain strong, with over half of gamers saying it’s a trend that is here to stay.